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Research Outline
Prepared for Kyle T. | Delivered November 15, 2019
Entertainment Consumption Habits - 55+ Age Group
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Goals
To find information on the entertainment consumption habits of American consumers that are aged 55+ years.
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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.
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