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