The 50+ demo is soaring high.

Those desirable boomers you talk about, they are our audience.

AARP’s Audience

AARP’s many media vehicles capture the attention of Boomers and beyond–the dynamic 50+ audience. It is a group that has more disposable income than any other age demo, and shops for homes, cars, clothing, travel, and technology like no one else.

Talk to our nearly 37 million AARP members and you’ll find their response to your marketing message quite rewarding.

7 reasons why 50+ are marketers’
darlings… or should be.

• Biggest demographic – 43% of adult population
• Boomer bulge – 88% of Boomers are already 50+
• Buy more – 47% of all consumer goods
• Most assets – 75% of discretionary wealth
• Fastest growing – 3x times faster than 18-49
• Longest lasting – dominant demo for next 40 years

How AARP Media reaches
the best of the best.

• 88% more likely to have an investment portfolio $100,000+
• 73% more likely to own a vacation home
• 45% more likely to have a valid passport
• 61% more likely to have a master’s/higher degree
• 40% more likely to be an influential
• 36% higher median household net worth
• 18% higher median household income

Source US Census; GfK MRI Spring 2012 (AARP members v. non-members, 50+)


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Carla Hendra
Global Chairman, OgilvyRED

While many of our clients prefer to test before they move their budgets significantly into digital, all the research indicates that digital spending is growing across all demographic segments including 50+ consumers.

Historically, with their unprecedented size and purchase power, Boomers have created or transformed industries ranging from toys and television to cars and credit cards and their emerging impact on digital looks to be no different.

While advertising and marketing to Boomers is across search, display, content distribution, and especially earned media, through the use of social platforms, those that leverage digital’s addressable and customizable capabilities to provide Boomers with a more personalized experience, will be sure to win a bigger piece of the pie.