Digital Audience Segments Of A Modern Baby Boomer: Starts At 60 Data

Digital Audience Segments Of A Modern Baby Boomer: Starts At 60 Data
SHARE
THIS



Starts at 60 today launched their audience data products that make segments of the audience available to clients for better targeting of advertising and content.

They are releasing 14 off-the-shelf audiences and 12 more specialty audiences that provide highly targeted segmentation to advertisers seeking the increasingly appealing digital 60 year old.

The 14 audience personas include Money and Investment, Travel Lovers, High Value Grocery Buyers, Entertainment Seekers, Arts, Culture and Literature Lovers, Health and Medicine Lovers, Style and Beauty Lovers, Over 65s, Active Starts at 60 Community Members, and Active Investors.

In the off-the-shelf audiences, they have also built a series of three personas around retirement mindsets called “Pre-Euphoria”  “Euphoria” and “Post Euphoria” that stand alone in the targeted of the modern retiree.

In addition to this a selection of more specialist audiences have been released, including those planning for retirement, showing strong interests in luxury travel or cruising, and those who have pets, or wear glasses and sunglasses.  We’ve found large swathes of our audience that are interested in craft, researching downsizing, or purchasing motor vehicles too.  And the team can build custom audiences as well.

Dale Olcorn, manager of data and advertising at Starts at 60 said, “With Lotame we have been able to identify distinct behaviours and attributes among online over 60s to allow us to match the right advertiser with the right consumer.”

In January, Starts at 60 had a unique audience of approx. 499,000 users in Australia, combining Nielsen Digital Ratings measures with Facebook Instant Articles.

“We were also the most engaged media site in Australia according to Facebook Insights data on a selection of 20 major media brands including SMH, ABC, Pedestrian, Mamamia, Today, Sunrise, Womens’ Weekly, New Idea, and many more, said Founder and CEO of Starts at 60, Rebecca Wilson.

“The Baby Boomer is rapidly becoming a very appealing audience for advertisers, with the realisation that it is a different mature audience emerging today than any previously seen in media.  The emerging 60+ is wealthier than they’ve ever been and more carefree and euphoric than ever in their spending behaviours.

A quick look at the Starts at 60 audiences shows some key audiences include:

The high value grocery buyer – the 25 per cent of over 60s who have a household income over $100k PA and choose to shop online regularly.  86 per cent of these own pets and 76 per cent enjoy an alcoholic beverage.

The Travel-Lover, 50 per cent of which are currently retired, allowing them to travel 2-4 times per year on short notice and large trips of their dreams.  39 per cent of the travel loving audience have visited an airline website in the last month.

The Health and Medicine audience, who is 4.9 times more likely to purchase over the counter medications than average internet users.  48 per cent of these have an interest in weight management and ¼ of them are looking to purchase nutritional food.

The Investor, 83 per cent of whom are also avid travellers, and 71 per cent are actively planning for or living in their retirement with 100 per cent showing an interest in personal finance.

And the Style and Beauty Lover, 76 per cent of whom have an interest in online fashion and are 6.9 times more likely to purchase fragrances.

 

Please login with linkedin to comment

Macquarie Radio Group

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]