Affluent Baby Boomers

Overview

SeeSaw Networks has the most extensive network in the United States to reach affluent families who are out and about. The SeeSaw Network includes: Total # of Venues 17,000+ nationwide # of Weekly Impressions 19+ million 45-54 Demographic Index* 128 55-64 Demographic Index* 94 * - Represents a demographic index for a national campaign compared to U.S. national average SeeSaw’s unique ability to reach a targeted audience can be scaled up to a national media buy when a media planner blends multiple types of digital out-of-home venues from the SeeSaw Network. With SeeSaw, advertisers and agencies can easily create customized campaigns that cost effectively reach the affluent baby boomers by demographic and place-based targeting.

Venues Bars & Restaurants - Buzztime Bars & Restaurants - Ecast Bookstores - BordersTV Casino Hotels Coffee Shops - Coffee Bean & Tea Leaf Coffee Shops - Tully's Dental Offices Juice Bars - Juice It Up Juice Bars - Robeks US Border Crossings Veterinary Clinics

Day in the life

A Day in the Life of Affluent Baby Boomers

As Summer and Carson, both with professional jobs, go about their day, digital out-of-home media engages them across a variety of venues:

	6:15AM – Health Club 6:15AM – Health Club Carson leaves for work, with a stop at his athletic club for a quick workout.
	7:45AM – Office Building After parking his Acura MDX, Carson catches the elevators of his office building to reach his 12th storey office. Catches news headlines while riding the elevator on a small TV in the elevator.
	8:00AM – Coffee Shop 8:00AM – Coffee Shop Summer stops at a coffee shop to pickup her muffin and latte after dropping kids at school on her way to work
	12:00PM – Bars and Restaurants 12:00PM – Bars and Restaurants Carson has a business lunch at a local restaurant. Summer makes a quick trip to the deli downstairs.
	3:02PM – Coffee Shop Summer and Carson take a quick walk to the Starbucks across the street to get their afternoon Latte. Carson sees an ad for TaylorMade’s new Golf clubs while riding the elevator up to his office.
	5:15PM – Gas Station 5:15PM – Gas Station Summer drives back home - makes a quick stop at a gas station to fill up her Audi.
	5:50PM – Grocery Store and Veterinary Clinic 5:50PM – Grocery Store and Veterinary Clinic Carson stops at a local store to pickup some groceries and drop off the DVD they rented a couple of days ago and pick up a new one. He also stops at a veterinarian clinic to pickup some medicine for their dog.

Activities

Activities for Affluent Baby Boomers

Carson and Summer spend their weekdays and weekends in the following activities:

• Spend 9-10 hours at work. Carson travels about 20% of his time for business and, when traveling, is gone for 3-4 days at a time
• Commute time either spent on the cell phone or listening to music on their CDs
• Summer typically arrives early from work and prepares dinner for the family. Carson and the two children help Summer with dinner and chores. Dinner and chores take about 1.5 to 2 hours.
• Carson and Summer catch up with kids about their school activities, help then with homework etc. for about 30 to 45 minutes a day
• They spend about 30-45 minutes a day watching a previously recorded show on their TV/DVR
• Weekends are very busy - about 2 hours at the Church; 3-4 hours at their golf/tennis/athletic club; a quiet family dinner or brunch at a local restaurant on Saturday; grocery shopping or home-related purchases that takes about 3-4 hours; get together over lunch or dinner with friends or relatives at their homes a couple of times a month

Research

Research About Affluent Baby Boomers

Affluent Baby Boomers’ Awareness of Digital Out-of-Home Media

• Older affluents are as aware as general adults of digital signage advertising. They report seeing digital signage in malls, grocery stores, along streets and highways, and at airports.
• Older affluents who are aware of this media within the past week have seen digital signage advertising in five or six different locations, on average.
• Older affluents find advertising on digital signage more unique than advertising on all other media; they say that it is also more eye-catching and entertaining than advertising in magazines, the Internet, newspapers, and radio.
• Older affluents are generally less likely to take action based on seeing advertisements on a particular media and this holds true with digital signage as well with 26% of older affluents said they had taken action after seeing advertisements on digital signage.

Source: OTX Digital Out-of-Home Media Awareness and Attitude Study – 2007

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Spending and Media Consumption Patterns of Affluent Baby Boomers

Today's generation of affluent families are characterized by the following:

• 17.8% of the US households have annual income above $100K, but only 5.6% of the individuals have incomes about $100K. Hence mass affluence is typically defined by double income families. – source US Census Bureau
• They overindex on tennis, CDs and video cameras.
• They are more likely to consume: Grey Poupon mustard, Progresso Soup, light/sugar free Yogurt, Power bars and Samuel Adams.
• They are more likely to live in Stamford-Norwalk, CT; San Jose, CA; State College PA; Middlesex-Somerset, NJ; Nassau-Suffolk, NY; Danbury, CT; San Francisco, CA; Orange County, CA; and Ann Arbor, MI. – source American Demographics, 2003
• They are more likely than average to say that they keep up with style and fashion.
• Spending Power
• Belonging to the upper quartile of the mass affluent demographics, Carson and June present an attractive audience to the advertisers.
• The use their high disposable income to buy 'entry-level' luxury products, eat out more often and spend on fashion and leisure.
• Actively purchase investment products -- typically have between $100k and $1M in liquid assets)
• Have active social networks and influence the purchases of people around them

Source: American Affluence Research Center and American Demographics report “Worth a closer Look - demographics, psychographics and spending patterns of America's wealthy”