by Andrea Malcolm
Nielsen Consumer Media Insights Q4 21-Q3 22 data finds 55-64 year olds (510,000 people) plan to fund their retirement in multiple ways; 45% (229,000) through savings and the government pension; 79% (403,000) through KiwiSaver or other retirement investments either personal or through their workplace.
Sixty-seven per cent (341,000) Kiwis agree that it’s important to make investments now for the future with thirty-two per cent (164,000) invested in stocks and shares, 27% (140,000) having an investment/term deposit; and 21% (107,000) having managed investment funds.
This group are heavy consumers of TV and Internet with 57% (292,000) watching 23 hours or more of TV each week, and 36% (185,000) online for 35 hours or more weekly.
The advertising spend for retirement living was $63 million with radio attracting $25 million, followed by newspapers at $17 million. The top five retirement advertisers were Radius Care, Summerset Group, Ryman Healthcare, Metlifecare, and Arvida.
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