Older Demos Increase Purchasing Power
April 10, 2007 at 1:05 PM (PT)
Here's some positive news for stations targeting an older demographic. From 2003 through 2006, the number of retirees in the 87 metropolitan markets surveyed regularly by THE MEDIA AUDIT with household incomes of $50,000 or more increased from 23.2% to 27.6%.
Retiree households with annual incomes of $75,000 or more increased from 11.2% to 13.8%, according to INTERNATIONAL DEMOGRAPHICS INC. Pres. BOB JORDAN, and those with annual incomes of $100,000 or more increased from 5.8% to 6.9%.
The rate at which retirees shopped on the Internet increased dramatically. Those that made at least one purchase on the Internet increased from 19.7% in 2003 to 28.8% in 2006. Those making five or more purchases increased from 10.2% to 15.8%.