The U.S. Baby Boomer Market

Table of Contents

Chapter 1: Executive Summary

• Scope and Methodology
  • Scope of Report
  • Report Methodology
• Boomer Demographics
  • Introduction: A Force to Be Reckoned With
  • Boomers by the Numbers
• Boomer Lifestyles
  • By All Accounts: Active
  • Growing Up, Not Growing Old
  • The Cyclical Nature of "Lifestyles"
• Diet and Health
  • Age-Related Health Conditions Weighing In
  • Scant Savings Leave Little Room for Illness
  • Calorie-Conscious Boomers Grapple with the "Hovering Shoulds"
  • Figure 1-1: Overview of Diet- and Health-Related Lifestyle Statements: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
  • Food, Pharma, Fitness-A Three-Pronged Approach to Looking Great
• Boomers and Technology
  • Upping the Ante
  • Information Aging: Boomers Look for Long-Term, No-Nonsense Functionality
  • Working Smarter in Retirement: Boomers Tune In, Turn On, Drop Back In (To the Office)
• Boomers and Home Buying
  • Pioneering a Way to Live
  • Boomer Homes Express Tastes, Values, Style
  • Simplicity Means Low Maintenance, High Comfort, Convenience
• Boomers and Travel/Transportation
  • It's (Still) All About the Experience
  • Travel Enables Boomers to Set Aside Daily Cares
  • Curious Boomers Open to U.S. and Foreign Travel
  • Experience at the Core of Boomer Vacation Travel
• Boomers and Personal Finance
  • Spending vs. Saving, the Boomer Way
  • Financial Well-Being: A Matter of Fact or a Matter of Faith?
  • Savings, Securities, Real Estate Fund Future Goals
  • Loans, Insurance Costs Keep Dollars Flowing Out
  • Fidelity Investments: Never Stop Doing What You Love

Chapter 2: Boomer Demographics

• Introduction
  • A Force to Be Reckoned With
  • Boomers by the Numbers
  • Figure 2-1: Baby Boomers by Level of Educational Attainment: All, Men, Women, 2005 (U.S. adults age 40-59)
  • It's All About "We"
  • Marketers Behind the Boomer Curve?
  • Getting with the Program
  • Speaking of Age...Don't
  • It's Always About Youth
  • Never Talk Numbers (Avoid the Pitfall Entirely)
  • Incorporate an Emotional Appeal
  • Accentuate the Positive
  • Meet the New Kids in Town: Grandparents
  • Factor in Diversity: Boomers Are Always a Mixed Bag
  • Follow Boomer Lead in Redefining Retirement
  • Figure 2-2: Baby Boomer Indices by Employment Status, 2005 (U.S. adults age 40-59)
  • Table 2-1: Overview of Baby Boomer Demographics, 2005 (U.S. adults age 40-59)
  • Table 2-2: Overview of Baby Boomer Demographics: Adults Age 40-49, 2005 (U.S. adults)
  • Table 2-3: Overview of Baby Boomer Demographics: Adults Age 50-59, 2005 (U.S. adults)
  • Table 2-4: Overview of Baby Boomer Demographics: Men, 2005 (U.S. adults age 40-59)
  • Table 2-5: Overview of Baby Boomer Demographics: Women, 2005 (U.S. adults age 40-59)
  • Table 2-6: Overview of Baby Boomer Demographics: Non-Hispanic Whites, 2005 (U.S. adults age 40-59)
  • Table 2-7: Overview of Baby Boomer Demographics: Hispanic Americans, 2005 (U.S. adults age 40-59)
  • Table 2-8: Overview of Baby Boomer Demographics: African Americans, 2005 (U.S. adults 40-59)

Chapter 3: Boomer Lifestyles

• By All Accounts: Active
• Growing Up, Not Growing Old
• The Cyclical Nature of "Lifestyles"
• Boomers Want to Keep On Being Me
• Youth and "You Look Great"
• Boomerangst-The Corollary to "Having it All"
• A Little Mayo on that Stress Sandwich?
• Figure 3-1: Boomer Indices for Selected Work-Related Lifestyle Statements, 2005 (U.S. adults)
• Hoping the Corollary Won't Turn into a Coronary
• Spread Thin (a.k.a. Must Not Fall Behind in Day's Routine)
• To Maintain Control, Boomers Must Stay Healthy, Connected
• It's Easier to Stay Healthy Than to Get Healthy
• Internet Keeps Boomers In Touch, On Task
• The Care and Feeding of Kids-Who's Parenting Whom?
• Figure 3-2: Selected Lifestyle Statements Among Households With One or More Children: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Money Can't Buy My Children's Love, But the Thank You Points Don't Hurt
• Kids in College-Finding the Echo in the Boom
• So Let's Both Go to School!
• Empty Nesters: The Gray-Haired Twenty-Somethings
• For Boomers and Beyond, Smart Marketing Requires Long-Term Strategies
• Successful Campaigns Emphasize Life Stage, Not Age
• Table 3-1: Selected Lifestyle Statements: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 3-2: Selected Lifestyle Statements Among Those in Top 10% Socio-Economically: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 3-3: Selected Lifestyle Statements Among Those in Top 11%-30% Socio-Economically: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 3-4: Selected Lifestyle Statements Among Those in Middle 31%-60% Socio-Economically: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 3-5: Selected Lifestyle Statements Among Households With One or More Children: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 3-6: Selected Lifestyle Statements Among Those Who Have Had a Child Enter College in the Last Year: Adults Overall vs. Baby Boomers, 2005 (U.S. adults)
• Table 3-7: Selected Lifestyle Statements Among Those Whose Youngest Child Has Graduated College in the Last Year: Adults Overall vs. Baby Boomers, 2005 (U.S. adults)
• Table 3-8: Selected Lifestyle Statements Among Those Who Have Retired or Taken Early Retirement in the Last Year: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 3-9: Selected Lifestyle Statements Among Those Who Do Not Have Children at Home: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)

Chapter 4: Diet and Health

• Age-Related Health Conditions Weighing In
• Scant Savings Leave Little Room for Illness
• Calorie-Conscious Boomers Grapple with the "Hovering Shoulds"
• Figure 4-1: Overview of Diet- and Health-Related Lifestyle Statements: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Food, Pharma, Fitness-A Three-Pronged Approach to Looking Great
• Boomers Take Health Matters Into Their Own Hands
• Food Multi-Tasks as Nutrition, Medicine, Indulgence
• Nutritional Awareness Highest Among Empty Nesters, Singles
• Figure 4-2: Baby Boomer Traits Favoring Agreement with Statement: I Work at Eating a Well-Balanced Diet, 2005 (U.S. adults age 40-59)
• The Restaurant Rule: If I Spend Enough Money, the Calories Don't Count
• Fortified or Functional Foods Gain Popularity
• Food Pyramids Build Extra Knowledge
• Food Additives Build In Extra Health
• Nutrition 101-Getting the Word Out and the Wellness In
• Supermarket Boutiques Offer Holistic Education in Mainstream Settings
• Pharmacy Wellness Clinics Offer Education, Prevention, Healing
• Over-the-Counter Remedies Keep Medical Costs Down
• Wellness Services Weigh In: From the Ounce of Prevention to the Pound of Cure
• Boomers Use Dietary Supplements for Prevention and Maintenance
• Skin Care Products Prolong Youthful Appearance
• Successful Campaigns Promote Education, Community, Empowerment
• Boomers Reject Old Age (Surely There's Something We Can Take For It!)
• Exercise and Fitness: An Unbeatable Combination
• Once a Jock, Always a Jock
• Fitness-Forward Boomers Control Their Own Health Regimens
• No Pain, No Pain: Positive Experiences Coax Boomers off the Couch
• Accentuate the Positive: Curves' Business Model Makes Exercise Fun
• New Aging: The Spiritual Side of Boomer Work-Outs
• Alternative Medicine Transforms Mid-Life Crisis to Mid-Life Quest
• What's Ahead Healthwise? Boomers Have Plenty of Time to Figure It Out
• Table 4-1: Overview of Diet- and Health-Related Lifestyle Statements: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 4-2: Baby Boomer Traits Favoring Agreement with Statement: I Am Too Busy To Take Care of Myself as I Should, 2005 (U.S. adults age 40-59)
• Table 4-3: Baby Boomer Traits Favoring Agreement with Statement: I Am Currently Dieting, 2005 (U.S. adults age 40-59)
• Table 4-4: Baby Boomer Traits Favoring Agreement with Statement: I Work at Eating a Well-Balanced Diet, 2005 (U.S. adults age 40-59)
• Table 4-5: Baby Boomer Traits Favoring Agreement with Statement: I Consider My Diet to Be Very Healthy, 2005 (U.S. adults age 40-59)
• Table 4-6: Baby Boomer Traits Favoring Use of Nutritional Supplements, 2005 (U.S. adults age 40-59)
• Table 4-7: Baby Boomer Traits Favoring Agreement with Statement: I Should Exercise More Than I Do, 2005 (U.S. adults age 40-59)
• Table 4-8: Baby Boomer Traits Favoring Participating Regularly in Exercise, 2005 (U.S. adults age 40-59)
• Table 4-9: Baby Boomer Traits Favoring Participating in a Sport at Every Chance, 2005 (U.S. adults age 40-59)
• Table 4-10: Baby Boomer Traits Favoring Participation in Yoga, 2005 (U.S. adults age 40-59)
• Table 4-11: Baby Boomer Traits Favoring Trust in Homeopathic Medicine, 2005 (U.S. adults age 40-59)
• Table 4-12: Baby Boomer Traits Favoring Preference of Alternative Medicine to Standard Medical Practice, 2005 (U.S. adults age 40-59)

Chapter 5: Boomers and Technology

• Upping the Ante
• Information Aging: Boomers Look for Long-Term, No-Nonsense Functionality
• Figure 5-1: Agreement with Statement: "The Internet Has Changed The Way I Work": Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Working Smarter in Retirement: Boomers Tune In, Turn On, Drop Back In (To the Office)
• Corporate Internet Communities Keep Semi-Retired Boomers in the Loop
• Function, Focus, Value: Boomers Research Tech Before They Buy
• World Wide Web: The Boomer Information Playground
• PCs Keep Boomer Households Working, Learning, Playing
• Surfing USA: Boomers Use Internet for Research, Streamlining Schedules, Communication
• Heavy Web Traffic: Finance, Health and Wellness, Travel
• Web Security: Boomers Less Vigilant Than Gen X, More Savvy Than Seniors
• The Online Gender Gap: Are Men Really From Mars.com?
• Email: The Universal Communicator
• Figure 5-2: Use Personal Computer in Household for Internet/Email: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Cell Phones: Moving from Relevant to Indispensable
• Cell Phones Facilitate Professional, Personal Agendas
• Boomers Want a Phone, Not a Toy
• Talking vs. Texting: What's a Boomer to Do?
• Cell Phones Enhance Boomer Quality of Life-Stylishly
• Health Directions in Cell Phones: Is That a Doctor in Your Pocket?
• Portable Music Players: Establish Relevance, and Maybe They'll Catch On
• Despite MP3 Ascendancy, Boomers Loyal to Their Listening Roots
• Aging Up the iPod with Appeal to Storage Capabilities, Education, Culture
• Again with the Health Monitoring: The MP3 Becomes Dr. Digital
• Electronic Medical Records Enhance Boomer Mobility, Self-Reliance
• Best Buy Testing New Store Concepts
• Best Buy's Woman-Centric Gambit: eq-life
• A Personal Journey
• But I Just Wanted a Software Upgrade...
• Helen: The Pocketbook That Launched a Thousand Shifts
• Company Blogs: Another Roadside Attraction on the Information Highway
• Transparency, Immediacy Crucial to the Blogosphere
• Customer-centric Blogs Encourage Community, Brand Loyalty
• Blogging Amongst Themselves: First Hand Information for Marketers
• Table 5-1: Overview of Technology- and Media-Related Lifestyle Statements: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 5-2: Baby Boomer Traits Favoring Agreement With Statement: The Internet Has Changed the Way I Work, 2005 (U.S. adults age 40-59)
• Table 5-3: Baby Boomer Traits Favoring Agreement With Statement: The Internet Has Increased My Desire to Learn/Search, 2005 (U.S. adults age 40-59)
• Table 5-4: Baby Boomer Traits Favoring Agreement With Statement: For Information, The First Place I Look Is The Internet, 2005 (U.S. adults age 40-59)
• Table 5-5: Baby Boomer Traits Favoring Agreement With Statement: The Internet Is the Prime Source of My Family's Entertainment, 2005 (U.S. adults age 40-59)
• Table 5-6: Baby Boomer Traits Favoring Agreement With Statement: I Like to Learn About Computer Technology/The Web, 2005 (U.S. adults age 40-59)
• Table 5-7: Overview of Purposes Personal Computers in the Household Are Used For: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 5-8: Overview of Computer Software Types Owned by Household: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 5-9: Baby Boomer Traits Favoring Having a Home Computer Network, 2005 (U.S. adults age 40-59)
• Table 5-10: Baby Boomer Traits Favoring Use of Online Banking Services in the Last 30 Days, 2005 (U.S. adults age 40-59)
• Table 5-11: Baby Boomer Traits Favoring Use of the Internet for Financial Information/Stock Trading Within the Last 30 Days, 2005 (U.S. adults age 40-59)
• Table 5-12: Baby Boomer Traits Favoring Use of the Internet for Medical Information and Services Within the Last 30 Days, 2005 (U.S. adults age 40-59)
• Table 5-13: Baby Boomer Traits Favoring Use of the Internet to Gather Information for Shopping Within the Last 30 Days, 2005 (U.S. adults age 40-59)
• Table 5-14: Baby Boomer Traits Favoring Use of the Internet to Make a Purchase Within the Last 30 Days, 2005 (U.S. adults age 40-59)
• Table 5-15: Overview of Websites/Search Engines Used in Last 30 Days: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 5-16: Baby Boomer Traits Favoring Ownership of Cell Phone, 2005 (U.S. adults age 40-59)
• Table 5-17: Baby Boomer Traits Favoring Ownership of Cell Phone for Business Use, 2005 (U.S. adults age 40-59)
• Table 5-18: Baby Boomer Traits Favoring Ownership of Cell Phone for Personal Use, 2005 (U.S. adults age 40-59)
• Table 5-19: Baby Boomer Traits Favoring Use of Cell Phone Text Messaging Services, 2005 (U.S. adults age 40-59)
• Table 5-20: Baby Boomer Traits Favoring Purchase of Digital Music/MP3 Player in Last 12 Months, 2005 (U.S. adults age 40-59)
• Table 5-21: Baby Boomer Traits Favoring Computer Downloading of Music Files in the Last 30 Days, 2005 (U.S. adults age 40-59)
• Table 5-22: Baby Boomer Traits Favoring Ownership of Digital Camera, 2005 (U.S. adults age 40-59)
• Table 5-23: Baby Boomer Traits Favoring Use of Online Digital Imaging/Photo Album Services in the Last 30 Days, 2005 (U.S. adults age 40-59)

Chapter 6: Boomers and Home Buying

• Pioneering a Way to Live
• Boomer Homes Express Tastes, Values, Style
• Figure 6-1: Home Ownership Rates by Type of Home: Baby Boomer Adults (Age 40-59) vs. Non-Baby Boomer Adults, 2005 (U.S. adults)
• Empty Nesters, Just-Marrieds, Singles Stoke the Home Fires
• Home Improvement Strengthens Kinship with Sheetrock, Plumbing
• Simplicity Means Low Maintenance, High Comfort, Convenience
• Disaster Requires Re-Evaluation, Re-Invention
• Living Into the Next Century-Looking to Future Markets
• Home Ownership Common Across Socio-Economic Strata
• Hispanic Boomers Buy First Homes
• Figure 6-2: High-Index Baby Boomer Traits Favoring Purchase of First Home in Last 12 Months, 2005 (U.S. adults age 40-59)
• Repeat Home Buyers Consider Their Future
• Repeat Home Buyers: Middle Class and Up, College Grads, Remarried
• Remodeling Makes New, Refinanced Homes Boomer Friendly
• Home Values Cluster in Low to Mid-$100,000s
• Age Counts When it Comes to Property Taxes, Financial Planning
• Will Escalating Home Prices Burst Boomers' Bubble?
• Bubble Worries Don't Stop Home Purchases
• Second Homes: Affluent Boomers Seek Creature Comforts x 2
• Diversify Investments, Collect Rent, Escape
• Vacation, Weekend Home Owners Skew to Northeast, East Central Regions
• Vacation Retreats Favor Sun, Water, Increasing Value
• Vacation Rentals Offer Convenience, Relaxation, No Strings
• Time Shares Provide Control Without Hassles
• Fractionals: Greater Equity, Greater Freedom
• Private Residence Clubs, Destination Clubs: Luxury Crash Pads
• Leisure Equity: The Perfect Boomer Investment
• Condominiums Attract Empty Nesters, Singles, Professionals
• Condos Provide Downtown Convenience, Access to Cultural Amenities
• Security, Convenience, Affordable Style
• Same as It Ever Was: Boomers Seek Simplicity, Community, Style
• Retirement Communities Adapt to Boomer Values
• Sports, Family, Career Goals Define Adult Communities
• Cohousing Updates Early Boomer Ideals
• Cohousing Communities Make Their Own Rules
• Aging in Place Ensures Community, Independence, Creativity
• Table 6-1: Overview of Type(s) of Residence: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 6-2: Baby Boomer Traits Favoring Agreement With Statement: My Home Is an Important Part of Who I Am, 2005 (U.S. adults age 40-59)
• Table 6-3: Overview of Home-Related Lifestyle Statements: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 6-4: Baby Boomer Traits Favoring Agreement With Statement: Prefer to Spend a Quiet Evening at Home, 2005 (U.S. adults age 40-59)
• Table 6-5: Baby Boomer Traits Favoring Home Ownership, 2005 (U.S. adults age 40-59)
• Table 6-6: Baby Boomer Traits Favoring Purchase of First Home in Last 12 Months, 2005 (U.S. adults age 40-59)
• Table 6-7: Baby Boomer Traits Favoring Purchase of New Home (Not First Home) in Last 12 Months, 2005 (U.S. adults age 40-59)
• Table 6-8: Baby Boomer Traits Favoring Agreement With Statement: Am Looking for New Ideas to Improve Home, 2005 (U.S. adults age 40-59)
• Table 6-9: Overview of Home Remodeling Done in Last 12 Months: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 6-10: Baby Boomer Traits Favoring Making Major Home Improvements in Last 12 Months, 2005 (U.S. adults age 40-59)
• Table 6-11: Overview of Value of Main Residence: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 6-12: Baby Boomer Traits Favoring Ownership of Vacation/Weekend Home, 2005 (U.S. adults age 40-59)
• Table 6-13: Baby Boomer Traits Favoring Renting a Vacation/Weekend Home, 2005 (U.S. adults age 40-59)
• Table 6-14: Baby Boomer Traits Favoring Ownership of a Timeshare, 2005 (U.S. adults age 40-59)
• Table 6-15: Baby Boomer Traits Favoring Condo Ownership, 2005 (U.S. adults age 40-59)

Chapter 7: Boomers and Travel/Transportation

• It's (Still) All About the Experience
• Travel Enables Boomers to Set Aside Daily Cares
• Curious Boomers Open to U.S. and Foreign Travel
• Experience at the Core of Boomer Vacation Travel
• Vacation Tours Have Boomer Appeal-Just Don't Overbook Me
• Frequent Travel for Business, Pleasure
• Figure 7-1: Domestic Travel in Last 12 Months: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Recreation and Resort Destinations Emphasize Exercise, Activities
• Resort Vacations Pique Boomers' Long-Term Interests
• Independent Boomers Favor Road Trips
• Boomers Like Driving, Demand Safety and Reliability
• Sedans, SUVs, Luxury Vehicles Lead Boomer Vehicle Choice
• Sedans Dominate, But Hankerings for Muscle Cars Remain
• SUVs and Pick-Ups Fit Active Lifestyles
• Luxury Cars Afford Quality, Style
• RVs: Upfront Costs, Long-Term Savings
• Hotels and Motels See Booming Boomer Business
• Online Reservations Popular for Hotels/Motels and Rental Cars
• Foreign Travel Experiences Lure Asian, Hispanic, Black Boomers
• Despite Deep Pockets, Boomers Demand Value for the Dollar
• Luxurious Accommodations Tempt Even the Most Adventurous
• Cruises Offer Adventure, Education, Cultural Immersion
• Luxury on the Waves: Spas, Gourmet Dining, Wine Tasting
• Table 7-1: Overview of Transportation and Travel-Related Lifestyle Statements: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 7-2: Baby Boomer Traits Favoring Agreement With Statement: Prefer U.S. to Foreign Travel, 2005 (U.S. adults age 40-59)
• Table 7-3a: Overview of Domestic Travel Patterns in Last 12 Months: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 7-3b: Overview of Foreign Travel Patterns in Last Three Years: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 7-4: Resort Vacations in the Last 12 Months: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 7-5: Baby Boomer Traits Favoring Agreement With Statement: Often Go on Long Car Trips for Vacation, 2005 (U.S. adults age 40-59)
• Table 7-6: Baby Boomer Traits Favoring Agreement With Statement: I Like Driving, 2005 (U.S. adults age 40-59)
• Table 7-7: Baby Boomer Traits Favoring Agreement With Statement: A Used Car Is Just as Good as a New Car, 2005 (U.S. adults age 40-59)
• Table 7-8: Baby Boomer Traits Favoring Agreement With Statement: Normally Buy Cars Brand New, 2005 (U.S. adults age 40-59)
• Table 7-9: Overview of Vehicle Ownership Patterns: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 7-10: Baby Boomer Traits Favoring Agreement With Statement: SUV Matches My Active Lifestyle, 2005 (U.S. adults age 40-59)
• Table 7-11: Baby Boomer Traits Favoring Agreement With Statement: Prefer Driving a Luxury Vehicle 2005 (U.S. adults age 40-59)
• Table 7-12: Hotel/Motel Usage in Last 12 Months: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 7-13: Baby Boomer Traits Favoring Use of the Internet for Airline/Car Rental/Hotel Information in the Last 30 Days, 2005 (U.S. adults age 40-59)
• Table 7-14: Vehicle Rental in Last 12 Months: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 7-15: Baby Boomer Traits Favoring Disagreement With Statement: Prefer U.S. to Foreign Travel, 2005 (U.S. adults age 40-59)
• Table 7-16: Overview of Cruise Ship Vacations: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)

Chapter 8: Boomers and Personal Finance

• Spending vs. Saving, the Boomer Way
• Financial Well-Being: A Matter of Fact or a Matter of Faith?
• Savings, Securities, Real Estate Fund Future Goals
• Loans, Insurance Costs Keep Dollars Flowing Out
• Credit Cards: Another Necessary Cash Drain
• Retirement Assets Provide Some Security
• Figure 8-1: Total Value of Securities Owned: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Even Financial Whizzes Say Time Is More Important Than Money
• Empty Nesters, Well-To-Do Believe Time More Important Than Money
• Empty Nesters, Well-To-Do Believe In Their Own Strong Financial Skills
• Figure 8-2: Baby Boomer Traits Favoring Agreement With Statement: Am Very Good at Managing Money, 2005 (U.S. adults age 40-59)
• Boomer Outlook May Be Overly Optimistic
• Empty Nesters, Well-Educated, Asians, Conservatives Are Careful with Money-But Does That Mean They Manage It Well?
• Younger Boomers, the Under-educated, and the Poor Have Little Savings
• Homemakers, Widowed, Divorced, Separated, and Renters Find Saving Tough
• Saving Money Does Not Equal Managing It
• Many Boomers Do Their Own Research, Eschew Professional Advice
• Many Neglect to Factor in Possible Future Medical Costs
• Maturing Outlook May Obviate Looming Crises-Or Not
• Financial Advisors Advocate Personal, Boomer-centric Approach
• Well-to-do, Well Educated, Home Owners Require Solid Information Before Committing to Financial Services
• Banks Slow to Adopt Holistic Financial Management Services
• Millionaires, Sure-But Millions of Regular Joes Need Comprehensive Financial Advice, Too
• Customer Relations, Segmentation, Group Interaction, IT Integration
• Facilitate Boomers' Own Research Goals
• Soaring Healthcare Costs Should Spur Personalized Strategies
• HSAs, Long-Term Care Insurance, Disease Management Options
• Reverse Mortgages Can Finance Long-Term Care
• Others' Struggles Get Boomers' Attention
• Successful Marketing Incorporates Emotional Appeal
• Fidelity Investments: Never Stop Doing What You Love
• American Express: My Life, My Card
• Ameriprise: What's Next
• Campaign Caveat: Never Patronize a Boomer
• Table 8-1: Overview of Investment and Banking Patterns: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 8-2: Overview of Insurance Patterns: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 8-3: Overview of Credit Card Usage Patterns: Adults Overall, Non-Baby Boomer Adults, and Baby Boomers, 2005 (U.S. adults)
• Table 8-4: Baby Boomer Traits Favoring Agreement With Statement: How I Spend Time Is More Important Than Money, 2005 (U.S. adults age 40-59)
• Table 8-5: Baby Boomer Traits Favoring Agreement With Statement: Am Very Good at Managing Money, 2005 (U.S. adults age 40-59)
• Table 8-6: Baby Boomer Traits Favoring Agreement With Statement: In Job, Security Is More Important Than Money, 2005 (U.S. adults age 40-59)
• Table 8-7: Baby Boomer Traits Favoring Agreement With Statement: I'm Careful With My Money, 2005 (U.S. adults age 40-59)
• Table 8-8: Baby Boomer Traits Favoring Agreement With Statement: I'm No Good at Saving Money, 2005 (U.S. adults age 40-59)
• Table 8-9: Baby Boomer Traits Favoring Agreement With Statement: Financial Security for Retirement Is Individual Responsibility, 2005 (U.S. adults age 40-59)
• Table 8-10: Baby Boomer Traits Favoring Agreement With Statement: I Read the Financial Pages of My Newspaper, 2005 (U.S. adults age 40-59)
• Table 8-11: Baby Boomer Traits Favoring Agreement With Statement: I Don't Like the Idea of Being in Debt, 2005 (U.S. adults age 40-59)
• Table 8-12: Baby Boomer Traits Favoring Agreement With Statement: Like to Know as Much as Possible Before Committing to Financial Services, 2005 (U.S. adults age 40-59)