ZOOMERS CONTROL THE MARKETPLACE. HERE ARE 15 CATEGORIES WHERE THERE ARE AT LEAST 2 MILLION ZOOMERS YOU MAY NOT BE REACHING.
Percentages and index numbers are important. But when it comes to determining sales potential, what really matters is tonnage — how many actual people are there, who could be supporting your brand and buying your products?
To get the ball rolling, here are 15 categories of activity or spending in which there are at least 2 million Zoomers (Canada’s 45-population). The source in all cases is Vividata Fall 2018.
1. 3,878,000 Zoomers purchased or leased a new vehicle in the past 12 months.
That’s more than any other age group, and almost half (48.6%) of all Canadians who bought or leased a new vehicle in the past year. Yet how many car commercials show Zoomers?
2. 2,205,000 Zoomers spent $40,000 or more on their most recently-acquired vehicle.
Zoomers are even more dominant (no surprise) when you get to higher price points. Those 2.2 million Zoomers who spent $40,000 or more represent 54.4% of all Canadians who spent that much.
3. 6,222,000 Zoomers took a vacation trip within Canada over the past 12 months.
The Zoomer dominance of travel is by now widely accepted, but it’s important to see the actual numbers. Zoomers represent 56.6% of all Canadians who vacationed in Canada last year.
4. 6,188,000 Zoomers took a vacation trip outside of Canada within the past 12 months.
Zoomer dominance applies equally to those who vacationed outside of Canada. Those 6.2 million Zoomers account for nearly six out of ten (58.2%) of all Canadians who holidayed outside the country last year.
5. 2,496,000 Zoomers took a vacation cruise during the past 3 years.
When it comes to cruises, Zoomers again account for six out of ten (59.5%) Canadians who went on a cruise in the past three years.
Clearly, no matter where you are in the travel industry — destination, hotel, airline, cruise line — you can’t hit your numbers without the Zoomers.
6. 2,704,000 Zoomers have a home office.
This is an important number because it demonstrates that Zoomers aren’t retiring “on schedule” at age 65. Either before or after that magic (and arbitrary) age, they’re looking for other business opportunities. Zoomers represent six out of every ten Canadians (60.5%) with a home office. This makes them a vital market for financial services, computers and related equipment, financial and tax software, commercial banking and insurance services. If you think they’re disengaging, the opposite is true.
7. 5,261,000 Zoomers used a financial planner or advisor in the past 12 months.
Zoomers have the wealth, and they’re active managers of that wealth, representing 62.4% of all Canadians who used a financial planner or advisor last year.
8. 12,838,000 Zoomers banked online in the past 3 months.
This statistic should demolish the idea that Zoomers are not tech-savvy. In fact, it adds up to more than all the other age groups combined, representing 53.4% of all Canadians who banked online in the past 3 months.
9. 3,288,000 Zoomers have savings and investments — not counting their home — in excess of $250,000.
This represents two out of every three Canadians whose level of savings and investment is that high. Zoomers are the essential market for banking and financial products and services.
10. 6,448,000 Zoomers spend $1,000 or more on their credit cards each month.
This statistic should command the attention of everyone in the consumer marketplace. Zoomers account for six out of every ten (60.1%) Canadians who put this much on their credit cards every month.
11. 13,023,000 Zoomers own their own home.
No surprise here. There are more Zoomer homeowners than all other age groups combined, making Zoomers the biggest market for all home-related products and services.
12. 2,379,000 Zoomers spent $10,000 or more on home renovations and improvements over the past 2 years.
Zoomers represent almost six out of every ten (58.5%) of Canadians who spent this much on home renovations and improvements over the past 2 years.
13. 2,094,000 Zoomers spent $500 or more on home entertainment products over the past 2 years.
Once again, Zoomers outnumber all other age groups combined. They want — can afford — and go out and but the latest in home entertainment.
14. 2,244,000 Zoomers dined out at a restaurant, bar or fast-food outlet 5 times or more in the past 30 days.
Another “six out of ten” category! Zoomers account for 61.8% of Canadians who eat out at a “heavy” level of frequency (5+ times in 30 days). Is this reflected in your media targeting and advertising creative?
15. 3,597,000 Zoomers spend $150 or more on groceries in the average week.
This number should grab the attention of everyone in consumer packaged goods and retail grocery. Once again, Zoomers outnumber all other generations combined.
Of course, these 15 examples are just scratching the surface. Keep checking at ZoomerU — we’ll be developing a new list every month.
In category after category, the evidence is overwhelming: sales depend more heavily on Zoomers, than on any combination of other age groups. Does this mean you should ignore those other age groups? Of course not. But it does mean you should take a serious look at rebalancing your spending allocations. There are millions of people you may not be talking to…and they’re buying.
That's how many Zoomers have an office in their home that's related to their own separate business (not to their employment). Zoomers account for over 60% of all Canadians who have a home office for their own business. Source: Vividata Winter 2019