Older Trends & Statistics
5 key stats on baby boomers: A look at shopping, search, and spending
For marketers, ‘OK, boomer’ isn’t such a bad phrase after all. Baby boomers (ages 60 to 78) make up 20% of the US population yet control $76 trillion—52% of the country’s net wealth, per the Federal Reserve as reported by The Economist. Despite marketers fixating on Gen Z, boomers wield substantial spending power and have distinct behaviors worth noting.
Brand equity is top purchase driver for consumers, beating out ads
Knowing and trusting a brand is the top factor influencing purchase decisions for US adults, particularly among those ages 55 and older, per an August 2023 CivicScience survey.
More people over the age of 45 started mobile gaming in 2020 than any other age group
People ages 45 and older are leading in mobile gamer growth
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