ZoomerU – Your Online Zoomer University

Are Zoomer brand choices locked in…or up for grabs?

Zoomers and Marketing

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 ...

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Protected: Webinar #1 – June 13, 2018

Insight Archive

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 ...

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“Adulting” – Part 2: Are the Millennials really that far behind?

Trends and Insights

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 ...

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‘Adult’ is now a verb

Trends and Insights

Books, videos and even a school teach Millennials how to do "adulting" It's true. Merriam-Webster has even announced it is monitoring the word "adulting" for possible inclusion in the next edition of their dictionary. Not that the definition is that tricky. To "adult" is to be able to do ...

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By the numbers: Zoomers totally dominate travel

Trends and Insights

Most marketers of travel destinations and related services acknowledge the critical importance of the "older" market. But it never hurts to make the picture more crystal clear -- especially when there is an avalanche of statistics to prove it. According to Vividata (Q3 2017), a total of 10.8 ...

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Myth #1: Zoomers are being left behind by technology

Zoomer Myths

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) ...

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If Zoomers were a province, it would be the biggest in Canada

Zoomer Nation

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, ...

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A generation of renters means less spending


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 ...

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Today's Factoid


Number of Zoomers investors who have personally traded or managed investments online over the past 6 months. That's more than all other age groups combined. In fact, Zoomers account for almost 60% (57.9%) of all Canadians who have traded or managed investments online over the past 6 months.   Source: Vividata 2017 Q3 Readership and Product Database.