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Survey Says Older Demographic Still Yields Clout

Survey Says Older Demographic Still Yields Clout

A report released by Interep reveals that the 59 million consumers ages 55 years and older are a diverse and growing market segment. The report features demographic, financial and media usage profiles that show why this cohort will be receiving increasing attention from forward-looking marketers.
As the Baby Boom moves into its senior years advertisers continue to cater to them. Currently 55-plus consumers make up 29% of the adult population in the U.S. and 21 percent of the total population. By 2010 this percentage jumps to 25% of the total population and by 2020 it will reach 30%. Several communities, such as the Florida communities of Sarasota, West Palm Beach, Daytona and Tampa already have 55-plus populations that exceed 30%.
And this is a demographic with money to spend. Adults 54-64 have an estimated higher average net worth than any other age group, followed by adults 65+. Adults 55-plus spend an average of 139 minutes per day watching television and 94 minutes per day listening to radio. Radio also offers a variety of formats with exceptionally high concentrations of 55-plus audiences. Adult standards and Easy Listening tops this list, followed by Classical, News/Talk and All Talk stations.
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