The older generation under the sign of consumption
A study by Axel Springer gives the 50- to 70-year-old generation high marks when it comes to consumer spending. The study describes this group as “Best Agers”—premium customers with a strong sense of brand awareness.
Market research conducted by Axel Springer on middle-aged and older consumers concludes that they are trend- and quality-conscious, interested in technical innovations, pleasure-oriented and happy to spend money. The key message of the study is that the more mature clientele is increasingly becoming a decisive market target group. The so-called best agers, consumers aged between 50 and 69 and senior citizens aged 70 and over, now make up 39 percent of Germans and have a disposable income of around 100 billion euros, as Axel Springer writes in a press release. At 73 percent, they have one of the highest vacation travel rates, make up 42 percent of new car customers, around 40 percent prefer to buy food with health benefits and 46 percent are interested in financial investments. It is encouraging for the consumer goods industry that well over half (55%) of best agers are only marginally influenced by the price of products.
Older people use the media intensively, with the 50+ generation leading the way in print media in particular: 84% read newspapers every day. For this reason, the study gives targeted print advertising a good report card, as it is particularly well received by the older generation, also because the intensity and duration of reading is significantly higher than among younger people. In general, advertising in newspapers and magazines is perceived as more credible than advertising on television.
Older people use the media intensively, with the 50+ generation leading the way in print media in particular: 84% read newspapers every day. For this reason, the study gives targeted print advertising a good report card, as it is particularly well received by the older generation, also because the intensity and duration of reading is significantly higher than among younger people. In general, advertising in newspapers and magazines is perceived as more credible than advertising on television.
