Empty nesters are not as time poor like the younger urbanites and the Britain on the Move research demonstrates how 60% of them actually view travelling in their day to day lives as a chance to leisurely enjoy the world passing by around them. This includes welcoming Outdoor advertising, especially on buses, railways stations and the Tube – see The London Commuter and Consumers on the Move UK research.
While often still in the work force and conscious of being responsible financially, modern Empty Nesters are more technologically savvy than their parents. Two-thirds of 50-75 year olds use the Internet and nearly all (87%) have access to a mobile phone. Their higher disposable income than any generation before them provides the unprecedented ability to be more spontaneous and indulgent – see the Mobile Pound research on how consumers who spend more time Out of Home are the most spontaneous spenders.
The chance to take that dream trip, renovate their homes, rediscover old hobbies or find new ones through having the time and money to concentrate on themselves and their partners presents a huge opportunity for marketers. And as with all audiences, those Empty Nesters who spend more time Out of Home are the most likely to go on frequent holidays, buy a new car or go to the theatre – see the Consumers on the Move in Europe research. Their opinion towards public transport and the environment is generally forward thinking. They are 35% more likely than average to think public transport is improving and are almost 50% more likely to believe car free cities/towns are a policy they would support in the future to help relieve climate change.
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