Who’s Your Target?

This study takes an in-depth look at the tremendous value Mature adults bring to media industry and reveals critical trends that have not been discovered through previous research.
Alexis Abramson, Ph.D.
Renowned Gerontologist and Consultant for Retirement Living TV

4 Reports for the Price of 1

2009 CTAM Co-op Study
Life Stages & Life Styles: Turning Generational Differences into Media Opportunities
 
Available Now!                                                              

 

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When looking at media behaviors, adoption and use of technology, it often varies not only by age, but by life stage and life style.  However, with all the hype about the Millennial generation, other adult groups are often ignored. While their media behavior and demographic background may differ from their younger cohorts, other consumer groups (A40+, A50-64, etc.) are more tech savvy than their parents’ generation, providing a valuable opportunity for programmers, cable companies and advertisers alike.
 
This study will examine a variety of life stages, age groups and life styles to discover the value and opportunities for cable and advertising, not only among Millennials, but among all age and life stage groups, with a special concentration on those ages 40+ and 50-64. This study will examine the advertiser appeal, marketing opportunities and profitability of various life stage groups in media, TV, products and services.
 
This study will:

• Take an extensive look at life stages and age groups to understand their typical life styles and behaviors in order to better understand the value and opportunities for cable and advertising
•  Determine the use and engagement of TV and other TV features,
   such as On Demand, DVR, etc., among the different life stages
•  Identify ownership of technologies by age and life style and the
   degree to which they use them (i.e. heavy/involved users or passive
   users)
•  Understand the decision-making process, attitudes and
   consideration set criteria for cable services, technologies and
   products among life stages
•  Identify the differences among life stages in the decision-making
   process when watching and selecting programming
•  Understand the value and impact of media, brands, products and
   services on target consumers
•  Evaluate age and generational attitudes to predict future trends and
   behaviors as consumers evolve to different life stages

Deliverables:

By subscribing to the 2009 CTAM Co-op Study, Life Stages & Life Styles: Turning Generational Differences into Media Opportunities, you will receive the following deliverables:

 
•  Full set of data tables and banners, including network or cable company specific banners*
  
  
• Executive Report: An executive briefing, including highlights from the three reports listed below.  Ideal for presenting executives, marketers and advertisers with a snapshot of the study's key highlights
  
  
• Generations at a Glance: A report comparing generational groups (Millennials, Gen Xers, Boomers and Matures)
  
  
• Harnessing the Purchasing Power of Boomers: A report comparing C&R's proprietary Boomer segments (Looking for Balance, Confident and Living Well, Overwhelmed, and At Ease) and highlighting desired and marketable Boomer groups
  
  
• Understanding Life Stages: A report comparing the six defined life stages (Self-Discovery & Tentative Choices, Young Adult Transition, Making Commitments, Established Households, Mid-Life Transition, and Leaving a Legacy) developed through a series of attitudinal and behavioral measures  
  
  
• A Closer Look at Matures (A65+): White paper investigating Matures' current media behavior and attitudes, and their technological evolution over the years  - Authored by Dan McDonald, Director of Graduate Studies at the School of Communications, Ohio State University
  
  
• All comprehensive written reports include:
  

              -  Topline executive summary
              -  Integrated graphics and analytics 

•  Webcast presentation with Q&A

*Due to small sample constraints, proprietary data by cable company or television network is available only to specific companies in the U.S.  
Please contact Dana Fragnoli-Piteo at dana@ctam.com to check data availability. In addition, data will only be provided for your company. No competitive information for other cable companies or networks will be shared.  

Methodology:

Quantitative Component: The online survey includes a total of 1,500 consumer interviews among A18+, concentrating on A40+ and A50-64, as well as the following generational groups:

•  Millennials (A18-29)
•  Gen Xers (A30-44)
•  Baby Boomers (A45-64)
•  Matures (A65+)

Life stages and life styles will be developed through a series of attitudinal and behavioral questions to identify various groups, such as:

•  Self-discovery & Tentative Choices (single and never married)
•  Young Adult Transition (In a committed relationship)
•  Making Commitments (married, possibly with children)
•  The Mid-Life Transition (empty nesters)
•  Leaving a Legacy (Retirees)

Demographics will also play a key role in defining these life stages and life styles and will include elements, such as:

•  Gender
•  Ethnicity
•  Education
•  Income
•  Employment status
•  Number of people in household
•  Children in household, including adult children who have returned to
   live at home
  

Referral Program:

Here’s how it works: 

Purchase the 2009 CTAM Co-op Study and refer someone else to the study.  When they place their order BOTH you and the other person receive a $20 gift card to Starbucks^®.

*Starbucks Corporation© is a trademarked corporation and is not a sponsor nor partnered with CTAM or this study. 

Order Information:

The 2009 CTAM Co-op Study will be available in August 2009 for a cost of only $5,000 for CTAM members or $5,300 for non-members. Orders are now being accepted. For more information or if you have any questions, please contact Dana Fragnoli-Piteo at 703.549.4200 or at dana@ctam.com.
 
Order Online: Click Here
Order Form (PDF): Mail / Fax
 
 
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