This Packaged Facts report examines the baby boomer market, defined as
American consumers born between the years of 1946 and 1964 and currently falling
in the 38-56 age range. While the number of consumers in this 76-million-strong
generation remains roughly stable over time, the baby boom generation
constitutes over 26% of the U.S. population. The current aggregate income of
baby boomers is $4.1 trillion, and as boomers are in their prime earning years,
this much targeted demographic is even more important to - and poses a greater
challenge for - marketers than it has been in the past.
The baby boom generation continues to gray, but they are not accepting aging
in the same way their parents' generation did. Boomers are fit, have high
incomes, and want to stay fashionable and have fun. They are the targets of
unprecedented marketing, yet are not wedded to particular brands and are
skeptical of media pitches. And, as they continue to outspend their earnings,
many face inadequate retirement savings and are recognizing the need to address
their long-term financial futures.
Information on how boomers are spending-and saving-their money and what
messages they respond to is crucial to successfully reaching the group that
holds the greatest financial clout in the United States, and will continue to do
so for years to come.
This report provides key data and analysis for this complex, high-income
group of consumers: what they like, how they spend their money, and what
messages appeal to them. It features seven focus sections—Financial
Services; Housing and Household Goods; Automotive and Auto Care; Computers,
E-Commerce, and Communications; Media, Entertainment, and Travel; Personal Goods
and Consumables; and Health, Fitness, and Healthcare—which are based
largely on current Simmons Market Research Bureau data on U.S. consumer
purchasing, ownership, and product usage patterns.
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