J u n e2 0 1 8

The Baby Boomer generation is typically defined as those born between 1946 –

1964, meaning they’re now in their mid 50s, 60s and early 70s.

For the purpose of this report, survey respondents were typically aged

between 50-64, representing the younger end of the Baby Boomer generation.

Here we look at Young Baby Boomers in metro and regional areas of Australia

and identify any key differences.

Sample is sourced from the Hit and Triple M databases (metro & regional)

along with TEG Rewards for Metro markets.

Y O U N G B A B Y B O O M E R SB o r n b e t w e e n 1 9 5 4 - 1 9 6 3

H o w a r e Y o u n g B a b y B o o m e r s f e e l i n g r i g h t n o w ?

Source : SCAR Consumer Sentiment Study, May 2018, “Thinking about your life overall, including your family, lifestyle, country, economy etc, what ONE WORD would you use to best describe

your MOOD right now?” UNPROMPTED Positivity scores calculated by determining percentage of positive moods from the total. Metro N=394 Regional N=178

5 6 % o f t h e M e t r o B a b y B o o m e r g r o u p a n d 5 8 % o f t h e

R e g i o n a l B a b y B o o m e r g r o u p a r e f e e l i n g p o s i t i v e

Overall 57% of the Young

Baby Boomer group around

Australia are feeling positive.

Young Baby Boomers are the most positive generation, and Regional are top of the lot!

Source : SCAR Consumer Sentiment Study, May 2018 “And why do you feel this way?” Metro N=136 Regional N=68

18%

15%

4%3%

19%

16%

10%

7%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

FAMILY WORK HEALTHY LOVE

KE

Y Metro Young

Baby Boomers

Regional Young

Baby Boomers

T o p t h i n g s m a k i n g t h e m f e e l ‘ h a p p y ’

Family is key to happiness for Young Baby Boomers, whilst feeling healthy and feeling the love is also up there for regional residents

“I'm at the stage of my life where I really don't have a care in the world! We do what we want when we want!

M E T R O B A B Y B O O M E R

Baby Boomers generally seem more chilled out

than other generations. Their kids have flown

the nest, they’re slowing down with work and

finding more free time to relax and enjoy life.

35%33%

29%

21%19% 19%

14%

6%4% 3%

38%

35%

30%27%

25%

19%

11%

5%7%

4%

Happy Content Positive Optimistic Concerned Frustrated Anxious Pessimistic Excited Angry

H o w a r e Y o u n g B a b y B o o m e r s f e e l i n g r i g h t n o w ?

Source : SCAR Consumer Sentiment Study, May 2018 “And just so we can narrow it down a little, from the following list, which words best describe your mood at the moment?”

(multi choice question), Metro N=394 Regional N=178

KE

Y Metro Young

Baby Boomers

Regional Young

Baby Boomers

Happy and content is the most called out overall mood felt by Young Baby Boomers across city and country, and while Regional feel more upbeat than Metro, the gap is closing from last

survey with happiness levels dipping back somewhat for the country dwellers.

Feelings of concern have increased for Regional Young Baby Boomers (and slightly Metro), likely due to a mix of reasons around personal financial position and societal issues impacting the

community and themselves or loved ones (crime, violence, drugs).

“Because I am happy, healthy, live in paradise, have no financial worries and have the love of my life with me”

R E G I O N A L B A B Y B O O M E R

Happiness is core to many Young Baby Boomers’ overall outlook and mood

Source : SCAR Consumer Sentiment Study, May 2018 “What is the biggest worry you have in your life right now? (verbatim question) , Metro N=394 Regional N=178

No matter where Young Baby Boomers live, having enough money to pay the bills, finish paying off the mortgage whilst

maintaining a reasonable lifestyle is the biggest worry. Money is even more of a concern for Regional.

Staying healthy, recovering from illness or living with a disability or disease is the second most reported worry.

Metro Young

Baby BoomersRegional Young

Baby Boomers

11%

12%

15%

21%

23%

RETIREMENT

WORK

FAMILY

HEALTH

MONEY

7%

12%

17%

21%

28%

RETIREMENT

WORK

FAMILY

HEALTH

MONEY

Young Baby Boomers throughout Australia report money as their number one concern, with health worries a close second

5%10%

14%10%

17%19%22%

25%

32%32%31%

40%

51%48%

3%

10%11%14%

18%19%19%

26%26%31%

35%36%38%42%

Housing

AffordabilityEnergy HealthcareUnemploy-

mentCrime &

Violence

Future

Terrorist

Attacks

Federal

Spending &

Budget

Deficit

EducationAustralian

EconomyEnvironment ChildcareWorldwide

Economy

Illegal

ImmigrationDrugs

H o w w o r r i e d a r e y o u a b o u t t h e f o l l o w i n g t h i n g s ?

V E R Y W O R R I E D

Both groups of Young Baby Boomers are ‘very worried’ about crime, violence and drugs, more than any other issue in the list. Like younger generations, it is the Regional residents

who are most concerned about these three top issues. And in fact worry about these problems has increased from this time last year, for both metro and regional Young Baby

Boomers.

Marked differences between Regional and Metro are that Regional Young Baby Boomers are more worried about crime, violence, drugs, illegal immigration and healthcare whilst city

Young Baby Boomers are more worried about energy prices and the Australian economy.

Source : SCAR Consumer Sentiment Study, May 2018 “How worried are you about the following things....?” Very worried, Metro N=394 Regional N=178

KE

Y Metro Young

Baby Boomers

Regional Young

Baby Boomers

Crime, violence and drugs are the big concerns for Young Baby Boomers

Source : SCAR Consumer Sentiment Study, May 2018 “Are you planning on doing any of the following sometime in the next 6 months?” Metro N=394 Regional N=178.

Holidaying and trips to visit family and friends is a top priority for Young Baby Boomers, with around

1 in 2 Metro and Regional groups both equally saying they intend to travel within Australia in the

next six months. Venturing further afield overseas is also on the trip list, particularly for Metro.

Young Baby Boomers are tech-savvy and are keen to be on top of the best deals and the latest

technology, with many on the hunt for a new mobile plan and Internet plan in the next six months.

In fact signing up to a new Internet plan is at the same level as GenX and Millennials.

Home Enter ta inmentFurn i tu re

Trave l

Sign up to a mobile phone plan in the next 6M 8%

Metro

4%

Regional

Sign up to a new Internet plan in the next 6M 10% 8%

Buy a new TV for the home in the next 6M 7% 7%

Buy new furniture for the home in the next 6M 14% 10%

Travel is high on the agenda for Young Baby Boomers with 1 in 2 planning an Aussie holiday in the next six months

Will travel domestically in the next 6M 48%

Metro

49%

Regional

Will travel internationally in the next 6M 32% 26%

Source : SCAR Consumer Sentiment Study, May 2018 “Thinking about your spending over the next 6 months, do you think you’ll spend more/same/less than you

usually do on each of these?” ; “And are you planning on doing any of the following sometime in the next 6 months?” Metro N=394 Regional N=178

Metro Young Baby Boomers are looking around and re-considering their vehicle, home and health insurance with

the potential to switch in the next six months, more so than their Regional peers.

Most are not thinking about changing their bank.

Reassess their bank

Reassess their vehicle insurance

Reassess their home / contents insurance 24%

Metro Young

Baby Boomers

16%

Regional Young

Baby Boomers

14%

23%

12%

15%

Reassess their health insurance 21% 17%

W i l l d o i n t h e n e x t 6 m o n t h s …

Reassessing insurance policies and providers is on the cards for Metro Young Baby Boomers

AVERAGE 4% 4%

STABLE

POOR

OK 15%

GOOD 13%

Metro Young

Baby Boomer

18%

7%

Regional Young

Baby Boomer

5%

4%

0%

5%

COMFORTABLE 5% 5%

W h a t O N E W O R D w o u l d y o u u s e t o d e s c r i b e y o u r m o o d t o w a r d s y o u r F I N A N C I A L P O S I T I O N ?

U N P R O M P T E D

Young Baby Boomers are most likely to describe their financial position as ‘ok’ however ‘good’ is not far behind (particularly for Metro), a much more positive result than younger generations

Source : SCAR Consumer Sentiment Study, May 2018 “Now thinking specifically about a few areas of your life, what ONE WORD would you use to describe your mood towards these?”

FINANCIAL POSITION - UNPROMPTED. Metro N=394 Regional N=178. Wordcloud based on all responses.

Compared to this time last year, Regional Young Baby

Boomers seem to have slightly more financial freedom, being

able to spend more on the ‘extras that make life worthwhile’

and a drop in ‘feel like there’s no spare cash lately’.

Meanwhile the Metro Young Baby Boomers have seen to an

increase in ‘manage to meet expenses but there’s not really

anything left over’ and a decrease in ‘feel financially stable’.

These changes have brought the two group closer together in

their financial positions.

It’s important to note that most Young Baby Boomers

are working for paid employment,

only 22% of Regional are retired and 16% of Metro.

Source : SCAR Consumer Sentiment Study, May 2018 “From time to time, people may have some spare money above their usual needs because of savings or a tax return for

example. Assuming you had a spare $1000 right now, how much of that $1000 do you think you would use in these three ways - saving or investing for the future; spending; and

paying off existing loans, credit cards or mortgage?” “How do you feel about the following statements?” Metro N=223 Regional N=177

Can afford to spend on those extras that make

life worthwhile34% 38%

Never seem to have enough money these days

Manage to meet all their expenses but there’s

not really anything left over

Feel like they have no spare cash lately 59%

Feel financially stable at the moment 39%

Metro Young

Baby Boomer

65%

44%

Regional Young

Baby Boomer

54%

64%

58%

63%

Have enough money to buy the things they want 25% 30%

W h a t w o u l d y o u d o w i t h a

d i s c r e t i o n a r y $ 1 0 0 0 ?

Average amount that would be spent, saved/invested or used to pay off debt

Save or invest $362

Pay off debt $432

Metro

$288

$476

Regional

Spend $207 $237

Metro and Regional Young Baby Boomers seem to both be relatively financially stable, with mixed results across various financial behaviours and perceptions

Source : SCAR Consumer Sentiment Study, May 2018 “What impact has the rising cost of FOOD prices had on your household?”; “What impact has the rising cost of ENERGY prices had on

your household?”; “If INTEREST RATES were to increase tomorrow, what impact would that have on your household?” Major/moderate impact Metro N=394 Regional N=178

These cost of living measures tell us that Young Baby Boomers

are feeling the rising costs of food and energy, however the impact

of grocery prices has fallen since the same time last year.

The impact of energy costs has remained stable since last May,

with both Metro and Regional feeling this price pressure equally.

As Young Baby Boomers come to the end of paying off their

mortgage, or indeed have paid off their house, the impact of a

theoretical interest rate rise would not be as severe as what

younger generations are reporting. In fact for Young Baby

Boomers an interest rate rise may impact them positively to help

build their wealth (savings, term deposits etc).

I m p a c t o f F o o d , E n e r g y & I n t e r e s t R a t e s( M a j o r o r M o d e r a t e i m p a c t )

50%

71%

38%

60%

71%

43%

FOOD

PRICES

ENERGY

PRICESINTEREST RATE

INCREASE

KE

Y Metro Young

Baby BoomerRegional Young

Baby Boomer

The impact of grocery prices has fallen but still a major issue for Regional Young Baby Boomers

I am going to put more money into savings

in the next 12 months

Feel confident that I will not lose my job

in the next few months59%

I think I will be better off financially

in the second half of 201830%

Metro Young

Baby Boomers

63%

33%

Regional Young

Baby Boomers

31% 30%

Would like to save money,

but don’t get paid enough53% 56%

Whilst Regional Young Baby Boomers are feeling most secure in

their job, they are more likely to feel they are not paid enough –

regardless nearly 1 in 3 are planning to put savings away in the

next year, at the same rate as their Metro peers.

Job and financial confidence being higher for Regional is in

contrast with younger generations where it is actually the Metro

groups more confident in their position for Millennials and GenX.

Are Regional Young Baby Boomers well entrenched and apart of

the fabric of the community, which includes their job, and

therefore feel confident they won’t be dismissed?

Source : SCAR Consumer Sentiment Study, May 2018 “How do you feel about the following statements?” Total Agree. Metro n=212 Regional n=178.

“Feel confident…” and “Better off financially…” Total Agree. Metro n=394 Regional n=178.

Regional Young Baby Boomers are more job secure and financially confident for the year ahead

51%

12%9% 8% 8%

6% 4% 3%1%

50%

9%6%

1%

9%12%

10%

3%4%

HOLIDAY RENOVATIONS RETIREMENT HOUSE CAR/VEHICLE ITEMS LIVING/ RAINY DAY PAY OFF DEBT WEDDING

It doesn’t matter where they live, many Young Baby Boomers are earnestly saving for something, and top of the list – a holiday!

1 in 2 Young Baby Boomer ‘savers’ are looking forward to that planned trip away.

Much lower down on the list are savings for home renovations for Metro and specific items for Regional (such as an iPad, washing machine, turntable and Akubra hat).

A r e t h e y s a v i n g f o r s o m e t h i n g i n p a r t i c u l a r a t t h e m o m e n t ?

KE

Y Metro Young

Baby Boomers

Regional Young

Baby Boomers

Source : SCAR Consumer Sentiment Study, May 2018 “How do you feel about the following statements?”; “Are you saving for something in particular

at the moment? If so, what is it?”; “And when do you think you will have saved enough for that? Metro N=88 Regional N=67

Metro Young

Baby Boomers

Regional Young

Baby Boomers

53% - believe it will take

them a year or less to

achieve their saving goal

61% - believe it will take

them a year or less to

achieve their saving goal

39%are saving for

something

38%are saving for

something

Close to 40% of Young Baby Boomers are saving for something

Whilst there are many similarities between Young Baby Boomers in

Metro and Regional areas, there are also some key differences.

Regional Boomers are worried about more issues than city Boomers, but despite this, Regional feel more

upbeat than Metro, continuing to report higher levels of overall happiness, contentedness and optimism

(albeit the gap is closing from this time last year).

This is the generation where there appears to be less significant differences in financial position, attitudes

and behaviours, however it seems Metro may be in a slightly better position, while Regional appear more

job secure and money confident for the rest of 2018.

These differences should be important for any advertisers trying to target the Young Baby Boomer

demographic. Mood and outlook on life differs in different regions, which may impact on responsiveness

to creative executions and likelihood to spend.

The results of this survey are “INDICATIVE” ONLY

The survey was conducted by Southern Cross Austereo using its

online panel nationally.

The panel is obtained from our radio networks database under

the labels of ‘Hit VIP’ on the HIT Network and ‘The Club’ on the

MMM Network. All members of these databases would be

considered listeners to these stations.

The database contains about 200,000 members.

This is split between the Hit database and the Triple M database.

Of these members, approximately 20,000 people were invited to

be part of our Insights panel community. This survey recruited

members from our community panel in metro and regional areas.

Approximately 867 completed the study.

Additionally, sample was recruited from our partners TEG

Rewards, in metro locations. Over 615 completed the study, for a

total study completion of 1,482.

Various filters have been placed over the data at different times.

Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR

brands/words that first came to mind.

A keyword search was used to sort and rank the responses to these

questions.

The results are an un-weighted sample, but are reflective of the Southern

Cross Austereo Austereo audience. SCA brands reach approximately 40%

of the 10+ population and approximately 46% of the 25-54 population in the

five metropolitan markets in Australia, suggesting it would be reasonable to

consider these results to be a fair if not fully balanced representation of the

opinions in these marketplaces.

Furthermore, as it is an online survey, the respondents would also be

skewed towards being ‘early adopters’ for technology, ‘trend setters’ in

general and likely to be a good early indication of brand leaders, trend

setters and early adopters in general.

These research surveys conducted by Austereo are done so to provide a

general understanding of the opinions, interests and attitudes of the

metropolitan marketplaces only.

ICONS: http://www.flaticon.com

Photos: http://www.unsplash.com

M a r k e t B r e a k d o w n

14%

R e g i o n a l

23%

M e t r o

SINGLE 8%

DEFACTO 8%

MARRIED 69%

Metro Young

Baby Boomer

12%

11%

62%

Regional Young

Baby BoomerR e l a t i o n s h i p

S t a t u s

32%

R e g i o n a l

18%

M e t r o

26%

R e g i o n a l

23%

M e t r o

4%

R e g i o n a l

20%

M e t r o

13%

R e g i o n a l

17%

M e t r o

G e n d e r B r e a k o u t

R:

47%

M:

59%

R:

53%

M:

41%

DIVORCED 12% 11%

11%

R e g i o n a l

48%

34%

16%

1% 0%

38% 38%

20%

0% 4%

I own my own homeoutright

I own my own home witha mortgage

I rent I live with my parents andcontribute financially

Other

46%

19%

1%6% 5% 6%

16%

37%

24%

0%5%

2%5%

22%

Full Time (30 ormore hours per

week)

Part Time orCasual (fewer than30 hours per week)

Student Small BusinessOwner

Full Time at Home Unemployed Retired

KE

Y Metro Young

Baby Boomer

Regional Young

Baby Boomer

L i v i n g S i t u a t i o n

E m p l o y m e n t S t a t u s

Source : SCAR Consumer Sentiment Study, 2017 -2018. “And just so we can narrow it down a little, from the following list, which word or words best describes your mood at the moment?”

Mood Monitor Trending: Mood at the Moment

METRO YOUNG BABY BOOMERS

5%

6%

12%

17%

17%

21%

21%

26%

38%

37%

3%

4%

6%

14%

19%

19%

21%

29%

33%

35%

0% 10% 20% 30% 40% 50%

Angry

Excited

Pessimistic

Anxious

Frustrated

Concerned

Optimistic

Positive

Content

Happy

May-18 May-17

REGIONAL YOUNG BABY BOOMERS

4%

5%

7%

11%

19%

25%

27%

30%

35%

38%

3%

4%

8%

13%

16%

15%

21%

28%

42%

47%

0% 10% 20% 30% 40% 50%

Angry

Pessimistic

Excited

Anxious

Frustrated

Concerned

Optimistic

Positive

Content

Happy

May-17 May-18

Mood Monitor Trending: Issues ‘Very Worried’

5%

12%

15%

12%

17%

20%

17%

30%

25%

25%

32%

27%

29%

34%

3%

10%

11%

14%

18%

19%

19%

26%

26%

31%

35%

36%

38%

42%

0% 10% 20% 30% 40% 50%

Childcare

Worldwide Economy

Education

Australian Economy

Environment

Unemployment

Federal spending

Housing affordability

Healthcare

Terrorist attacks

Energy

Illegal immigration

Drugs

Crime and violence

May-18 May-17

Source : SCAR Consumer Sentiment Study, 2017-2018 “How worried are you about the following things....?” Very worried.

6%

12%

9%

13%

16%

24%

18%

29%

28%

30%

32%

33%

41%

42%

5%

10%

10%

14%

17%

19%

22%

25%

31%

32%

32%

40%

48%

51%

0% 10% 20% 30% 40% 50% 60%

Childcare

Australian Economy

Worldwide Economy

Education

Environment

Unemployment

Federal spending

Housing affordability

Energy

Healthcare

Terrorist attacks

Illegal immigration

Crime and violence

Drugs

May-18 May-17

METRO YOUNG BABY BOOMERS REGIONAL YOUNG BABY BOOMERS

About this report…

SCA has conducted a Mood Monitor study twice a year for the past 6 years. The purpose of the study has been to

ascertain the ‘mood’ of the nation – and not simply rely on traditional consumer sentiment statistics that provided

numbers but no feelings.

By gaining an insight into the mood of the nation we hope to precede movement, particularly in relation to what is

likely to happen to spending habits. The aim is for the report to act as a current picture of how the nation is feeling

but also enable a level of prediction for the future – so we can be prepared.

For more information please contact scaresearchdepartment@sca.com.au