for your club’s current value proposi- tion and marketing strategy?”
Purchasing Behaviours of Boomers • The first thing to know about
Boomers is that they prefer to buy things over experiences. Boomers mea- sure their success in life by the num- ber of assets they hold, and conse- quently, they like to purchase “bling” that speaks to their sense of arrival and success. • Boomers are also voracious view-
ers of television, spending an average of 25 hours per week glued to their TV sets watching traditional cable sta- tions. As a result, their purchasing de- cisions are heavily influenced by what they see on TV.
• They love to read print, whether
it’s a book, magazine or newspaper and are twice as likely as Millennials to be influenced by what they read in print. • Boomers are pragmatic and logical
buyers when it comes to essentials, as well as lifestyle-related items, meaning that they do their research before they buy. They love to use coupons when they make a purchase. • Finally, they are serious brand loy-
alists, meaning they are far more likely to purchase a product, including a club membership, from a business they are familiar with and trust.
Purchasing Behaviours of Millennials • Millennials lust after experiences and consequently prefer to purchase
experiences over things. Given the choice to buy a new car or take an ad- venturous vacation with friends, they will opt for the vacation, especially if it means creating memories with their friends. • Millennials are digital natives, or
possibly digital slaves, living online an average of 25 hours a week. • They are serious multi-taskers, of-
ten performing three or four tasks at the same time and switching media an average of 27 times an hour. • They shop and purchase online
and nearly always on mobile. • They are highly influenced by
their peers when it comes to purchas- ing; 86 percent indicate they post about their shopping experiences, and 93 percent indicate they purchased
»
By 2030, the perceived conflict of the generations will be put to rest as Millennials* will be the dominant consumer audience in Canada.
*Generally refers to individuals born from the early 1980s to the mid 1990s
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