Demographics
There are 78 million Baby Boomers in the US today. Half of them are 50 years of age and older.
US Census 2000
Everyday, 10,000 Boomers turn 50. The 50+ demographic is expected to grow by 70% in the next 15 years.
US Census 2000
Consumers, 50+ control 70% of US wealth; over $7 Trillion in assets.
Federal Reserve Board
New health care advances have increased life expectancy and longevity.
US Census Bureau: Older Americans Report
34% of Baby Boomers are caring for a parent or loved one.
National Family Caregivers Association
The value of services that family caregivers provide for ‘free’ is estimated at $306 Billion per year.
National Family Caregivers Association
Half of all Boomers over 45 years old have children under 18 at home.
AARP Boomers at Midlife Report
The senior market has an economic impact of 3.7 jobs per retiree.
National Grantmakers in Aging
79% of the 50+ market own their own homes.
Mary Furlong & Associates
Earning almost $2 Trillion in annual income, the 50+ demographic represents 50% of all discretionary spending power in the US.
Harris Interactive
Newspapers
The largest segment of readership for newspapers nationally are those over the age of 50, with the highest segment of readers over the age of 65.
NAA: The Source 2006
Newspaper readership is equally strong among men and women, with men higher in daily readership (53% to 48%) and women higher in Sunday readership (59% to 57%).
NAA: The Source 2006
The national median household income for both Daily and Sunday newspaper readership is slightly over $60,000.00 annually.
NAA: The Source 2006
Newspaper readership increases with level of education. Over 56% of daily readers are college graduates and over 75% have post graduate degrees.
NAA: The Source 2006
Sunday readership: 65% are college graduates and 71% have post graduate degrees.
NAA: The Source 2006
Launching niche publications and reaching out to new audiences are part of a critical transformation: from newspaper companies to information companies.
NAA: The Source 2006
Newspapers today are experiencing significant revenue loss due to increased use of the internet.
NAA: The Source 2006
Market Trends
Boomers are the first generation in US history of which more that 50% have obtained some form of higher education.
Mary Furlong: Turning Silver into Gold
Health and retirement are the top two concerns of 50+ Market.
2005 Dell Web Survey
Travel tops the list of desired retirement activities across all ages.
2005 Dell Web Survey
Proximity to family and a better lifestyle would be important factors to relocation.
AARP Boomer at Midlife Report
Top 10 Industry Trends for 50+ Market
- Health, Vitality and Wellness
- Work, Money and Avocation
- Creativity and Learning
- Passion, Play, Travel and Adventure
- Fashion and Beauty
- Family and Friends
- Caregiving and Grandparenting
- Romance, Love and Sexuality
- Philanthropy and Giving Back
- Religion and Spirtuality
Mary Furlong & Associates
Emphasis is now on Life Stage Marketing vs Age-Related Marketing.
Wolfe/Snyder: Ageless Marketing
Overwhelmingly, people want to remain in their own homes and communities for as long as possible.
William Novelli, CEO - AARP
Retirement is being redefined; the new definition of retirement is to remain active and engaged.
HSCB 2006 Report: Future of Retirement
