Under 25 Over 54 - Redefining the Mainstream

This slide presentation explores the importance of consumers under 25 and over 54, who account for 58% of all consumers in the U.S.
yet fall outside the demographic the media typically defines as "mainstream". The over-55 segment is growing at 2.7% per year, and has similar buying rates and propensity to switch as the 25-54 year-old segment. Under-25s are important because they are strong purchase influencers, if not direct buyers. They are influential in choosing brands for major purchases such as electronics and cars, and engaging them is an investment in long-term brand relationships. Both groups spend considerable time with media, with 55+ consumers skewed towards TV and under-25s more active in gaming and social media, meaning that multi-channel campaigns are an effective...

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