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Who Buys Source

The segment of younger Baby Boomers (those born between 1959 and 1964) included 27.404 million individuals in 2009, with an average household size of 2.9 people.

MetLife Mature Market Institute, 2010

The segment of middle Baby Boomers (those born between 1952 and 1958) included 29.090 million individuals in 2009, with an average household size of 2.4 people.

MetLife Mature Market Institute, 2010

The segment of older Baby Boomers (those born between 1946 and 1951) included 20.492 million individuals in 2009, with an average household size of 2.1 people.

MetLife Mature Market Institute, 2010

Baby Boomers (born 1946-64) represent 26% of the U.S. population; 51% are female and 49% are male.

MetLife Mature Market Institute, 2010

Racial and ethnic composition of the younger Baby Boomer demographic (those born between 1959 and 1964) in 2009: White (non-Hispanic), 69%; Hispanic (any race), 13%; Black (non-Hispanic), 12%; Asian (non-Hispanic), 4%; all other races, 2%.

MetLife Mature Market Institute, 2010

Racial and ethnic make-up of the middle Baby Boomer demographic (those born between 1952 and 1958) in 2009: White (non-Hispanic), 73%; Black (non-Hispanic), 11%; Hispanic (any race), 10%; Asian (non-Hispanic), 4%; all other races, 2%.

MetLife Mature Market Institute, 2010

Racial and ethnic composition of older Baby Boomers (those born between 1946 and 1951) in 2009: White (non-Hispanic), 76%; Black (non-Hispanic), 10%; Hispanic (any race), 8%; Asian (non-Hispanic), 4%; all other races, 2%.

MetLife Mature Market Institute, 2010

According to a study by the Pew Research Center, 13% of parents with grown childen say one of their adult sons or daughters has moved back home in the past year.

The Center for Media Research, 2010

Based on research by the MetLife Mature Market Institute, the marital status of the three categories of Baby Boomers: Younger Boomers -- Married, 76%; single/never married, 17%; divorced, 5%; separated, 1%; widowed, 1%. Middle Boomers -- Married, 70%; single/never married, 13%; domestic partnership, 1%; divorced, 11%; separated, 1%; widowed, 4%. Older Boomers -- Married, 67%; single/never married, 9%; divorced, 16%; widowed, 7%.

MetLife Mature Market Institute, 2010

According to a survey by the MetLife Mature Market Institute, 80% of younger Baby Boomers are employed either full- or part-time, compared to 69% of middle Boomers and 53% of older Boomers.

MetLife Mature Market Institute, 2010

A 2010 Pew Research study concluded that only 13% of Baby Boomers have no religious affiliation, compared to 20% of Generation Xers and 28% of Millennials.

USA Today, 2010

Baby Boomers will comprise 51% of the grandparent population in America by 2010, and nearly 60% by 2015.

Supermarketguru.com, 2009

According to research by the Boomer Project and BIGresearch, 38.4% of Baby Boomers are grandparents. The average age of a Boomer grandparent is 53.4 years.

STORES, 2008


Why They Buy Source

A 2009 study by the Natural Marketing Institute concluded that Boomer men are more apt to spend discretionary dollars during tough economic times than Boomer women, and are more likely to make impulse purchases (25% of men vs. 9% of women).

Engage: Boomers, 2009

Based on a late-2009 survey by Continuum Crew, Boomers' biggest concern is the cost of healthcare, 49%, which was up from 41% in 2008.

Selling To Seniors, 2009

How They Buy Source

An early-2010 Harris Interactive survey asked Baby Boomers if they had either done or considered doing any of the following money-saving activities in the last six months: Purchased more generic brands, 63%; brown-bagged lunch instead of purchasing it, 46%; gone to the hairdresser/barber/stylist less often, 38%; cancelled one or more magazine subscriptions, 36%; cancelled or cut back cable TV service, 22%; cut down on dry cleaning, 21%; cancelled a newspaper subscription, 20%; stopped buying coffee in the morning, 19%; changed or cancelled cellphone service, 17%; cancelled landline phone service and only using cellphone, 15%; started carpooling or using mass transit, 7%.

Harris Interactive, 2010

According to a late-2009 survey of spending habits, conducted by TNS Retail Forward, 47% of affluent Baby Boomers said they plan to continue to only buy when they truly need things, compared to 38% of affluent Gen Xers. Thirty-six percent of affluent Baby Boomers plan to continue buying fewer things, compared to 32% of affluent Gen Xers, while 36% of affluent Boomers plan to continue shopping less often, compared to 29% of affluent Gen Xers. 

Research Alert, 2009

A 2009 survey by the Natural Marketing Institute determined that Boomer men are more self-directed on investment decisions than Boomer women (70% vs. 46%).

Engage: Boomers, 2009

What They Buy Source

A survey conducted by Whole Foods Market and Harris Interactive compared the top five grocery items purchased by Baby Boomers in 1980 and 2010. 1980 -- milk (89%); canned or frozen vegetables (83%); white bread (74%); soda/pop (74%); iceberg lettuce (66%). 2010 -- fresh fruit (83%); milk (82%); fresh vegetables (79%); wheat or whole-grain bread (77%); canned or frozen vegetables (69%).  

Harris Interactive, 2010

According to a study by Deloitte, 46% of Baby Boomers maintained at least one social networking profile in 2009, up from 31% in 2008 and 30% in 2007. Facebook was easily the most popular network used by Boomers in an October 2009 study, with a share of approximately 60%.

 

eMarketer, 2010

Based on a survey of Boomer women ages 50+, conducted by VibrantNation.com, 40% of the respondents said they purchase more than six CDs each year.

Engage: Boomers, 2010

Based on a 2010 Nielsen study, Baby Boomers index higher than any other demographic age category in the purchase of pet food, carbonated beverages and wine.

The Nielsen Company, 2010

According to a late-2009 survey by Continuum Crew, when asked if they had to eliminate a service they are currently subscribing to, only 4.5% of Boomers said they would give up the Internet. 61.1% indicated they could do without DVD movie rentals, 40.6% said a land phone line, 36% said a national newspaper, 28% said the local newspaper, 11% said a cellphone, and 9% said they could give up their TV service.

Selling To Seniors, 2009

Nearly nine percent of U.S. households headed by 35-to-54 year olds own an RV, slightly exceeding the 8.6 percent ownership rates of those 55 and over.

Recreation Vehicle Industry Association, 2009

A 2009 survey by Frank N. Magid Associates asked Boomer men in the 45-54 age range to list their favorite leisure activities: Watching TV, 29%; using the Internet, 13%; playing sports or exercising, 9%; listening to music, 9%; watching DVDs or VHS tapes, 9%; reading books, 6%; playing free Web-based video games, 4%. Among men ages 55-65, their favorite activities were: Watching TV, 21%; using the Internet, 21%; reading books, 12%; playing sports or exercising, 8%; listening to music, 7%; watching DVDs or VHS tapes, 4%; playing free Web-based video games, 2%.

Research Alert, 2009

A 2009 survey by Frank N. Magid Associates asked Boomer women ages 45-54 to name their favorite leisure activities: Watching TV, 22%; using the Internet, 19%; reading books, 18%; listening to music, 5%; playing free Web-based video games, 5%; watching DVDs or VHS tapes, 4%; playing sports or exercising, 2%. Among women ages 55-64, their top activities were: Reading books, 24%; watching TV, 20%; using the Internet, 14%; playing free Web-based video games, 8%; watching DVDs or VHS tapes, 6%; listening to music, 2%; playing sports or exercising, 1%. 

Research Alert, 2009

Based on 2009 research by the Sporting Goods Manufacturers Association, participation in team sports and group-inspired activities by Baby Boomers increasd 15.0% in the previous year, while participation in individual or fitness sports was up 3.3%. 

SGMA, 2009

A survey of consumers ages 44-52, conducted by Information Resources, Inc., found that this age group spends 10% more than the average American on food and 15% more than average on beverages. A similar survey of individuals ages 53-62 showed this age group spends the same as the average American on food and 7% more than average on beverages.

Research Alert, 2009

Favorite restaurant menu items for Baby Boomers (ages 50-64): 1. Burgers; 2. French fries; 3. Side dish salad; 4. Breakfast sandwiches; 5. Mexican; 6. Pizza; 7. Non-fried vegetables; 8. Chicken sandwiches; 9. Main dish salads; 10. Shellfish.

The NPD Group, 2009

Based on a late-2009 study by CTAM Research, types of technology products owned by Baby Boomers: DVD player, 90%; cellphone, 88%; digital camera, 83%; cable TV, 58%; DVR, 43%; portable DVD player, 36%; MP3 player, 35%.

The Center for Media Research, 2009

According to a late-2009 study by CTAM Research, online activities that Boomers regularly engage in: Using email, 93%; reading news, 73%; shopping online, 71%; gathering information, 67%; paying bills, 66%; accessing networking Web sites, forums, message boards and chat rooms, 39%; watching videos online, 30%.

The Center for Media Research, 2009

A 2009 study of comfort foods, prepared by the Center for Culinary Development, found that Boomers prefer "classic" comfort foods such as braised meats, casseroles and ice cream, but many also enjoy gourmet choices such as high-quality dark chocolate and fancy cheeses. They also crave foods from their childhoods such as peanut butter, popcorn, foods made with canned tuna fish, chicken noodle soup and hot oatmeal.

Marketing Daily, 2009

According to research by the Sporting Goods Manufacturers Association, participation in team sports by Baby Boomers increased 15.0% between 2007 and 2008, while participation in individual/fitness activities was up only 3.3%.

SGMA, 2009

According to a 2009 study by Frank N. Magid Associates, regarding the type of online content they would pay to receive, only 52% of Boomers said they would pay for music (compared to 80% of Gen Yers), while 51% indicated they would pay for professionally produced TV programming (compared to 69% of Gen Yers). For online news and information, 36% of Boomers said they would pay for it, compared to 43% of Gen Yers.

Frank N. Magid Associates, 2009

A 2009 survey of Baby Boomer women (ages 50+), conducted by VibrantNation.com, found that anti-aging moisturizing products ranked as the respondents' biggest beauty extravagance/investment purchase.

Engage: Boomers, 2009

More than one-half of all residential replacement air conditioning and heating equipment is purchased by Baby Boomers.

Air Conditioning, Heating & Refrigeration News, 2008

Sixty percent of Baby Boomers complete some type of home improvement project each year.

Air Conditioning, Heating & Refrigeration News, 2008

Where They Buy Source

Middle Boomers (those born between 1952 and 1958) account for more than 10% of the population in the states of Alaska, Maine, Montana, New Hampshire, Vermont, West Virginia and Wyoming.

MetLife Mature Market Institute, 2010

Younger Boomers (those born between 1959 and 1964) represent 10% or more of the population in the states of Connecticut, Maine, Maryland, Massachusetts, Minnesota, New Hampshire, New Jersey, Vermont and Wisconsin.

MetLife Mature Market Institute, 2010

Older Baby Boomers (those born between 1946 and 1951) represent 5%-8% of the population of every state in the U.S.

MetLife Mature Market Institute, 2010

Based on a late-2009 survey by Pew Research, 69% of Boomers had accessed the Internet during the previous day, compared to 66% who had done so a year earlier.

eMarketer, 2010

Based on U.S. Census calculations, the five states with the greatest number of Baby Boomers are California, Texas, New York, Florida and Pennsylvania.

U.S. Census Bureau, 2009

According to a 2009 study by The NPD Group, favorite restaurant categories for Boomers (ages 50-64): 1. Hamburger; 2. Convenience store; 3. Other sandwich; 4. Mid-scale varied menu restaurant; 5. Fast-food pizza; 6. Food/drug stores; 7. Gourmet coffee/tea; 8. Doughnut; 9. Mid-scale family style restaurant; 10. Chicken.

The NPD Group, 2009

According to the U.S. Census, the five U.S. counties with the most Baby Boomers are Los Angeles County (CA), Cook County (IL), Harris County (TX), Maricopa County (AZ) and Orange County (CA).

U.S. Census Bureau, 2009

A 2009 Harris Interactive survey asked Baby Boomers if they could live in any state (other than where they currently reside), which one would they choose: 1. California; 2. Florida; 3. Hawaii; 4. Colorado; 5. North Carolina.

Harris Interactive, 2009

A 2009 survey of Baby Boomer women ages 50+ showed that 44% of the respondents find inspiration in the beliefs and philosophies learned from books, speakers, coaches, workshops or other sources outside of organized religion.

VibrantNation.com, 2009

Business Trends Source

Baby Boomers remain the wealthiest of generations, and account for 77% of all investable assets in the U.S.

Engage: Boomers, 2009

According to a mid-2009 AARP survey, 49% of the age 45-to-64 respondents said they were not confident about having enough money in retirement.

USA Today, 2009

As of 2007, 14% of Baby Boomers in the 45-64 age bracket did not have health insurance.

U.S. Census Bureau, 2009

Based on U.S. Census figures, the life expectancy for Baby Boomer women is 81.3 years, compared to 75.5 years for Boomer men.

U.S. Census Bureau, 2009

Change in average 401(k) balance between January 2008 to May 2009, by age group: 46-50, -12.9%; 51-55, -13.1%; 56-60, -12.1%; 61-65, -9.7%.

USA Today, 2009

Some 40% of Baby Boomers are grandparents.

Engage: Boomers, 2009

Approximately 60% of adults aged 50-64 suffer from at least one chronic health condition.

Engage: Boomers, 2009

Based on a mid-2009 AARP survey of individuals ages 45-64, among those who had not lost a job, 12% said they will delay their retirement or return to work if they had already retired.

USA Today, 2009

According to a study by BIGresearch and the Boomer Project, 76% of Boomers listen to Radio -- more than any other demographic. Morning drive-time is when most (49%) are tuned in.

STORES, 2008