Study: Some boomers feel ignored by advertisers
By Adnews Staff
According to a study conducted by Ipsos Reid on behalf of the Canadian Newspaper Association, 40% of baby boomers feel ignored by advertisers. The study surveyed 1,980 Canadians between the ages of 44 and 62. Eighty percent of the respondents described themselves as possessing "big buying power." The primary spending priorities of the respondents within the year include vacations, home electronics, furniture, investments, appliances, cars and computers. "The research shows that at a time of ever gloomier economic forecasts, this is a group that needs to be reached out to, as it represents tremendous potential for growth," said John Wright, senior vice-president of public affairs at Ipsos Reid. "For decades advertisers have chased younger audiences to gain loyalty and market share. In today's economic conditions they might be better off to refocus on a group that combines maturity with money and a desire to spend it." According to CNA president Anne Kothawala, its own research shows that 74% of advertising dollars are spent in pursuit of 25- to 54-year-olds.