With today’s dizzying rate of technological advance, it’s easy to let yourself believe that the “older” market aren’t keeping up. Nothing could be further from the truth, and we can prove it. Start by recognizing that three different age cohorts are represented in the Zoomer (45-plus) ...

That's how many Zoomers bought computer hardware or software online in the past 12 months -- more than any other age group. Zoomers have embraced online shopping, and are the most important market in virtually every category. Source: Vividata Spring 2018 ...

It’s not exactly news that buying a house is increasingly unaffordable, especially in the major markets like Toronto and Vancouver. The same applies across the USA, where the financial struggles of the Millennials are compounded by massive debt from student loans, and where the inability to swing ...

In past generations, getting older meant withdrawing from the consumer marketplace. Age not only meant physical frailty, but economic frailty. Your income was fixed, you didn’t need as much because you weren’t doing as much, so you were less important to marketers. Besides, your brand habits ...

Here’s a marketing no-brainer: would anyone run a serious national ad campaign and leave out Ontario? Yet that’s precisely what happens when you don’t target Zoomers, Canada’s 45-plus population. We like to call them Zoomer Nation, because they’re certainly numerous enough. In fact, ...

The conventional wisdom about the "older" age groups, is that their brand preferences are more or less set in stone and there is less urgency about influencing them, than about going after the younger age groups whose choices are still in flux. This accounts for the big disparity in the ...

How do Zoomers respond to advertising? What actions to do they take? Does it vary by where they saw/heard the ad? How does this compare with the behaviors of other age groups? Drawing on new information in Vividata Spring 2018, we take a close look...and discover some intriguing ...

In an earlier post, we commented on the "adulting" craze -- books and videos (and even a school) that train Millennials in the basic skills of acting like an adult. Skills which were "picked up" by previous generations as part of growing up, now apparently are still missing at a much older age, and ...