Population Psychographics - Men 45-60
The average male in this age group is employed, has a family, and enjoys making home improvements. He is juggling mortgages, tuition, and his aging parents.
The age group of 45-60 is made up of two generations, Generation X (45-54) and Baby Boomers (55-59). The majority of people in this group are Generation X (75%). Market research is usually conducted by generations instead of age groups. Therefore, we have focused more on information for Generation X with added insights from the Baby Boomer Generation.
- The average man in the group is married and has an average of 2.5 children. They are most likely preteens and older.
- This group is balancing older children, with some in college, and their aging parents.
- This group has more grandparents than the 35-45 age group, considering the average age of a first time grandparent is 52.
- 62% are the main deciders when it comes to their family budget.
- According to Facebook Insights, the most popular professions that were reported are transportation (19%), installation and repair (16%), veteran (15%), construction (13%), architecture and engineering (10%), farming (9%), and protective services (7%).
- They are reaching the pinnacle of their careers and are stable, 87% have been at their job more than a year.
- When traveling, they prefer the beach (56%), city (57%), nature (43%), amusement part (38%), cruises (36%), and backpacking (16%).
- This age group is accepting of others since they grew up with no segregation. They are also tolerant of other lifestyles.
- Having a work-life balance is important.
- 80% are registered to vote, but they do not always participate.
- 81% want more time with their family, and spend their spare time with them (52%).
- Popular Internet Activities: Facebook (71%), YouTube (59%), Social networking (58%), banking (55%), playing games on phone (19%).
- He is most likely politically moderate.
- When asked what is important, being healthy came in first (67%), followed by being in a loving relationship (50%), having a family (38%), being wealthy (24%), and enjoying work (14%).
- He is more likely to be a volunteer.
- They are dealing with mortgages, tuition, aging parents, and working long hours.
- They feel that the middle class is vanishing.
- 56% feel overwhelmed by financial burdens.
- He feels pessimistic about his retirement.
- 67% try to not only exercise their body, but their brain as well.
- 20% have experienced a health wake-up call in the past three years.
- 57% said they are health conscious.
- They will search extensively before making a purchase.
- Phones are the preferred choice when making purchases, followed by laptops when they are shopping (59% vs. 54%).
- 30% have used their phones to pay for an item in the last month.
- When they find a brand that works for them, they stick with it (84%).
- Since the majority own homes, purchases for the home like the Nest thermostat are popular.
- They outspend every other generation when it comes to clothes, home purchases, food, and entertainment.
- 92% will pass along a good deal.
- 58% use price comparison sites.
- Home Depot and Pottery Barn are favorite stores.
- If they had to get rid of one device, a television would be the first choice (58%).
- Television is usually recorded to watch later so they can avoid advertising.
- 48% listen to the radio.
- 62% read a newspaper.
- In their free time they enjoy going out to eat (81%), socializing with friends and family (47%), and watching movies (62%).
- They travel at least once per year (73%) and will research the vacation before booking it.
- He spends 18 hours a week on leisure activities.
- They want their leisure times to be a time of relaxing.
- 26% like making home improvements.
- 57% gardened last year and 55% read literature.
- The most popular hobbies for this group are music, sports, gaming, reading, cooking, baking, fitness, art, Netflix, crafting, and dance.
- Due to this group being so busy with so many responsibilities, when they go online they go for a reason. They are less likely to go to "waste" time.
- The top topics visited online are weather (68%), news (62%), music (50%), travel (39%), sports (35%), and finance (33%).
- While online the like the following activities: Facebook (71%), YouTube (59%), Social networking (58%), banking (55%), playing games on phone (19%).
- 86% are smartphone users and 91% use them daily.
- They subscribe to Netflix (38%), Cable(58%), Amazon Prime (35%), Hulu(20%), Spotify- (17%), and Satellite Radio (14%).
- 99% use some sort of social media.
- Social media is a way to keep in touch with friends, family, and to keep up with the news.
- The top activities are consuming content (71%), sharing or reposting content (42%), and creating their own content (42%).
- Men are far less likely to share content than women.
- They use Instagram less than the 34-45 age group (8%).
- Facebook is the number one social media website.
- The most popular pages on Facebook are USCCA, Military Machine, Alien Gear Holsters, Ted Nugent, 2nd Amendment, I Love WWII Planes, Concealed Nation, BikerOrNot.com, Dennis Miller, and Sammy Hagar.
- They are on Facebook more than the 34-45 age group.
- 73% of this age group watches YouTube. The five most popular categories are home repair and improvement, cooking, technology use and repair, arts and crafts, and beauty and personal care.
- YouTube enables him to keep up with trends and news that are important to their family.
- Product/Service- USCCA
- Retail Company- Alien Gear Holsters, GLOCK
- Personal Blog- 2nd Amendment, BikerOrNot.com
Cause- Concealed Nation
Actor- R. Lee Ermey, John Wayne
Journalist- Michelle Malkin
Motorcycle Dealership- Indian Motorcycle
Community- The New Resistance, Hillary For Prison, Stop Amnesty, The Tea Party, and Community by WJ
News Personality- Rush Limbaugh, Sean Hannity
Shooting/Hunting Range- Apple Creek, Whitetails Ranch
Outdoor & Sporting Goods Company- Smith & Wesson Inc., Remington Arms Company
Comedian- Steven Crowder, Ron White — Official Site
Author- Allen West, Laura Ingraham
Athlete- Danica Patrick, Dale Earnhardt Jr.
Public Figure-Dennis Miller, Mark Levin, Herman Cain, Dinesh D'Souza, Candace Owens, Glenn Beck, Bill O'Reilly, Judge Jeanine Pirro