Required reading

A long piece in today’s New York Times Magazine debunks the myth of the 18-34 demographic.


People over the age of 50 account for half of all the discretionary spending in the United States. Proportionally speaking, there are more of them than there ever were, and they are voracious cultural consumers. They watch more television, go to more movies and buy more CD’s than young people do. Yet Americans over 50 are the focus of less than 10 percent of the advertising.

  • lcreekmo

    This is a great article.

    What it doesn’t say that I wish it did:
    Do people over 50 purchase differently than those in the 18-34 bracket? Do you have the same percentage of impulse purchases on those bigger-ticket items they are more likely to be able to afford than younger people as you do on say, CDs? Or are those more careful, studied purchases? If so, is that a function of age or the type of purchase?

    Other things: In addition to stuff that younger people buy w/ discretionary income, I’m betting, off the top of my head, that people in the 50+ group are spending a lot more money on stuff like health & personal care, retirement & financial planning [insurance & long-term care products], and probably a ton more on entertainment, recreation and travel. Wow. Why is no one advertising to them??