Senior Demographic Ad Report

["Roger Kirk" <rogerkirk@ttlc.net>]

In several threads over the last couple of years,
the subject of the Senior Demographic and the 
many reasons why advertisers avoid it has been 
discussed both pro and con.

A recent article in the Christian Science Monitor
says that even though people over 55 are the most 
savvy of consumers and have a large spending 
potential, they are bored by ads they see.

Research firm "WSL Strategic Retail" reports that
ads are too "youth oriented" and seniors are 
spending less time in malls and retail stores
than ever before. 18-34 spending is up 20% and
senior spending is down 9%.

Thoughts?  Comments?

(paraphrased to avoid copyright infringement)

Roger Kirk
rogerkirk@ttlc.net


  People over 55 are the most savvy of consumers. The Christian Science 
Monitor says that because of this, more and more companies are discovering that despite their spending potential, most appear bored by what they see. 
One reason is that many companies forget they are out there and most ads are too "youth oriented." 
                   A research firm, WSL Strategic Retail, reports that seniors are spending 
                 less in retail stores and malls than in previous years. As a matter of fact, 
                 spending by the 18- through 34-year-old group was up more than 20 percent 
                 during the last five years, while at the same time seniors were spending 
                 more than 9 percent less.