BOOMERS, MEDIA MOMS, AND POLARIZED CONSUMERS

2

BABY BOOMERSTHE MOST VALUABLE GENERATION

#C360

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BABY BOOMER GENERATION

80MILLION

1946–1964

#C360

4

BIG & GETTING BIGGER

50+ 100MTODAY:

20 YEARS: 50+18-49

+34%+12%

#C360

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THE BOOMER WAVE

#C360

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IN 5 YEARS…

$15T

<50 50+IN 5 YEARS,

50% OF U.S. ADULTS

WILL BE 50+

THEY WILL CONTROL 70%

OF DISPOSABLE INCOME

IN THE NEXT 20 YEARS,

THEY WILL INHERIT $15T70%

50%

#C360

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INCOME GENERATION

#C360

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BOOMERS ARE…

44%OF U.S.

POPULATION 70%OF U.S.

DISPOSABLEINCOME

49%OF TOTALCPG SALES 40%

OF CUSTOMERS PAYING FOR

WIRELESS

41%OF CUSTOMERS

PURCHASING APPLE COMPUTERS

#C360

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PRODUCT COMPARISON

HOW OFTEN FEMALE HEADS OF HOUSEHOLDS LOOK AT UNIT PRICE TO COMPARE PRODUTS.

#C360

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POWERING TECHNOLOGY

33%...– OF ALL ONLINE USERS– OF ALL SOCIAL MEDIA AND TWITTER– OF BOOMERS ARE HEAVY INTERNET USERS– SHOP ONLINE

#C360

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MARKETING AND MEDIA FRIENDLY

#C360

174 133 107HRS/MONTH HRS/MONTH HRS/MONTH

BABY BOOMERS

GEN X

MILLENIALS

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HAPPIER WITH AGE

SELF-REPORTED WELL-BEING ON A SCALE OF 1-10.*

* THE ECONOMIST.

#C360

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THE DIVIDE

Half of CPG $ Spend… 5% Ad Dollars Aimed at 35-64 years

50% 5%

#C360

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HOW TO LEVERAGE THE OPPORTUNITY

• VALUE WHAT’S VALUABLE

• FIND THEM AND FIND YOUR WAY IN

• PUT THE “ME” IN YOUR MESSAGE

#C360

15#C360

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THE AMERICAN MEDIA MOM

#C360

17#C360

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MOMS WATCH LESS TV OVERALL

#C360

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BUT WATCH MORE TIME-SHIFTED TV

INDEX TO UNIVERSE

18+

142

#C360

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TV STILL RESONATES

UNIVERSE 18+ BABYCENTER MOMS MOMS WITH CHILDREN <6

DWTS MODERN FAMILY X-FACTOR

60 MINUTES GREY’S ANATOMY GREY’S ANATOMY

TWO AND A HALF MEN X-FACTOR DWTS

X-FACTOR TWO AND A HALF MEN TWO AND A HALF MEN

CASTLE DWTS MODERN FAMILY

PERSON OF INTEREST NEW GIRL PRIVATE PRACTICE

AMAZING RACE 19 2 BROKE GIRLS PARENTHOOD

THE GOOD WIFE PRIVATE PRACTICE NEW GIRL

HAWAII FIVE-0 PARENTHOOD 2 BROKE GIRLS

BODY OF PROOF BIGGEST LOSER BIGGEST LOSER #C360

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67% OF MOMS USED THE INTERNET AND WATCHED TV SIMULTANEOUSLY YESTERDAY

#C360

22

TABLETS CREATE SECOND SCREEN EXPERIENCES

% OF MOMS THAT USE A TABLET WHILEWATCHING TV – SEVERAL TIMES A WEEK

#C360

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Q109a:Do the children in the household use your Tablet (either on their own or through you)? Q109b: In what ways are the children in your household using your Tablet?

THE “GAMES COMPUTER”

CHILDREN USING TABLETHAVE CHILDREN IN HOUSEHOLD (Q1 2012 N=409)

DO CHILDREN(0-11) USE TABLETADULTS WITH CHILDREN

UNDER 12 (Q1 2012 N=573)

#C360

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Mobile Insights; Q4 11

MOMS ARE EARLY TECH ADOPTERS

MOMS WITH KIDS <4UNIVERSE 18+

54.5%45.5%

44.2%55.8%

OWNS A FEATURE PHONE

OWNS A SMARTPHONE

#C360

25Mobile Insights; Q4 11

MOM’S MOBILE DEVICE AS A SOCIAL LIFELINE

% OF MOMS THAT USE SOCIAL MEDIA SITES OR APPS ON THEIR MOBILE PHONE

49%MOMS WITH KIDS <9

#C360

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SOCIAL AND ENTERTAINMENT APPS ARE WIDELY USED BY THIS PARTICULAR IPHONE OWNER

Min

utes

TOTAL TIME SPENT: 3:05

NIELSEN IPHONE PANELIST PROFILE

• FEMALE, 31 YEARS OLD• EMPLOYED PART TIME• (INCOME $35-50K)• WHITE• MARRIED

ONE IPHONE USER’S TIME SPENT ENGAGED WITH HANDSETSMARTPHONE ANALYTICS, FEBRUARY 11, 2012

#C360

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SEIZING HER MOBILE MOMENT OF TRUTH

*Moms = Moms with children <6 years oldNetView Online October 2011Mobile Insights Q42011

INDEX TO UNIVERSE

18+

158 138 147

% OF MOMS THAT EXHIBIT MOBILE SHOPPING BEHAVIOR ON THEIR PHONE

#C360

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VARIETY OF MEDIA HABITS, BUT MORE IS BETTER

MORE OPPORTUNITY TO REACH A HARD-TO-FIND CAPTIVE AUDIENCE=

#C360

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POLARIZED CONSUMERS

#C360

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LOWER INCOME CONSUMERS

BRANDED PRODUCTS OR PRIVATE LABEL?

SUPERMARKETS & MASS MERCHANDISERS OR DOLLAR STORES & CONVENIENCE STORES?

HEAVY ONLINE USERS OR HEAVY TV WATCHERS?

#C360

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WHO AND WHERE ARELOWER INCOME CONSUMERS?

• MOSTLY CAUCASIAN, WITH ALL ETHNIC GROUPS REPRESENTED

• MOSTLY YOUNGER AND OLDER CONSUMERS

• 60% NOT IN WORK FORCE

• DISTRIBUTED THROUGHOUT US

#C360

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HOW AND WHAT LOWER INCOME CONSUMERS BUY

1/3$25

VS.

$37

SPEND 1/3 LESS PER TRIP THAN UPPER INCOME GROUP

SHOP MORE OFTEN, SPEND LESS PER VISIT

33

WHERE LOWER INCOME CONSUMERS SHOPPERCENT OF $ SALES IN CHANNEL FROM LOWER INCOME CONSUMERS

#C360

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WHERE LOWER INCOME CONSUMERS SHOP

47 46

22 25

31 29

TOTAL POPULATION LOWER INCOME

OTHER MASS WITH SUPERS GROCERY

CHANNEL $ SHARE

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MEDIA ACCESS AND DEVICE PENETRATION

>80% PAID TV

22% DVR

33% GAMING CONSOLE

3% TABLET

~50% HIGH SPEED INTERNET

35% SMARTPHONE

WHAT DID YOU THINK?RATE THIS SESSION

USE THE MOBILE AGENDA:

1. SELECT SURVEY2. FIND THE LINK FOR YOUR SESSION USE YOUR PC OR IPAD:

3. NIELSEN.COM/C360 4. ACCESS THE ATTENDEE ONLY LINKS

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