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CONSUMERSBRANDS

Targetaudience:BabyBoomers

inAustriConsumerInsightsreport

September2024

ConsumerInsightsTargetAudienceReport

Introduction

ReportoverviewConsumerInsightsGlobalmethodology

(1)

ThisreportanalysesBabyBoomers,whichareconsumersthatwerebornbetween1946-1964.

ThereportoffersthereaderacomprehensiveoverviewofBabyBoomersinAustria:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkBabyBoomersinAustria(’’targetaudience’’)againsttheaverageAustrianconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingAustria)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofSeptember2024

BabyBoomersinAustria

Managementsummary:keyinsights

DemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints

12%ofallrespondentsareBabyBoomers.

51%ofBabyBoomersaremale.ThereareBabyBoomersthroughoutall

incomebrackets.

28%ofBabyBoomersliveinacitywithover1millioninhabitants.

BeingsuccessfulhaslessimportancetoBabyBoomersthantotheaverageconsumer.

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