NEW YORK As advertisers and consumer goods manufacturers focus on consumers ages 18 to 34 years, one marketing research firm said that one often-ignored group also has leverage in the buying game.
Nielsen reported that baby boomers -- adults born between 1946 and 1964 -- are an affluent group that seek new technology and brands like their descendents and hold 38.5% of CPG dollars, Nielsen revealed in a new report.
Nielsen also revealed that:
- Dominate 1,023-out-of-1,083 consumer packaged goods categories
- Watch the most video: 9:34 hours per day
- Comprise 1/3 of all TV viewers, online users, social media users and Twitter users
- Time shift TV more than 18-24s (2:32 vs. 1:32)
- Are significantly more likely to own a DVD player
- More likely to have broadband Internet access at home
“Boomers should be as desirable for marketers as Millennials and Gen-Xers for years to come; they are the largest single group of consumers, and a valuable target audience. As the U.S. continues to age, reaching this group will continue to be critical for advertisers,” said Pat McDonough, SVP insights, analysis and policy at Nielsen.