According to TV Land (the US channel that targets the older consumer) 40 and 50 year olds are near the peak of their earning. They make the majority of household purchase decisions and not just for themselves.
TV Land’s report (Generation BUY: A Close Look at the Boomer Consumer" Study) says that the older age group spend more on themselves per month than Millennials and Gen Xers but they are also spending twice as much as their younger cohorts on others in their lives. Your Boomer makes decisions about purchases that spans the generations. The report (well the press release) says they (the 40 and 50 year old) are far less brand-loyal than Millennials and Gen Xers.
This all sounds really interesting and confirms what a lot of us have been saying for years.
But, two things disturb me. Firstly, TV Land would say this wouldn’t they. Secondly, for all of the press coverage I couldn’t find any trace of the ‘report’ to be able to make a judgement about the quality of the information.
Like most PR research - be careful in using the conclusions. Dick Stroud
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