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Grand Audience

  • Aged 51 to 70
  • 47% of Canadians aged 45 and over are grandparents
  • Grandmothers outnumber grandfathers 56% to 44%
  • 21% of grandparents were born outside of Canada
  • The average age of grandparents is increasing
    • 1995 – 64 years
    • 2017 – 68 years
  • The average grandparent has 4 grandchildren
  • 5% of grandparents live with at least one grandchild
  • 15% of grandparents are providing regular child care for grandchildren in their homes
  • 77% of Grandparents are married

Our Readers

  • Tech Savy
    • 75% turn to search engines prior to buying them
    • 65% use internet for finances
    • Young Boomers lead the financial management online category with 73%
    • E- Commerce – 61% of men aged 51 to 60 by clothes
  • Finances
    • 50% Feel they are on track in saving for retirement
  • Luxury Categories
    • They are well established and are at a place in their life where they have already spent on big ticket items which bodes well for non-essential and luxury categories.
    • More likely to spend on high end and quality products
  • Aging
    • 81% of women and 51% of men are focused on mental side of aging
    • 59% of women and 40% of men are focused on physical side of aging