Target group: Baby Boomers in Italy

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed

• Attitudes towards digital media
• Innovation adoption
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Italy
• Gender of consumers in Italy
• Consumer’s level of education in Italy
• Share of consumers in Italy in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Italy live
• Communities where consumers live in Italy
• LGBTQ+ status of consumers in Italy

• Most important aspects of life for consumers in Italy
• Top 10 interests of Baby Boomers in Italy
• Top 10 hobbies and leisure activities of Baby Boomers in Italy
• Top 10 sports activities of Baby Boomers in Italy
• Top 10 sports followed by Baby Boomers in Italy

• Agreement with statements in Italy
• Innovation adopter types based on statements towards innovation by consumers in Italy
• The 10 most important issues facing Italy according to Baby Boomers
• Political attitudes of consumers in Italy

• Top 10 places where Baby Boomers in Italy have come across digital advertising in the past 4 weeks
• Devices consumers in Italy use regularly to access the internet
• Social media activities in Italy by type
• Places where consumers in Italy have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Italy have been using in the past 4 weeks