Mature Consumer Radio Study Released

The mature consumer market has financial power through a variety of resources. Mature consumers are living longer, are in better shape and put their resources toward financial security. They are involved in their communities, technologically savvy and brand-loyal.
These are the findings in a study, “Targeting the Mature Consumer Market,” from Katz Dimensions. It analyzed radio as a medium for targeting that demographic.
The study illustrates what the authors call misconceptions marketers hold about the mature consumer.
Study author Lisa Chiljean, vice president and director of Research Dimensions, said, “Over the next decade the majority of the baby-boomer generation will be more than 50 years old. Radio is one of the best vehicles to reach the changing demographics of the country.”