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Marketers have been falling over themselves to get a piece of the 14-24yo market. Um, hello... the biggest market with the most disposable income (and growing
by canada_dry 10y ago
Marketers have been falling over themselves to get a piece of the 14-24yo market.
Um, hello... the biggest market with the most disposable income (and growing bigger every year) is in the >45 segment.
Companies that don't refocus their efforts on this segment won't survive the next 5-10yrs IMHO.
- mooreds 10y agoTo play devil's advocate, the difference between these two groups is not just their disposable income, it is their buying habits. The habits of 14-24 year olds are far less set than those of the older generations. If you look at life time value, hooking a 14 year old on your brand (of soda, chips, shampoo, whatever) has high LTV, whereas a 45 year old will just plain buy less X. Of course it does depend on your market. I bet the luxury car market ignores the 14-24 year olds.
- canada_dry 10y agoSure, back when industries weren't on an endless cycle of cost cutting and when consumers (esp. 14-24yo) actually had an attention span, LTV was something marketers could rely on. Today the younger the consumer, the more fickle which equates to no loyalty and endless churn.