Redefining top of the range - boomer buying behaviours

Redefining

Top of the Range

The car buying behaviours of the Boomer Generation aged 55-75 yrs.

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In this major study:

A new age opportunity

Australians aged between 55 and 75 are a much misunderstood group, seemingly invisible to marketers obsessed with targeting Millennials and Generation X.

However, the assumptions that underpin such strategies are hard to justify when you examine the spending habits, disposable income, lifestyle patterns and attitudes of what is a powerful and influential demographic.

New adventures, new horizons

Baby Boomers have big plans for their new cars.

During their retirement, they’ll be driving more kilometres than before, not fewer. As empty nesters, they have more freedom and more disposable cash and they’re going to make the most of it.

A third are already planning their next road trip, as extended holidays, weekends away and leisure pursuits become possible.

Boomers remember the unreliable, second hand cars they put up with when a new model was out of their reach. Now they can afford to push the boat out and reward themselves for all their years’ of hard work.

UA

people

*Nielsen Digital Media Ratings, Monthly Tagged, Jan-Dec 2021 monthly average, P55+, Digital C/M, Text, CarsGuide, CarsGuide Editorial, Gumtree, Autotrader, Carsales Editorial, Drive, CarAdvice, Which Car, Unique Audience. Source: *Nielsen Digital Media Ratings, Monthly Tagged, Jan-Dec 2021 monthly average, P55+, Digital C/M, Text, CarsGuide, CarsGuide Editorial, Gumtree, Autotrader, Carsales Editorial, Drive, CarAdvice, Which Car, Unique Audience | **Nielsen Digital Content Planning, Jan-Dec 2021 monthly average, P55+, Digital C/M, Text, CRU - CarsGuide, Gumtree & Autotrader, Total Deduplicated Unique Audience The Boomer research was conducted by Jerry Berowne of FF2, on behalf of CarsGuide / Autotrader. FF2 is a strategic research consultancy. Redefining Top of the Range: The car buying behaviours of the Boomer Generation’ is a major study led by CarsGuide in collaboration with FF2, to survey 1,000 new car buyers and intenders (620 people aged 55-75 years of age and 380 people aged 35-54 years of age) in Australia. In-depth interviews were also conducted with nine individuals aged 55-75 years of age. *For the purpose of this research report, Boomers are defined as those aged between 55-75 years of age. Comparisons were made to Generation X, defined in this report as those aged 35-54 years of age.