From the New York Post, a little background:
“Alpha boomers are the fastest-growing demographic in the nation. They make up half the population and spend more money on goods and services — nearly $2 trillion — than any other age group. They buy more technology and gadgets — 40% of the market — than any other demo. They drive elections, accounting for the biggest voting blocs in both 2008 and 2010. Alpha boomers have the second-highest median household income, at $69,000, trailing only the 35-44 age group, whose median earnings are $75,000 annually. They own the most second homes in the nation. They largely share the same tastes in online usage as the 18-34s, ranking Facebook and YouTube among their favorite sites, and they buy at least one product online per month. They own more iPads and smartphones than any other demo and record and watch more programming on their DVRs than anyone else. They are less loyal to brands than Gen Xers.They are almost completely ignored by advertisers.
“Marketers have known where the wealth is for a very long time,” says Jim Fishman, senior vice president/group publisher of AARP. “They’ve just decided not to target them. We had a retailer who decided not to advertise with us, even though they knew their consumer reads our magazine. They did not want to be associated with old age.”