Baby Boomers

Representing 15% of Iowa’s population, the Baby Boomer generation should surpass 20% by 2030.1 Broadly, Baby boomers are relatively affluent, interested in hobbies and travel, and typically still engaged in the workforce in some capacity.

12014, The Gazette

Readership In Market

The Gazette

Penny Saver

Attitudes & Behaviors

Media Consumption
Boomers are more likely to consume traditional media like Newspapers, T.V., Magazines and Radio.

Not Adverse to Digital
Most prefer to do business in person, but don’t outright reject digital and mobile transactions. Plus, 90% have Facebook.

Priorities
Baby Boomers have to balance retirement goals with assisting adult children or educational needs. Many remain in the workforce longer.

Source: 2019, Kasasa

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