|
||||||||||||||||||||
 |
||||||||||||||||||||
|
FASTEST GROWING DEMOGRAPHIC SEGMENT IN CANADA
• people over 50 are currently over 27% of population, 35% of adults • between 1991 and 2001, 50+ population soared from 5.4 million to almost 7.3 million • biggest group of baby boomers won’t turn 50 until 2010 • by 2013, 1/3 of Canadians (9.5 million) will be 50+ WEALTHIEST DEMOGRAPHIC SEGMENT IN CANADA • control 55% of nation’s discretionary spending power • own 80% of wealth in financial institutions • own 50% of credit cards SIGNIFICANT IN VIRTUALLY ALL CATEGORIES • 70% will try a new brand • buy 50% of luxury cars • spend 74% more on a typical vacation • more than 50% are online • membership in fitness clubs increased 266% from 1987 to 2001 |
||||||||||||||||||||
|
||||||||||||||||||||
|
"The amount of disposable income for people over 50 is much greater than most marketers and media buyers realize.
And even if they do know, the assumption is that older people with disposable income are close-minded, not susceptible to advertising and not willing to try new things. But many studies have shown that’s not true." Humphrey Taylor, Chairman, Harris Poll, New York "People over fifty look younger, act younger, generally feel younger and think younger than previous generations of mature Americans did, and they spend a good deal of money to make it so. They are not exactly geriatrics anymore." Neal Gabler, cultural historian, The Tyranny of 18 to 49: American Culture Held Hostage |
||||||||||||||||||||
|
||||||||||||||||||||
|
||||||||||||||||||||
