- Baby Boomers – Today's most-desired prospects.
A generation that spans twenty years, adults born between 1946 and 1964 are a large group. In fact, in Central Minnesota, baby boomers comprise about 1/3 of the total adult population. They have tremendous buying power, are influential in business and industry, are well educated and are among the most-affluent consumer target available to businesses today. They are active, homeowners, and the generation splits between older boomers that are empty nesters and pondering retirement and younger boomers with kids still at home or in college and still managing heavy financial management issues with mortgages, vehicle payments and saving for college and retirement. Boomers influence significant buying power, philanthropy and investments – many have done well and are positioned well for retirement – many more have not and will have to work past the traditional retirement age to stay afloat. They generally live in modestly priced homes, balance family activities, financial issues in this tight economy and are trying to manage investment losses and position themselves for an uncertain retirement.
They tend to be married with children. They enjoy generally comfortable lifestyles, socializing with neighbors and co-works, as well as enjoying dining out and staying physically active. 60 is the new 30 – they are active with hobbies that include gardening, golf, health club memberships, volunteerism, travel and socializing with friends.
- The most affluent consumer target
Boomer household incomes are generally higher than the average Central Minnesota household. They travel, often to family cabins in the Brainerd lakes area or Northern Minnesota. They golf, fish, spend extra time with family and friends and their discretionary income on hobbies and family interests. They spend significantly on looking younger and invest heavily in ways that make them feel and look young. Boomers are the premier audience to receive advertising messages.
Who are they?
- 43,230 boomer adults in the greater Central Minnesota area (St. Cloud Times primary coverage area)
- Median age is 44
- 15,000 have kids, age 12-17 living at home
- 68% earn $50,000+ - 38% earn $75,000+ annually
- 51% have gone to college
- 78% are married or are living in a committed relationship
- 89% own their own homes
- 69% have full-time jobs
Why are they unique?
Boomers are technically savvy and have the most discretionary income of any other age cohort as they are more than likely in the peak of their earnings years. They are career driven, work-hard-play-hard individuals with a significant portion leveraging today’s technology to stay connected. Younger boomers and more affluent boomers are more likely than the rest of the market to use computers for online activities such as checking email, booking travel reservations and conducting online banking transactions. In addition to travel, boomers enjoy gardening, golfing, swimming, biking volunteering and dining at upscale restaurants.
With both print and online, the St. Cloud Times reaches 84% of boomers each week. More than 76% of this group reads the St. Cloud Times in an average week and nearly six out of ten boomers reads the Sunday St. Cloud Times each week. These are significant numbers to attract an affluent audience.
Technology habits and online activities
What they do
Readership Profile:
40-59 year olds
| PRODUCT |
% REACH
|
| Average Weekday | 52% |
| Average Sunday | 58% |
| Past week (M-F) | 52% |
| Past 7 days | 76% |
| Citizen Times (last week) | 32% |
| D’lish (last week) | 32% |
| UpNext (last week) | 39% |
| Shopping News | 45% |
| Sctimes.com (avg. daily) | 32% |
| Sctimes.com (past 30 days) | 45% |
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