The Power of Demographic Outliers


Nielsen’s Joe Stagaman and Pat McDonough presented findings at Consumer 360 on the opportunities that exist for marketers looking beyond traditional "sweet-spot” demographics. In fact, marketers who are only focusing on the traditional 25-54 age demographic are missing about 58 percent of the U.S. population totaling 180 million people, overlooking growth opportunities as baby boomers age and those under 25 wield increasing influence over household spending.

"A general understanding of those aged under 25 and over 54 is lacking,” said McDonough. "Many of the long-held beliefs about these groups’ purchasing and media habits are just plain wrong.”


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