A new poll by Pew Research shows that a high percentage of Facebook users have reduced their usage of the platform. In fact, 54% of users 18 and older have adjusted their privacy settings in the past 12 months, while 42% say they've taken a break from checking Facebook for several weeks or more. ...Continue Reading
Five years ago the University of Michigan Transportation Research Institute made news with a study that showed car buyers were getting older -- and the key to future success would be the Baby Boomers. Adults in the 50-64 year old age group were 15 times more likely to buy new vehicles than 18-24 ...Continue Reading
With summer drawing to a close, the back-to-school ads are increasing in their frequency, as expected. Whether the students are kindergartners or college freshmen, the preparations are under way. But as the students head back to the classrooms, we should take a moment to recognize an under-reported ...Continue Reading
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 ...Continue Reading
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 ...Continue Reading
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, ...Continue Reading
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 ...Continue Reading
Number of Zoomers investors who have personally traded online over the past 6 months. That's more than all other age groups combined. In fact, Zoomers account for almost 60% (59.5%) of all Canadians who have traded or managed investments online over the past 6 months. Source: Vividata Spring 2018.