Demographics of Radio Listeners

Radio, which first arrived in the US in the 1920, was quickly adopted by urban citizens.  Today, it reaches more 77% of adults daily.  76% of Baby Boomers listen to radio, more than any other demographic cohort. 

News/talk formats and public radio stations are especially appealing to mature, highly-educated listeners.  The average age of a public radio listener is 54.1 years old.  42% of NPR listeners are over 50 and 54% are college graduates.

In their “State of the Media Report,” The Pew Project for Excellence in Journalism notes that:

Listeners of news/talk radio tend to be older than those of other formats, plus more educated and affluent.  More than half (57%) are over the age of 55 and three-quarters (77%) are over 45. Nearly half (45%) are college graduates and more than 4 in 10 (41%) have a household income of $75,000 or more.

Age may be a factor of the differences between AM and FM listeners. Traditionally, most news/talk has aired on the AM band, where listeners tend to be older.

Will Digital Kill the Radio Stars?

With iPods, music on demand, the Internet and satellite radio all cutting into broadcast radio’s “turf,” is it any wonder that Pew writes “Radio is well on its way to becoming something altogether new — a medium called audio.”

But even as radio becomes audio, it’s still an effective way to market to Boomers.  

In 2005, Arbitron reported satellite radio audience “more closely mirrors the age and gender profile of the average American than audiences of other digital forms of radio … 18% are age 55 and older.”  At the time of that study, another 18% were aged 45-54 – younger Baby Boomers (aka Gen Jones).  Satellite radio subscribers are also wealthier; they are twice as likely to live in a household with an income of $100,000 or more.  Older subscribers say they appreciate the ability to find music from their youth that is no longer played on broadcast radio; they also like filtering out the on-air chatter of commercial radio, sometimes perceived as offensive.

And, in 2006, Edison Research and Arbitron found that 26% of Americans over 45 years old had listened to radio streamed over the Internet in the last month.  Remember: Boomers are particularly time-pressed, often caring for elder parents and/or adult children (or grandchildren) while still working.  Internet radio allows them to listen when they want, and to the content or programming that’s most relevant to them. 

Will your 2010 plans include radio?  Share your thoughts below.

Pew points to people’s natural “tendency to place greater emphasis on religion as they age” but notes that – when you look at how the generations felt when they were of similar ages (18-29 years old), Millennials are more like Baby Boomers than Gen X.

“[Y]oung people today look very much like Baby Boomers did at a similar point in their life cycle; in a 1978 Gallup poll, 39% of Boomers said religion was very important to them.”

We are reminded that marketing to Boomers or any other generation for that matter) cannot be based on a cohort’s label alone.  It’s what what Dick Stroud once called the “the blindingly obvious – lifestyle and lifestage trumps age.”

Attitudes about religion change with life stage, throughout our lives.   For example, AARP found that Boomers’ confidence in organized religion had actually decreased from the 1970s to 2002.

Can Spirituality be a Marketing Motivator?

While attitudes about organized religion or the importance of religion may change, Baby Boomers as a cohort have been consistently motivated by spirituality.  A 2007 AARP study found that 85% of Boomers rank themselves from either “somewhat spiritual” to “very spiritual.” This is a motivating factor marketers should consider.

In an enlightening 2008 webinar for the International Mature Marketing Network (IMMN), Dr. Carol Orsborn of VibrantNation talked about “The Intersection Between Marketing and Spirituality in the Boomer Marketplace.”  Orsborn sees spiritual buzzwords hidden in advertising.  Lotions that help you “make peace with your skin;” earphones that create “a sanctuary.”

One of Orsborn’s posts from fall 2008 tracks the “spiritual history” of Boomers.  (A 2006 Newsweek article:  “Boomers, Religion and the Meaning of Life” also offers context.)  Orsborn wrote that today, 50+ers (especially women), are looking for meaning and renewal, and they’re open to spiritual opportunities outside of churches or synagogues or mosques.

What do you think, generational marketers?  Should we, as John Lennon wrote, imagine there’s no religion?  Can we/should we tap into Boomers’ ongoing search for meaning and renewal to create business results?

• In 1964, when Silents were ages 19-36 yrs old, 24% had already served in military.
• In 1978, when Boomers were ages 14-32 yrs old, 13% were veterans.
• In 1995, Gen X were ages 15-30 yrs old, 6% had served.
• Millennials are currently 18-29 yrs old.  Per 2010 Pew research, only 2% are veterans.

(You also can look at this data in Pew’s excellent interactive chart, comparing generations now and when they were the same ages.)

No wonder the Silent Generation feels that their wartime experiences/history are what make their generation unique from Baby Boomers, Gen X and the Millennials. 

Learn about marketing to mature veterans as a senior “niche” by reading our 2009 post on the subject.  And add your comments below on what this shift means – if anything – to generational marketers.

Despite tremendous growth in the numbers of Baby Boomers and matures actively participating in social networks, Pew Research Center found that “Only 30% of all Boomers and 6% of members of the Silent generation have created their own profile on a social networking site.”

 Now, 30% of all Baby Boomers is a sizable group, but the research reminds mature marketers it’s good to be choosy about how much and where to invest in social media marketing.

Nearly 1 in 5 (19%) Gen Xers and fewer than 1 in 10 (11%) Boomers told Pew they visit social networking sites multiple times a day.  More Boomers (26%) than Gen X (19%) go on once a day.  14% Millennials, 10% Gen X, 6% of Baby Boomers and 1% of Silent Generation members say they have ever used Twitter.

Learn more about social media and Boomers/seniors.  Please check out our other posts on this subject or download our complimentary “Top 10 Take-aways” from the 2010 Builders Show.  Or, email social [at] creatingresults.com to request our Social Media Cheat Sheet (with descriptions, data on popular social networking sites) and the Social Media Survival Guide (lays out a five-step plan for getting your brand socially engaged).

 Two years ago, Harris Interactive asked Americans what they’d re-name their generation, if they could.  A full quarter of both Millennials and Gen X chose “Generation Tech.”  That finding is confirmed in Pew’s new research which reported that – especially for the 18-29 year olds -, technology is what defines them as distinct from Boomers and beyond.

It’s not just use of technology but attitude that distinguishes Millennials and Gen Xers from their elders.

“[A] majority of the public takes the positive view of modern technology. Half of the public says that new technology makes people closer to their friends and family, but 39% say that new technology makes people more isolated. A majority of Millennials (54%) and Gen Xers (52%) think that new technology makes people closer to each other rather than more isolated. But Boomers and members of the Silent generation are more divided in their opinion.”

The upshot for those marketing to Baby Boomers and Silent Generation?  Many elders are tech savvy and active online.  But it’s not what defines them.  Don’t forget traditional marketing techniques such as direct mail or print advertising when trying to motivate 50+ consumers.

Do Generational Distinctions Matter to Marketing?

How we see ourselves does matter to marketing, so it’s interesting to note that each of the four generations told researchers that there are reasons they are unique. 

First, here’s how Pew defines the generations:

• Millennial: Born after 1980, currently 18-29 years old
• Generation X:  Born between 1965-1980, now 30-45 years old
• Baby Boom: Born 1946-1964, currently ages 46-64 (includes both leading edge/older Boomers and the trailing edge/younger Boomers often broken out as “Generation Jones”)
• Silent (aka “Ikes”): Born between 1928-1945, now 65 years old or better

Now, here’s how each generation defines what makes them different than the rest.

All of the generations except the Millennials said work ethic was a distinguishing trait.  This is especially ironic because Pew’s study also shows that 15% of Millennials reported being successful in a high-paying career was one of the most important things in their lives (vs. only 7% of respondents over 30 years old who felt that way).

The report cites Millennials (61%) and Silents (66%) as saying theirs is a unique generation.  The Silent Generation respondents were most likely to say that theirs is not just a different generation, but it is better/stronger than the others (4%).

Silents also were most likely to say that the historic times in which they lived were defining of their generation.  (Check out this case study of branding/market research done for a museum focused on WWI and WWI experiences to see one way we’ve applied this type of insight.)  Perhaps this will get lazy marketers to stop tossing peace symbols and Woodstock references into every Boomer-oriented ad?

“Youth-oriented movies make or break themselves on their opening weekends,” says Bill Newcott, host of Movies for Grownups® and editor of AARP The Magazine. “But three of the highest-grossing movies of all time—the grownup-oriented My Big Fat Greek Wedding, Dances with Wolves, and A Beautiful Mind—never reached number one at the box office. How did they manage that success? It was thanks to mature audiences, who kept those movies in the theaters for months.”

That’s right, Bill, and don’t forget that many of our best known and most prolific directors, actors, and screenwriters are working until later in life and producing some of their most powerful work to date.

Imagine if Clint Eastwood’s career had ended at age 55? His last movie would have been Pale Rider. Instead, we have what is widely considered the best work of his career, including Invictus, Gran Torino, Million Dollar Baby, Unforgiven, and many more.

“Life is a constant class, and once you think you know it all, you’re due to decay. You’re due to slide. I have to keep challenging myself and try something I haven’t done before. ” – Clint Eastwood

Like most of us, Clint’s life experience has informed his acting work and his years of directing experience have honed his skills immeasurably.

At age 42, the type of movie that appeals to me now is not the type of movie that appealed to me twenty years ago. This is not unusual! We all change throughout our lives, and our tastes change along the way. That is what makes marketing to older age cohorts – Baby Boomers and Silent Generation – a greater challenge. Not only is the target moving (continuing to age), but mature consumers become more skillful in deciding if something fits their personal taste. They are a tougher sales prospect, less willing to give over precious time to be ’sold’ on something.

What do mature movie-goers willingly pay the record ticket prices for? Check out AARP’s ninth annual Movies for Grownups® awards for insight into the cinematic tastes of matures. They reflect some of the attitudes and preferences of your Boomer and Silent Gen marketing targets.

The success of Movies for Grownups® illustrates there is a hunger for thoughtful, legitimate ‘grownup’ perspectives on what is in the marketplace for mature consumers. Use the life experience and skills of mature prospects to your advantage. Approach them as adults, not children. Well-executed mature marketing is authentic. Reward the target’s interest and time by focusing on their specific concerns and respecting their experience.

The Press of Atlantic City took a closer look at service groups and their membership in January:

The average age for members of service groups has steadily risen, and is now in the late 50s for most. Since young people have not been joining the groups, there is a fear that the average age will continue to rise and that increased health problems will prevent members from being as effective.

It isn’t that young people are not volunteering, said sociologist Peter Levine, of the Center for Information and Research on Civic Learning and Engagement at Tufts University. They just do not tend to join organizations such as service clubs, which can require weekly meetings at restaurants; annual dues of at least $100, plus meal costs; and the time commitment of serving on committees.

Instead, young people and parents of young children volunteer for events and charities that they can fit into busy work and family lives.

Rotary has been adjusting to the times with new classes of memberships and different types of clubs that meet less frequently or even online.  The service organization continues to experience strong growth overseas and achieve remarkable things.  Read the entire article here.

At Creating Results, we feel the principles and pursuits of service groups like Rotary are truly ageless – it’s a great place for Gen X, Baby Boomers the (not-so-) Silent Generation, AND Gen Y/younger people.

Todd Harff is Vice-President of the Lake Ridge (VA) service group, and our charity arm, Creating Results in the Community, has partnered with Rotary on many projects.  Most recently we sent a Shelter Box to help people in Haiti.  An added benefit is that Rotarians have been great clients. 

Rotary has 1.2 million members in 33,000 clubs worldwide.  Learn more about the organization here: http://rotary.org/EN/ABOUTUS/Pages/ridefault.aspx. 

And, Happy Birthday, Rotary!

Baby Boomers are Grandparents, Too

According to Grandparents.com, roughly half of all Boomers are grandparents and the other half are soon to follow.  Their April 2009 report, authored by demographer Peter Francese, looked at the spending habits and economic impact of grandparents and found that ”in aggregate, they buy $2 trillion worth of goods and services annually.”  Francese/Grandparents.com also found that grandparents are younger than ever before:

* “Parents first become grandparents at the median age of 50 for women and 54 for men.
* 54% of grandparents, almost 38 million, are younger than 65 years old.
* By 2010, more than half of the grandparent population (51%) will be Baby Boomers (those born between 1946 and 1964) — nearly 60% by 2015.”

What Grandparents Spend … and Spend On

 Mary Furlong reports that grandparents possess $2 Trillion in spending power, and spend $52 billion on their grandkids.  They also make 45% of all non-profit contributions; their generosity is not limited to their own family.

The White Hutchinson Leisure & Learning Group has reported the average grandparent spends $1,027 total per year on grandchildren.  Those in the West are bigger spenders ($1,300 a year) while those in the East (including my Nana) spend less ($821).  Granddads spend 14% more than grandmoms! 

While spending typically rises with the age of the child, those Baby Boomer Nonnies, Mims and Gigis with grandkids under 12 are most likely to eat at fast food joints, per Experian Simmons. 

25% of all toy purchases are made by grandparents, but it’s not all toys & games.  Education (collectively, our grandmas and granddads spend $32 billion on tuition and other education-related expenses each year) and travel (more than 1/3 of grandparents traveled with grandchildren in the last year) get a healthy share of grandparent dollars.

An estimated 4.5 million US children are living in homes headed by grandparents, who often dip into their own retirements to cover the daily living expenses of their grandchildren.  Per the 2000 Census, 57% percent of grandparents raising grandchildren are still in the work force.  As raisingyourgrandchildren.com notes, “It will be interesting to learn what the 2010 Census will show.” 

(Want to learn more about grandparents who are raising grandchildren? In 2007, AARP produced a series of state-by-state fact sheets – they’re a  little dated but available here: http://www.grandfactsheets.org/state_fact_sheets.cfm.)

Learning More About Marketing to Grandparents

Beyond what they spend on their grandkids, grandparents are important consumers and should be thoughtfully targeted.  This chart from Mary Furlong shows why:

Want the inside skinny on how to reach out to and motivate grandparents who are Baby Boomers or beyond?  Grandparents.com CEO Jerry Shereshewsky will be the luncheon speaker at a May 14 workshop in New York City, sharing tips and insights.  (Creating Results’ Todd Harff is another featured speaker at the conference, “How to Build Your Business With the Mature Consumer.”)  To find out more and register, follow this link.

Hmmm, Manhattan in May.  Maybe I should bring my Nana!

Here is the eMarketer chart projecting the US Internet user penetration, by age, for the next 5 years:

For those curious, here are the US Census projections related to the US population as a whole, by age:

As we noted on this blog last week, long gone are the days of thinking mature consumers are not online. Any business marketing lifestyle services to Boomers and seniors must have a well-constructed Internet strategy and design their websites so they are friendly to mature consumers.  Internet success is critical to overall success, and it will not happen overnight.