BOOMERS, MEDIA MOMS, AND POLARIZED CONSUMERS

2 BABY BOOMERS THE MOST VALUABLE GENERATION BABY BOOMERS THE MOST VALUABLE GENERATION #C360

3 BABY BOOMER GENERATION 80 MILLION 1946–1964 #C360

4 BIG & GETTING BIGGER M TODAY: 20 YEARS: % +12% #C360

5 THE BOOMER WAVE #C360

6 IN 5 YEARS… $15T <5050+ IN 5 YEARS, 50% OF U.S. ADULTS WILL BE 50+ THEY WILL CONTROL 70% OF DISPOSABLE INCOME IN THE NEXT 20 YEARS, THEY WILL INHERIT $15T 70% 50% #C360

7 INCOME GENERATION #C360

8 BOOMERS ARE… 44% OF U.S. POPULATION 70% OF U.S. DISPOSABLE INCOME 49% OF TOTAL CPG SALES 40% OF CUSTOMERS PAYING FOR WIRELESS 41% OF CUSTOMERS PURCHASING APPLE COMPUTERS #C360

9 PRODUCT COMPARISON HOW OFTEN FEMALE HEADS OF HOUSEHOLDS LOOK AT UNIT PRICE TO COMPARE PRODUTS. #C360

10 POWERING TECHNOLOGY 33%... – OF ALL ONLINE USERS – OF ALL SOCIAL MEDIA AND TWITTER – OF BOOMERS ARE HEAVY INTERNET USERS – SHOP ONLINE #C360

11 MARKETING AND MEDIA FRIENDLY #C HRS/MONTH BABY BOOMERS GEN X MILLENIALS

12 HAPPIER WITH AGE SELF-REPORTED WELL-BEING ON A SCALE OF * * THE ECONOMIST. #C360

13 THE DIVIDE Half of CPG $ Spend… 5% Ad Dollars Aimed at years 50% 5% #C360

14 HOW TO LEVERAGE THE OPPORTUNITY VALUE WHAT’S VALUABLE FIND THEM AND FIND YOUR WAY IN PUT THE “ME” IN YOUR MESSAGE #C360

15 #C360

16 THE AMERICAN MEDIA MOM #C360

17 #C360

18 MOMS WATCH LESS TV OVERALL #C360

19 BUT WATCH MORE TIME-SHIFTED TV INDEX TO UNIVERSE #C360

20 TV STILL RESONATES UNIVERSE 18+BABYCENTER MOMSMOMS WITH CHILDREN <6 DWTSMODERN FAMILYX-FACTOR 60 MINUTESGREY’S ANATOMY TWO AND A HALF MENX-FACTORDWTS X-FACTORTWO AND A HALF MEN CASTLEDWTSMODERN FAMILY PERSON OF INTERESTNEW GIRLPRIVATE PRACTICE AMAZING RACE 192 BROKE GIRLSPARENTHOOD THE GOOD WIFEPRIVATE PRACTICENEW GIRL HAWAII FIVE-0PARENTHOOD2 BROKE GIRLS BODY OF PROOFBIGGEST LOSER #C360

21 67% OF MOMS USED THE INTERNET AND WATCHED TV SIMULTANEOUSLY YESTERDAY #C360

22 TABLETS CREATE SECOND SCREEN EXPERIENCES % OF MOMS THAT USE A TABLET WHILE WATCHING TV – SEVERAL TIMES A WEEK #C360

23 Q109a:Do the children in the household use your Tablet (either on their own or through you)? Q109b: In what ways are the children in your household using your Tablet? THE “GAMES COMPUTER” CHILDREN USING TABLET HAVE CHILDREN IN HOUSEHOLD (Q N=409) DO CHILDREN (0-11) USE TABLET ADULTS WITH CHILDREN UNDER 12 (Q N=573) #C360

24 Mobile Insights; Q4 11 MOMS ARE EARLY TECH ADOPTERS MOMS WITH KIDS <4UNIVERSE % 45.5% 44.2% 55.8% OWNS A FEATURE PHONE OWNS A SMARTPHONE #C360

25 Mobile Insights; Q4 11 MOM’S MOBILE DEVICE AS A SOCIAL LIFELINE % OF MOMS THAT USE SOCIAL MEDIA SITES OR APPS ON THEIR MOBILE PHONE 49% MOMS WITH KIDS <9 #C360

26 SOCIAL AND ENTERTAINMENT APPS ARE WIDELY USED BY THIS PARTICULAR IPHONE OWNER Minutes TOTAL TIME SPENT: 3:05 NIELSEN IPHONE PANELIST PROFILE FEMALE, 31 YEARS OLD EMPLOYED PART TIME (INCOME $35-50K) WHITE MARRIED ONE IPHONE USER’S TIME SPENT ENGAGED WITH HANDSET SMARTPHONE ANALYTICS, FEBRUARY 11, 2012 #C360

27 SEIZING HER MOBILE MOMENT OF TRUTH *Moms = Moms with children <6 years old NetView Online October 2011 Mobile Insights Q42011 INDEX TO UNIVERSE % OF MOMS THAT EXHIBIT MOBILE SHOPPING BEHAVIOR ON THEIR PHONE #C360

28 VARIETY OF MEDIA HABITS, BUT MORE IS BETTER MORE OPPORTUNITY TO REACH A HARD-TO-FIND CAPTIVE AUDIENCE = #C360

29 POLARIZED CONSUMERS #C360

30 LOWER INCOME CONSUMERS BRANDED PRODUCTS OR PRIVATE LABEL? SUPERMARKETS & MASS MERCHANDISERS OR DOLLAR STORES & CONVENIENCE STORES? HEAVY ONLINE USERS OR HEAVY TV WATCHERS? #C360

31 WHO AND WHERE ARE LOWER INCOME CONSUMERS? MOSTLY CAUCASIAN, WITH ALL ETHNIC GROUPS REPRESENTED MOSTLY YOUNGER AND OLDER CONSUMERS 60% NOT IN WORK FORCE DISTRIBUTED THROUGHOUT US #C360

32 HOW AND WHAT LOWER INCOME CONSUMERS BUY 1/3 $25 VS. $37 SPEND 1/3 LESS PER TRIP THAN UPPER INCOME GROUP SHOP MORE OFTEN, SPEND LESS PER VISIT

33 WHERE LOWER INCOME CONSUMERS SHOP PERCENT OF $ SALES IN CHANNEL FROM LOWER INCOME CONSUMERS #C360

34 WHERE LOWER INCOME CONSUMERS SHOP CHANNEL $ SHARE

35 MEDIA ACCESS AND DEVICE PENETRATION >80% PAID TV 22% DVR 33% GAMING CONSOLE 3%3% TABLET ~50% HIGH SPEED INTERNET 35% SMARTPHONE

WHAT DID YOU THINK? RATE THIS SESSION USE THE MOBILE AGENDA: 1.SELECT SURVEY 2.FIND THE LINK FOR YOUR SESSION USE YOUR PC OR IPAD: 1.NIELSEN.COM/C360 2.ACCESS THE ATTENDEE ONLY LINKS

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