Graying and Affluent Market is Booming, Warming to
Internet Shopping
Targeted market is over age 50 with $50,000 or more
in income
April
8, 2008 - In the more than 80 metropolitan markets surveyed by The Media
Audit, a recent study shows that those who are over age 50 with incomes
of $50,000 or more (the "graying and affluent") have increased from 17.0
million in 2004 to 22.3 million during the past five years.
Collectively, the markets surveyed have an adult population of
approximately 142 million, according to a report in the Research Brief
from the Center for Media Research.
● Since 2004 the percentage of graying and
affluent' households has increased from 13.1 percent to 15.7 percent of
all households (households in market survey)
● In prior survey, 50.2 percent had made at
least one purchase on the internet during the previous 12 months. In the
latest survey, that 50.2 percent increased to 65.6 percent.
● Currently, 62.4 percent of the "graying and
affluent" households have incomes of $75,000 or more, compared to 57.5
percent in 2004. >> Thirty-eight percent had incomes of $100,000 or more
compared to 32.9 percent in 2004 >> Eighteen percent had incomes of $150,000 or more
compared to 13.6 percent in 2004
● The gray and affluent households with liquid
assets of $100,000 or more increased from 49.5 percent to 53.6 percent
and
>> those with $250,000 or more increased from 25.2 percent to
30.2 percent.
● Baby-boomers began impacting this segment in
1996, and impact will continue to be felt through 2014.
April
8, 2008 - In the more than 80 metropolitan markets surveyed by The Media
Audit, a recent study shows that those who are over age 50 with incomes
of $50,000 or more (the "graying and affluent") have increased from 17.0
million in 2004 to 22.3 million during the past five years.
Collectively, the markets surveyed have an adult population of
approximately 142 million, according to a report in the Research Brief
from the Center for Media Research.