Affluent Boomers Chew Through Media

• Posted: Thursday, June 21, 2007
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• Author: pradhana

Only one in 10 baby boomers is truly affluent, according to Focalyst's "View" report. The report defines affluence as having an annual household pre-tax income of $150,000, or $100,000 if retired.

Almost all affluent boomers are married, college educated and live in a residence valued at almost twice that of the average boomer.

This affluent boomer group consumes more media than baby boomers in general. Over nine in 10 watch TV every day, 87% read a newspaper or magazine, 76% listen to the radio and three-quarters use the Internet.

Affluent boomers also spend an average of 30 minutes daily each on newspapers and magazines, and 40% said they read the ads in the magazines to which they subscribed.

Boomer elites feel that they are on top of their finances and that they have prepared well for retirement. Some 95% have some sort of savings or investments vs. 75% for the total boomer population. [eMarketer]

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