Avionics News August 2015 - 54
BUSINESS BASICS
Continued from page 53
homes, boats and country-club memberships than baby boomers of comparable value, according to Fidelity. In short, they' re
not afraid to spend money when they have it.
But they do it differently. Consider automobiles. They' d
prefer to buy without negotiating price, and nearly half of them
want dealers to pick up their cars for service and drop off a loaner, according to a survey by D eloitte. To those ends, AutoNation,
the largest U .S. auto retailer, announced it will soon roll out
online tools to let customers complete most of the car-buying
process online, reducing sales pressure and getting the buyer on
their way q uickly once they arrive to pick up their car.
Gen X er homebuyers also have gone digital. M ore than 90
percent of X ers who bought in 201 3 used real-estate websites
( about 1 0 percent more than boomers) , and more than half did
so with a tablet or mobile device ( about 25 percent more than
boomers) , according to a National Association of R ealtors survey. W hen they finally chose a realtor, they picked one referred
by a friend or family member, and they ex pected that profes
profes-
sional to be adept at email and tex t communication.
Overall, they made one-third of house purchases in 201 3.
The average price was $ 25 0,000, and the average salary was
$ 98,000, or about 1 0 percent higher than boomer buyers.
W hat' s more, 1 3 percent of them earned more than $ 200,000.
MAKING A MARKET
This buying potential makes Gen X a must-know for marketers, according to a recent Shullman P ulse study. W hen it comes
to those who are pilots, this includes your avionics shop, too.
The takeaway is how Gen X ers approach spending differently.
First, understand they spend a lot of time online. About three
q uarters of them regularly bank, research products and buy
online, and they shop aggressively because they appreciate
value - not low price, per se, but competitive deals on great
products. W hen it comes to airplanes, this may follow trends
in boating, where they' ve j oined clubs or fractional ownership
arrangements, or simply bought " good enough used" instead of
more ex pensive products that offer no perceived cost benefit.
If they' re shopping for avionics or service, help them help
you by giving them plenty of information. Y our website will do
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Table of Contents for the Digital Edition of Avionics News August 2015
Avionics News August 2015 - Intro
Avionics News August 2015 - Cover1
Avionics News August 2015 - Cover2
Avionics News August 2015 - 1
Avionics News August 2015 - 2
Avionics News August 2015 - 3
Avionics News August 2015 - 4
Avionics News August 2015 - 5
Avionics News August 2015 - 6
Avionics News August 2015 - 7
Avionics News August 2015 - 8
Avionics News August 2015 - 9
Avionics News August 2015 - 10
Avionics News August 2015 - 11
Avionics News August 2015 - 12
Avionics News August 2015 - 13
Avionics News August 2015 - 14
Avionics News August 2015 - 15
Avionics News August 2015 - 16
Avionics News August 2015 - 17
Avionics News August 2015 - 18
Avionics News August 2015 - 19
Avionics News August 2015 - 20
Avionics News August 2015 - 21
Avionics News August 2015 - 22
Avionics News August 2015 - 23
Avionics News August 2015 - 24
Avionics News August 2015 - 25
Avionics News August 2015 - 26
Avionics News August 2015 - 27
Avionics News August 2015 - 28
Avionics News August 2015 - 29
Avionics News August 2015 - 30
Avionics News August 2015 - 31
Avionics News August 2015 - 32
Avionics News August 2015 - 33
Avionics News August 2015 - 34
Avionics News August 2015 - 35
Avionics News August 2015 - 36
Avionics News August 2015 - 37
Avionics News August 2015 - 38
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Avionics News August 2015 - Cover3
Avionics News August 2015 - Cover4
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