It's a Matter of Readership --
Because Readership Matters

10. There are 96.9 million people in the US age 45 and older today;1 by 2010, this number will grow to 119.3 million.2

9. By age 45, everyone begins to experience vision changes due to aging, including difficulty focusing on near tasks like reading, difficulty distinguishing colors and contrast, and the need for more light.

8. In the US alone, 16.5 million people over age 45 report vision loss;3 by 2010, this number will grow to 20 million.4

7. Americans age 45+ account for over 50% of all household discretionary income, totaling $756 billion.5

6. The fastest growing market segment is Americans age 50+. In fact, every seven seconds, someone in the US turns 50.6

5. Americans age 45+ represent a 45% - 75% share of market for annual expenditures on: new cars and trucks; computers/hardware (non-business); drugs; personal care products; food, both at home and away; and airline travel.7

4. Aging baby boomers - the largest and wealthiest demographic group in history - will begin demanding easy-to-read, easy-to-access products and information. Proactively meeting these needs can help you become a leader in your industry.

3. Using large and legible type translates into more effective communication of key messages and the potential for increased economic returns.

2. Buyers will increase loyalty to businesses that are dedicated to meeting their needs.

And the #1 reason:

More people will read your ads!

References:

1. Based on data from the US Census Bureau, Census 2000.

2. Population projection from the US Census Bureau.

3. Lighthouse National Survey on Vision Loss (1995) data applied to population estimates from the US Census Bureau, Census 2000.

4. Lighthouse National Survey on Vision Loss (1995) data applied to population estimates from the US Census Bureau.

5. "Putting Dollars on the Map: The Many Shades of Consumer Income," V. Balaban and T. Exter; Business Geographics Conference Paper, Chicago, 1999; taken from AARP/Modern Maturity, My Generation media kit (1/31/01).

6. US Census Bureau, Population Projections Program; taken from AARP/Modern Maturity, My Generation media kit (1/31/01).

7. Bureau of Labor Statistics/Consumer Expenditure Survey, 1998; taken from AARP/Modern Maturity, My Generation media kit (1/31/01).

 

 

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