Entertainment Consumption Habits - 55+ Age Group

Goals

To find information on the entertainment consumption habits of American consumers that are aged 55+ years.

Early Findings

  • In the United States, the number of household relationships, which in this case means entertainment subscriptions was higher than the number of Americans at 417 million in 2018. This number is broken down into: 120 million mobile subscriptions, 115 million home internet subscriptions, 80 million pay TV subscriptions, 69 million streaming video service subscriptions, and 33 million streaming music subscriptions.
  • Baby boomers are currently aged between 55-75 years as they were born between 1944 and 1964.
  • According to a recent Deloitte survey, the devices on which Baby Boomers are most willing to engage with advertisements are segmented into TV - 14%, smartphone - 4%, laptop computer - 5%, tablet - 2%, desktop computer - 1%, and other - 3%.
  • In watching digital video entertainment via an online streaming service, segmentation for Baby Boomers falls under weekly - 8%, monthly - 3%, one to three times per year - 4%, and never - 14%.
  • In streaming videos, Baby Boomer preferences is divided into paid streaming subscriptions - 7%, free streaming service - 8%, and others (pay TV, skinny bundle etc) - 14%.
  • In pay TV and streaming video services, Baby Boomer preferences are divided into both - 8%, only streaming video - 3%, only pay TV - 14%, and none - 4%.
  • In comfort with the current add durations, Baby Boomer preferences are divided into reduce the duration of ads (5-10 minutes) - 15% and comfortable with what it is now (10-20 minutes) - 14%.
  • More generally, Baby Boomer media and entertainment habits are divided into 6% - mobile first viewing, 24% - power streaming, 29% - highly subscribed to paid services, 27% - hybrid adopters, and 50% - linear TV consumers.
  • Baby Boomers form the highest percentage of highly subscribed and linear TV consumers.

Proposed next steps:

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