Zoomers 101

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Zoomers 101
A profile of Canadian Zoomers
March, 2008
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Zoomers Boomers PLUS

• Umbrella term
• Baby Boomers under 50
• PLUS Baby Boomers over 50 (i.e., 50-61)
• PLUS all Canadians 62

Lets see what this looks like FIRST, WE HAVE
TAKEN THE STATS CANADA AGE BREAKS USING JUST THE
NUMBERS I.E., WITHOUT REGARD TO BOOMERS OR
ZOOMERS OR ANY OTHER DESCRIPTIVE TERMS
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Population by Stats Canada age breaks
Baby Boomers in 08 age 44-61
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Now, we recast the same numbers in terms of
Zoomers. We add the younger Baby Boomers to the
total 50 population. Heres what the picture
looks like
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Zoomers as a percentage of population
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Huge buying clout

• Using combination of Stats Can, PMB
• Zoomers control the marketplace
• About 14.5 million Zoomers about 42 of entire
  population
• Net worth of average Zoomer household - 251,800
• Vs. 84,100 for younger households
• Of those households
• With 100,000 income 73 are Zoomers
• Who own mutual funds 67 are Zoomers
• Who own RRSPs 65 are Zoomers
• With savings or securities valued over 100,00
  82 are Zoomers
• Who own a home 57 are Zoomers
• Who own a vacation home 65 are Zoomers
• Who own investment real estate 62 are Zoomers

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Money

• Account for 58 of all consumer spending
• Average household net worth - 560,484 (vs.
  average 243,689 for households 18-43)
• Only age segment whose net worth increased in
  value between 1980 and 2001

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Money

• Represent most important segment for many
  financial products and services
• 68 of all those who own mutual funds
• 66 of all those who have RRSPs
• 71 of all those who have investments outside of
  RRSPs
• 68 of those who own stocks
• 69 of those who own investment real estate
• 83 of those with total securities and savings
  of over 500,000
• 54 of those who use private banking services

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Money

• Dominate in high-value portfolios

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Travel

• Most important segment largest market for
  virtually every travel category

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Travel

• Most important market for major destinations

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Health and wellness

• Buy 70 of all OTC products
• Buy 80 of all health care products
• Longevity creating huge new marketing
  opportunities
• Average age of entering a nursing home is over
  85 so 50Plus represent decades of additional
  consumer activity and spending, compared to
  previous generations
• Health
• Fitness
• Anti-aging
• Mobility and independent living

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Home

• Largest percentage of home ownership of any age
  group

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Home

• Largest share of home owners at every resale
  price point

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Home

• Largest spenders on home improvement and
  renovation

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Automobiles

• Zoomers own 62 of all cars, more than all other
  segments combined

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Automobiles

• Zoomers purchased 58 of all cars acquired in the
  past 12 months

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Were adding more data all the time

• ZoomerMedia is currently adding data in a wide
  range of other categories
• Check back to www.uofz.ca frequently
• Or e-mail us with any questions in specific
  product categories
• David Cravit, EVP d.cravit_at_50plus.com
• Todd Goldsbie, Director of Sales and Business
  Development t.goldsbie_at_50plus.com
• Danny Brainin, Executive Creative Director -
  d.brainin_at_50plus.com

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