still targeting 18-49? what you’re missing may surprise you. (2013)
TRANSCRIPT
Source: CNNMoney.com, January 2, 2011
Still Targeting Adults 18-49?
Still Targeting Adults 18-49?
Source: MarketingCharts.com
Milwaukee demographics are changing along with the national population.
Source: Marshall Marketing & Communications annual Milwaukee consumer surveys
*Includes Milwaukee, Waukesha, Ozaukee, Washington, Racine & Kenosha Counties
2004 2013 Change
Demo Cells18 - 34 29% 30% +3%35 - 44 21% 15% -29%45 - 54 21% 23% +10%55 - 64 11% 15% +36%
65+ 16% 17% +6%
2002 2004 2005 2006 2007 2008 2009 2010 2011 20120%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
40.0
41.0
42.0
43.0
44.0
45.0
46.0
47.0
48.0
49.0
50.0
65+
45 - 64
35 - 44
18 - 34
Milwaukee Area Adults…
• average age is 46.2 years – an increase of 0.5 years since 2004.
• 45% are age 18 to 44 – down from 51% in 2004.
• 55% are age 45 plus – up from 49% in 2004.
Milwaukee’s Changing Demographics
As the average age of Milwaukee adults increases, so does their average household
income!
Source: Marshall Marketing & Communications annual Milwaukee consumer surveys
*Includes Milwaukee, Waukesha, Ozaukee, Washington, Racine & Kenosha Counties
2004 2013 Change
Demo Cells18 - 34 29% 30% +3%35 - 44 21% 15% -29%45 - 54 21% 23% +10%55 - 64 11% 15% +36%
65+ 16% 17% +6%
Avg. HHI (000) $53.5 $65.0 +21%
Milwaukee’s average HHI has grown 21% over the past 10 years.
2004 2013 Change
Demo Cells18 - 34 29% 30% +3%35 - 44 21% 15% -29%45 - 54 21% 23% +10%55 - 64 11% 15% +36%
65+ 16% 17% +6%
HHI <$30K
$30-$50K$50-$75K
$75-$100K$100K+
33%24%23%12%9%
25%21%20%15%19%
-24%-13%-13%+25%
+111%
Avg. HHI (000) $53.5 $65.0 +21%
Source: Marshall Marketing & Communications annual Milwaukee consumer surveys
*Includes Milwaukee, Waukesha, Ozaukee, Washington, Racine & Kenosha Counties
2004 2005 2006 2007 2008 2009 2010 2011 2012 20130%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
$100
$100K+$75-$100K$50-$75K$40-$50K$30-$40K$20-$30K<$20K
Still Targeting Adults 18-49?
Adults 18-34• 30% of Milwaukee Adults• Population 433,998• Average HHI $50,690• Buying Power $11.6 billion
Adults 18-49• 57% of Milwaukee Adults• Population 827,355• Average HHI $65,160• Buying Power $28.4 billion
Adults 25-54• 57% of Milwaukee Adults• Population 821,549• Average HHI $74,150• Buying Power $32.1 billion
Adults 35-64• 54% of Milwaukee Adults• Population 778,004• Average HHI $78,650• Buying Power $32.3 billion
Adults 35-49• 27% of Milwaukee Adults• Population 393,356• Average HHI $81,130• Buying Power $16.9 billion
Adults 50+• 43% of Milwaukee Adults• Population 624,145• Average HHI $64,750• Buying Power $21.3 billion
Source: Marshall Marketing & Communications annual Milwaukee consumer surveys *Includes Milwaukee, Waukesha, Ozaukee, Washington, Racine & Kenosha Counties