Spending Power of Baby Boomers - US - February 2007

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Snapshot of the market
• Market background
• Family life
• Boomers and money
• Shopping
• Leisure time
• Media and advertising
• Future trends
• Market Background
• Baby Boomer population profile
• Age
  • Figure 1: U.S. population projections, 2002-12
  • Figure 2: U.S. generations, 2002-12
• Ethnicity
  • Figure 3: Ethnic makeup of the total U.S. and Boomer population, 2006
• Household descriptions and locations
  • Figure 4: Household profile, January-September 2005
• Type of dwelling
  • Figure 5: Housing ownership profile, January-September 2005
  • Figure 6: Housing rental profile, January-September 2005
  • Figure 7: Living alone or with others according to own/rental status, October 2006
  • Figure 8: Details regarding living with others, October 2006
• Family life
  • Figure 9: Attitudes regarding importance of family, January-September 2005
• Relationships and marriage
  • Figure 10: Marriage profile, January-September 2005
  • Figure 11: Attitudes regarding relationships and the opposite sex, January-September 2005
• Children
  • Figure 12: Attitudes regarding children, January-September 2005
• Education
  • Figure 13: Education profile, January-September 2005
• Career
  • Figure 14: Attitudes regarding career, January-September 2005
• Religion
  • Figure 15: Attitudes regarding religion, January-September 2005
• Boomers and Money
• Attitudes towards financial matters and financial security
  • Figure 16: Personal assessment of financial security, October 2006
  • Figure 17: Personal assessment of income and spending patterns, October 2006
  • Figure 18: Attitudes towards disposable income, saving and splurging, October 2006
  • Figure 19: Attitudes towards other Boomers' wealth and lifestyle, October 2006
  • Figure 20: Attitudes towards own wealth and lifestyle, October 2006
  • Figure 21: Attitudes regarding personal money, spending and debt, January-September 2005
• Credit and debit cards
  • Figure 22: Credit card possession, January-September 2005
• Investments
  • Figure 23: Ownership of various financial products, January-September 2005
  • Figure 24: Attitudes regarding investments and financial planning, January-September 2005
• Shopping
• Retail shopping
  • Figure 25: General attitudes about shopping, January-September 2005
  • Figure 26: Attitudes about shopping based on price, January-September 2005
  • Figure 27: Online shopping purchases, January-September 2005
• Apparel
  • Figure 28: Attitudes regarding apparel and style, October 2006
  • Figure 29: Apparel qualities and preferences, January-September 2005
• Leisure Time
• General leisure activities
  • Figure 30: Participation in leisure activities over the last 12 months, January-September 2005
• Activities inside the home
• Reading
  • Figure 31: Type of book purchased in the last 12 months, January-September 2005
  • Figure 32: Number of audiobooks purchased in the last 12 months, January-September 2005
  • Figure 33: Number of hardcover books purchased in the last 12 months, January-September 2005
  • Figure 34: Number of paperback books purchased in the last 12 months, January-September 2005
  • Figure 35: Preferred place to purchase books, January-September 2005
  • Figure 36: Genres of books purchased, January-September 2005
• Activities outside the home
• Movies
  • Figure 37: Frequency of movie attendance in the last 90 days, January-September 2005
• Live entertainment
  • Figure 38: Live entertainment attendance in the last 12 months, January-September 2005
• Dining out
  • Figure 39: Visits to family restaurants and steakhouses in the last 30 days, January-September 2005
• Athletic activities
  • Figure 40: Participation in physical exercise in the last 12 months, January-September 2005
  • Figure 41: Venues for conducting physical exercise, January-September 2005
  • Figure 42: Number of days exercise done per week, January-September 2005
  • Figure 43: Attitudes regarding shopping, January-September 2005
• Travel
• Media and Advertising
• Media outlets and advertising
  • Figure 44: General attitudes regarding advertising, January-September 2005
  • Figure 45: Places where advertising is noticed--out of home, January-September 2005
• Television and radio
  • Figure 46: Attitudes regarding television and advertising, January-September 2005
  • Figure 47: Attitudes regarding radio and advertising, January-September 2005
• Magazines and newspapers
  • Figure 48: Attitudes regarding magazines and advertisements, January-September 2005
  • Figure 49: Attitudes regarding newspapers and advertisements, January-September 2005
• Existing and recommended advertising strategies to target Boomers
• Historical and cultural references and youthful, exciting themes
• Celebrity endorsements
• Humor
• Focus on value
• The "age" factor
• Retail affinity
  • Figure 50: Top 20 department, discount, clothing and children' s stores, January-September 2005
  • Figure 51: Top 5 home furnishings stores, January-September 2005
  • Figure 52: Top 5 home improvement stores, January-September 2005
  • Figure 53: Top 5 electronics stores, January-September 2005
  • Figure 54: Top 5 drug stores, January-September 2005
  • Figure 55: Top 10 supermarkets and food stores, January-September 2005
• Companies that cater specifically to Boomers
• Forth & Towne
• Elephant Pharmacy
• Eq Life
• Future Trends
• Retirement, financial planning, and going skiing
• Housing changes
  • Figure 56: Plans regarding living situation changes in the next five years, October 2006
• Home health care, pharmacy retail changes
• Insurance
• Aging