Five by Five：婴儿潮一代的市场研究（英文版）(24页).pdf

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1、1Launch Marketing Report 2019: The Baby Boomers Perspective What makes Baby Boomers wise to new product launches? 2Launch Marketing Report 2019: The Baby Boomers Perspective Foreword. Baby Boomers. There are 12 million in the UK making up a sixth of the population, a figure that is predicted to swel

2、l in the coming years. They account for 80% of the UKs 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 countrys workfor

3、ce. 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 se

4、gment. 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 c

5、ommissioned 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 surpris

6、ing 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. 3Launch Marketing Report 2019: The Baby Boomers Perspective Hypothesis. 01 4La