When looking at media usage within an age range this broad, it is quite important bear in mind that the over 40s age bracket spans across varying generations, from the Gen X's born in the late 60's to the post-war baby boomers of the 40s and 50s and even earlier. They are therefore likely to have quite diverse media habits. A 45 year old for example, is obviously more likely to be a regular online user than someone in their 70s.

Looking at the stats, it is evident that the 40 plus market are quite heavy media users of the more traditional media types, such as Radio, TV, Print Media. (3.4m listen to the radio for more than 28 hours per week, 29% watch over 30 hours TV per week, and 46% read a newspaper every day.) So how are they taking to more modern media such as digital and mobile? Let's take a look at the stats listed below by media type...

Radio:

• 40+’s tend to be heavy listeners of radio.
• 3.4m listen to the radio for more than 28 hours per week.
• 26% listen to the radio mainly for companionship.

Television:

• 14% are heavy TV watchers
  • 29% watching over 30 hours per week.
• Their TV viewing consists of mainly news programs and detective/murder mystery shows.
• 45% of 40+ individuals believe that the growth in stations is diluting the quality of television.
• 22% are less likely to think that interactive TV services are a good idea.
• 27% are less likely to enjoy seeing films at the cinema more than on TV.

Print Media:

• 13.6m read a newspaper everyday.
  • This translates to 46% of the audience.
  • 51% read a newspaper most days.
  • 20% of 40+’s are more likely to read the Daily Mail (index 126).
  • However a small percentage are just as likely to read the Daily Telegraph (index 125).
  • 21% are medium readers of general magazines.
• 28% of 40+ individuals rely on newspapers to keep them informed.
  • 7.2m are very interested in the puzzles/crosswords of their paper (25%).
• 44% would not change the newspaper they read.
  • 27% read the financial pages of their newspaper.
• 58% value their local newspaper because it covers local news

Internet & Technology:

• 29% of 40+ are generally light users of the internet.
  • 17.7% have spent less than 5 hours on the net in the last month (5.2m).
  • 41% are less likely to go to the internet first when looking for information.
• 28% are more likely to get confused and will not get used to them (index 124).
• 27% are more likely to do without mobile communication.

Advertising:

• 29% of 40+ find advertising a waste of time.
• Though, 25% of them are likely to notice adverts in newspapers.
  • 20% find the adverts in newspapers to have the most useful information to help them make a purchase.

The over 40s have quite diverse lifestyle habits and are not all quite so stereotypically 'stuck in their ways' as some might think! This age group are very good at managing money and financially independent with 64% being more likely to believe that financial security after retirement is your own responsibility. They are not likely to take any financial decision lightly with 21% saying they would consult a financial adviser before major decisions are made.

40 pluses are also very conscious of the environment, with 76% taking their own  bags when shopping.  This is a group of people who are health conscious too - 26% are more likely to have a periodic health check-up even when they’re feeling fine. 

Below are some more interesting facts about this demographic...

Music and Interests:

• 20% do not like listening to new bands.
• 25% are light cinema goers as they go once a year or less

Purchasing and Products:

• 57% buy goods produced in their own country whenever they can.
• 18% are less likely to be tempted to buy products they’ve seen advertised.
• 20% are less likely to find that shopping makes their life easier.
• 38% pay attention to where the products they purchase are made/grown.
• 20% are more likely to shop at Marks & Spencer

Finance:

• 62% of 40+ are good at managing their money.
• 21% usually consult a professional financial advisor before deciding on financial matters.
• 64% are more likely to believe that financial security after retirement is your own responsibility.
• 37% believe that supermarkets and retailers should not get involved in personal.(finance??)
• 44% look for profitable ways to invest their money.

Health & Diet:

• 42% of 40+ are less likely to eat between meals (index 121).
• 44% believe that frozen foods are as good for you as fresh foods.
  • Though 34% would never buy food that has been genetically modified.
• 34% are less likely to like take-away meals.
• 19% are less likely to snack ‘on the move’ than eat a proper meal.
• 64% try to include plenty of fibre in their diet these days.
  • 44% are more likely to make sure they eat the recommended (5 a day) portions of fruit and vegetable.
  • 23% of 40+’s always choose ‘light’ food.
  • 24% are more likely to have health problems and have to watch what they eat (index 123).
• 26% are more likely to have a periodic health check-up even when they’re feeling fine (index 126).

Motoring:

• 46% believe that their car is only there to get them from A to B.

Environment:

• 76% of 40+’s take their own shopping bags with them.
  • 68% try to make an effort to cut down on the amount of water they use
• 19% are less likely to leave the mobile phone charger in the socket when not in use (index 77).

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Contact Emma Cadden to find out more: Emma.Cadden@globalradiosales.com