BYE BYE BOOMERS, HELLO LIFE
JUGGLERS AND LIFE SURFERS
Latest Nielsen study torpedoes Baby
Boomer myths
Australia’s ageing population,
commonly referred to as the Baby Boomers generation, are more accurately defined
as two groups; Life Jugglers and Life Surfers, a collaborative consumer study
undertaken by global research companies ACNielsen, Nielsen Media Research and
Nielsen//NetRatings has revealed.
The consumer study, titled
Australian Made: Exposing old myths and new truths on marketing to Australia’s
maturing population, identified a series of myths surrounding the Baby Boomer
generation, including that Baby Boomers were in fact two distinct groups, more
accurately defined by their mindsets than by the traditional demographic
definitions which were primarily based on age.
“This study has been a real
eye-opener in re-defining Australia’s mass market,” commented
Andrew Reid, Managing Director,
Nielsen//NetRatings, and spokesperson for the report.
“From the extensive data we
collated, in conjunction with a series of focus groups, we discovered that the
catch-all term, ‘baby boomer’ means nothing to Australia’s 45 – 64 year olds
other than being born after the war. It is a much maligned, and totally
inappropriate cliché for the most influential, fastest growing and often most
misunderstood consumers in our country.”
MYTHS AND REALITIES
The Australian Made study exposed a
number of myths surrounding Australia’s mass market – 45 to 64 year olds – and
revealed a number of new truths:
Myth 1 –
Australia’s ageing population consists of one, homogeneous group, typically
labelled Baby Boomers
When considering the huge
diversities that exist within the post war Baby Boom generation, applying one
catchall title doesn’t adequate describe this group at all. In fact, there are
two distinct groups which are typified not by their age but by their mindset and
life stage. The groups were described by the Nielsen study as Life Jugglers and
Life Surfers.
Myth 2 – Younger
consumers are a more lucrative target market for marketers
In comparison to younger
generations – where marketers and advertisers usually focus the majority of
their budgets – Life Jugglers and Life Surfers have higher average personal and
household incomes and are spending more on almost everything, from phones and
mobiles to groceries, financial services, travel and tourism and even technology
and the Internet.
Myth 3 – Life
Jugglers and Life Surfers are brand loyal and won’t try new products and
services
While the traditional Baby Boomer
demographic has been pigeon-holed by marketers and advertisers as brand loyal
and unwilling to change, the reality is that Life Jugglers and Life Surfers are
just as likely to switch brands as any other demographic. These switching
intentions are driven by their values and are reflected in their preference for
Australian made products, their support for the ‘little guy’, their purchase of
organic in their quest to maintain health and vitality and their willingness to
save on ‘commodities’ and low involvement purchases in order to spend more on
the things that are important to them, such as experiences.
Myth 4 – Life
Jugglers and Life Surfers are resistant to new technologies
When it comes to technology and the
Internet, Life Jugglers and Life Surfers are actually driving the continued
increase in online trial, with up to 13 percent logging on for the first time in
the past 12 months. More than two in every three Life Jugglers and Life Surfers
are now online and they are just as likely to have broadband access at home as
any other age group, and almost as likely to access the Internet regularly. Home
PC ownership is higher among
Life Jugglers and Life Surfers
compared to those aged under 45, while laptop ownership is on the increase.
“The 45 to 64 year old population
has long been a misunderstood and poorly portrayed demographic,” noted Reid.
“The reality is that this market is adventurous and is looking for new
challenges and ways to improve their lives. They’ve built a set of values over
the course of their life experiences and feel liberated to express these values
through their purchasing behaviour and lifestyle decisions.”
LIFE JUGGLERS AND
LIFE SURFERS
Definition of a Life Juggler
• Seeking work:life balance –
balancing the multiple demands of work, life and family commitments
• Short-term rather than long-term
focused – retirement still seen as a long way off to most
• Strong family ties – value
relationship with children.Focused on wealthbuilding/ reducing debt
Definition of a Life Surfer
• Reached the ‘zenith’ of life,
riding the crest of a wave
• Clear and strong set of values
based on life experiences
• Looking to prolong their
lifestyle plateau before ‘old age’ (ie decline in physical and mental
well-being) hits
• Are enjoying the ‘me time’; the
opportunity to focus on themselves
About the study:
Australian Made: Exposing old myths
and new truths on marketing to Australia’s maturing population is an in-depth
consumer study compiled by leading marketing, media and technology information
companies ACNielsen, Nielsen Media Research and Nielsen//NetRatings. The study
combines the broadest range of consumer data and research available in the
market, together with behavioural insights gained through qualitative focus
groups.
About ACNielsen,
Nielsen Media Research and Nielsen//NetRatings:
ACNielsen is the world’s leading
provider of market research, information and analysis to the consumer products
and services industries, as well as to Government and social services. More than
9,000 clients in over 100 countries rely on ACNielsen’s dedicated professionals
to measure competitive marketplace dynamics, to understand consumer attitudes
and behaviour, and to develop advanced analytical insights that generate
increased sales and profits. Broadcasters, advertisers, publishers, media
planners and advertising agencies rely on the Nielsen Media Research portfolio
for information to support marketing and targeted advertising decisions.
Nielsen Media provides services in
advertising information services, radio audience measurement and readership and
media insights.
Nielsen//NetRatings is a global
leader in Internet media and market research and the industry’s premier source
for online advertising intelligence. Covering 70 percent of the world’s Internet
usage, its technology-driven Internet information solutions enable media,
advertising, ecommerce and financial companies to make informed decisions
regarding their Internet strategies.
For more information on the
Australian Made study contact Elvira Lodewick on 0431 483 176 or email
elodewick@netratings.com.
All of the above text is a press
release provided by the quoted organization. globalagingtimes.com accepts no
responsibility for their accuracy.