The U.S. Baby Boomer Market
The U.S. Baby Boomer Market
As the first wave of Baby Boomers turn age 60 in 2006, Packaged Facts presents
an all-new report on the attitudes, preferences, and shopping behaviors of this
cohort across a wide range of U.S. markets. Born between the years 1946 and
1964, this diverse, individualistic, and demanding generation accounts for
nearly one in three Americans today, and their insistence on maintaining
youthful, active lives far into the future provides a clear opportunity for
marketers to “age up” their products and services to suit the evolving needs of
these affluent architects of American Youth Culture.
Drawing on uniquely cross-tabulated Simmons Market Research Bureau survey data,
along with government and private sector data sources, this report explores the
many drivers of Boomer behavior, with a particular focus on the responsibilities
occasioned by life stages such as parent- and grandparenthood, divorce and
remarriage, empty nests, and retirement or semi-retirement. The report describes
emerging Boomer-centric marketing campaigns and suggests how marketers can
respond to and anticipate preferences and behaviors across industries. Extensive
analysis of consumer survey data, in combination with wide-ranging qualitative
market analysis, provide a comprehensive outlook on how this economically and
socially powerful cohort will continue to redefine attitudes about everything
from personal style to professional know-how far into the 21st century.
Following an overview of Boomer attitudes and spending trends are seven focus
chapters covering the following market categories:
* Boomer Demographics, an evaluation of life stages, ethnicity, gender,
education, employment, income, and how these traits contribute to Boomers’
perceptions of youth and aging.
* Boomer Lifestyles, an exploration of the cyclical nature of the interests,
career goals, relationships, and life choices of people age 40-59; their demand
for products and services that facilitate their active, youthful approach to
life.
* Boomer Diet and Health, an analysis of the growing awareness that diet,
exercise, and self-monitoring of indicators such as cholesterol, blood pressure,
and blood sugar are vital to maintain long-term health and keep insurance costs
down; a look at wellness trends such as natural products, yoga, and alternative
medicines.
* Boomers and Internet Technology, a review of the widespread impact of Internet
and related technologies on virtually every aspect of boomers’ daily lives, from
personal relationships and employment to shopping, health, finances, and
entertainment; relevance and attitudes toward text, voice, information
applications, and emerging technologies.
* Boomers and Home Buying, a breakdown of traits and attitudes regarding home
ownership and the home-buying and renovation options boomers consider as they
plot out the next 30 years; condos, single-family homes, retirement communities,
vacation and second homes, and timeshares are explored.
* Boomers, Transportation, and Travel, an examination of preferences regarding
automobile purchase, including safety, style, and other features; a look at
increasingly experience-oriented travel and vacations for individuals, couples,
and families.
* Boomers and Personal Finance, a survey of the varied financial situations and
categories among boomers, including retirement savings, investments, health and
long-term care insurance, and awareness of and opinions about financial planning
products and services.
Report Methodology
The information in Baby Boomers is based on both primary and secondary research.
Primary research involved interviews with experts, public relations and industry
analysts in firms that specialize in boomer market research. The report features
unique analysis based on the Simmons Market Research Bureau Fall 2005 National
Consumer Survey. Secondary research entailed data-gathering from relevant trade,
business, and government sources, including company literature.
All of the above text is a press release provided by the quoted organization.
TheMatureMarket.com accepts no responsibility for their accuracy.
By
M.B. Date
05-06-2006
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