This reminds me of the conflicting health information that is out there. Eggs are bad, then they are good for you type thing. More importantly, I think it shows the diversity of niches that an agent can target. However, before you jump back into that cholesterol rich newspaper ad campaign, the subhead of the report says:
Newspapers & Internet Dominate Media Interests Of Empty Nesters
From Media Audit:
The seventeen million empty nesters in the 87 markets surveyed regularly by The Media Audit are 45 or older and very affluent, indexing about 100 points above the market average of 100 in almost every income category beyond $50,000.
Annual household income categories and indexes are:
- $50,000 - $74,999, index 221
- $75,000 - $99,999, index 202
- $100,000 - $149,999, index 196
- $150,000 or more, index 179
Bob Jordan, president of International Demographics, Inc., notes that "The media habits of the affluent empty nesters are dominated by newspapers and the Internet." According to the report, more than 27 percent spend an hour or more each day reading a newspaper (index 159) and 38.7 percent spend 430 minutes or more each week on the Internet (index 107). Radio, television and direct mail all index at less than 100 with the affluent empty nesters.
Almost one fifth of the people who plan on spending more than $30,000 for their next automobile are affluent empty nesters, 50% more than the average. And those who ate out at least four times during the last two weeks (at a sit-down restaurant) also index at 152.
Other findings from the report include:
- 35% (index 123) of the affluent empty nesters plan to take an ocean cruise during the next 2-3 years
- 33.9% (index 130) visited a gambling casino at least once during the past year
- More than 37% (index 114) made five or more purchases on the Internet during the past year
- 20.1% (index 114) made 12 or more purchases on the Internet.
- Approximately 62.8% (index 104) spend $100 or more weekly at the supermarket
- 33.6 percent (index 100) spend $150 or more there.
