【女性研报】2019FivebyFive-婴儿潮一代对新产品态度调查报告（英文）_市场营销策划202.docxVIP

What makes Baby Boomers wise to new product launches? Launch Mar Launch Marketing Report 2019: The Baby Boomer’s Perspective PAGE 10 Foreword. Baby Boomers. There are 12 million in the UK making up a sixth of the population, a figure that is predicted to swell in the coming years. They account for 80% of the UK’s wealth and one in five are millionaires. The same picture can be seen in both Australia, with Baby Boomers accounting for 25% of the population and 53% of its wealth, and the USA with 76 million Baby Boomers making up 25% of the country’s workforce. However, despite these enormous numbers, our research in 2018 showed they were the least engaged age segment when it comes to launches. A worrying insight and one which we felt demanded further investigation to find out why and how we can help our clients launch successfully to this important segment. Baby Boomers should be the perfect audience. They have disposable income and generally time to absorb new product and service launches. They have experienced incredible change in terms of technology and society throughout their life, more so than any other generation in the past century. We commissioned independent research across all of our office territories in the UK, USA and Australia to discover whether this audience age segment really do shun launches or is there something deeper going on. We interviewed a total of 3,000 Baby Boomers, 1,000 in each territory and found some surprising results. The results are detailed in this White Paper and illustrate a clear path to making the most of launching products and services to this dynamic, prosperous and exciting segment. Nick Lawton. CEO, Five by Five. 01 Hypothesis. Launch awareness declines with age. Research conducted in 2018 and published in our ‘Launch Marketing Report: The Consumer’s Perspective’ revealed that the iGen (17-26-years-old) consumers are the most attuned audience segment to new product or service launches, with over half (52%) stating they we