There are currently 2.6 million Aussies aged 55-64 years old. As this generation approaches retirement, many are finding themselves in a new and exciting position to spend more time and more money on themselves. For advertisers, pre-retirees represent a lucrative target market that is comprised of consumers who are affluent and open to spending.

Three-in-five pre-retirees are still working, but their average household income of $97,000 is the same as the average Australian household. At this stage of their life, many of these consumers are seeing some of the biggest financial and domestic obligations they have had in life starting to dissolve.

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The house is finally paid off and those pesky mortgage repayments have finally disappeared. The kids have grown up and have left home or are old enough to look after themselves. And their superannuation fund and investment portfolio will see them living a little more comfortably in retirement.When compared to 25-54 year olds, pre-retirees are 5.8 times more likely to own their home outright. And even those who are still paying off their mortgage most likely did so before the recent housing boom; more than half (56%) of them have less than $200K remaining on their mortgage.Screen Shot 2019-10-31 at 11.25.14 am

Living as empty-nesters means their household expenses are reduced and they have more free time and availability to do things that they enjoy. emmaCMV data shows that more than half of pre-retirees no longer have children living at home and they are 27% more likely to have a kid-free household when compared to the general population.


Pre-retirees are savvy with their investment portfolio. Nearly three-quarters of pre-retirees have some form of investment. Compared to people aged 25-54 years old, pre-retirees are 15% more likely to have investments; more likely to spread their investments in a variety of strategies; and more likely to own all forms of investments with the exception of self-managed super funds.

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Source: emma™ conducted by Ipsos Connect, People 25-54 and 55-64 for the 12 months ending July 2019, 14+ Nielsen Digital Panel data calibrated to Digital Content Ratings July 2019


When it comes to travelling overseas, pre-retirees are big spenders. On average, they spend $4,898 on international travel every year, which is 16% higher than the average Australian. When compared to other Australians, they are 13% more likely to fly Business Class or First Class and are 17% more likely to fly premium economy class when compared to other Australians. Guiding them along every step of their journey will provide an opportunity for travel marketers.

Over three-quarters of pre-retirees plan on travelling in the next 12 months and they are more likely to intend on both international and domestic travel when compared to the general population.

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Nielsen and The Readership Works (TRW) have a relationship that sees Nielsen’s national Consumer & Media View (CMV) incorporated into emma Cross Platform readership data. This is known as emmaCMV. For over 20 years, Nielsen’s CMV has surveyed consumers across Australia capturing an array of insights that help clients tackle marketing and media challenges. Whether they are involved in the planning, buying or selling of advertising, or responsible for brand strategy, Nielsen CMV insights provide the power to create effective marketing strategies and, ultimately, achieve business and marketing goals. emmaCMV is an enhanced and convenient solution that integrates Nielsen’s CMV into emma to provide readership, attitudinal, lifestyle and product data in one place. This information provides a comprehensive profile of the print consumer and their purchase intentions which supports more actionable analysis and insights.

By Adam Axiak, Readership Lead

October 31,2019