Billboard Advertising in San Antonio

The Baby Boom generation is defined as adults born between 1946 and 1965, a group that includes almost 80 million Americans. According to the OAAA:

A 2002 study by the American Association of Retired Persons determined that consumers age 45 and up are more likely to buy higher-priced brands and less likely to change brands just to get a cheaper price than people younger than 45. According to a study by Roper Reports, some 33% of Boomers are considered affluent - having household incomes exceeding $75,000. The Roper study also concludes that Boomers account for 49% of all affluent U.S. households. The spending power of the Baby Boom generation is estimated at $2.5 trillion.

As we have discussed before, drivers who drive more than 250 miles per week are classified as heavy drivers. According to Arbitron, these drivers are typically more educated and spend less time watching television. They hold a four-year degree, and are aged between 35 and 54. This demographic correlates highly with the baby boomer demographic. These consumers are on the move and thus require new forms of advertising to keep them informed.

Changes in purchasing behavior have increased the demand for alternative forms of advertising. Billboard advertising is also an effective way of capturing the attention of the mobile demographic.

Spending Habits
According to JWT Mature Market Group, the 50+ market accounts for 70% of all out-of-pocket spending on over-the-counter and prescription drugs. Based on a study by WSL Strategic Retail, mass merchandisers (shopped by 93%), supermarket/combo stores (82%), drug stores (78%) and home improvement stores (77%) rank as the favorite retail outlets for consumers aged 55+.
In addition, based on a study by R.L. Polk & Co., the five best-selling car brands in 2004 for consumers age 55+: 1. Chevrolet; 2. Ford; 3. Toyota; 4. Honda; 5. Dodge.

According to Furniture/Today’s 2005 annual Consumer Buying Trends Survey, Baby Boomers will account for 41% of all households planning to buy furniture in 2005. In a 2004 study by Vertis Customer Focus determined that younger Baby Boomers (23%) and older Baby Boomers (17%) account for 40 percent of shoppers of athletic equipment in the U.S.

Opportunities for Marketing to children
Not only do 50+ own two-thirds of US household wealth, but more than 400,000 grandparents age 65+ have the primary responsibility of caring for grandchildren who live with them. These factors make them a great target market for all kinds of products from luxury goods to toys and children’s clothing.