Purpose:
Understand the cause and effect of resetting the media demographic from 25-54 (reset in 2003 from 18-49) to 25-64 to reflect the shifted behavior of consumers.
Key Findings:
By resetting the demographic to 25-64, brands unlock 48% more radio listening and drives greater receptivity and a 4% lift in conversion.
Key Takeaways:
- Adults 55–64 represent 17.8% of US households but account for nearly 20% of both income and spending and 70% of adults 55–64 are Gen X.
- Inflation, longer lifespans, delayed adulthood, later retirements and other economic, social and cultural shifts have all contributed to major life milestones happening later.
- Brands already targeting 55-64 with success inlude:
- DoorDash's fastest-growing user segment is 55–64
- Subaru Forester Intenders are of a median age of 59
- L'Oreal targets women 55-64 as a growth driver
- Delta's largest share of premium seat customers is 55-64
- Millions more people with higher spending power reached across virtually every category of business.