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Generational Market Research Bundle: Baby Boomers, Gen X and Gen Y

Packaged Facts
December 1, 2008
930 Pages - SKU: LA2093881

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Countries covered: United States

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For years Packaged Facts has examined a wide range of consumer industries and produced several market research studies useful to companies interested in the demographics market.

To maximize market research dollars, we've assembled one PDF featuring three critical demographics & lifestyles research studies. Each study provides a comprehensive collection of information, insight, and unique analysis not offered in any other single source, including: forecasts, demographic attitudes, spending trends, social concerns, economic trends influencing consumer behavior, figures, tables, and much more.

Each report is created by Packaged Facts using our well-respected methodology of consolidating both primary and secondary research consisting of interviews with industry experts and data-gathering from a variety of relevant and highly credible sources.

The following demographic topics, representing 930 pages of information, are detailed in this bundle.

U.S. Baby Boomer Attitudes and Opportunities: At Home, At Work and On the Road

Demographics and Lifestyles. Segmentation by age bracket, marital status, ethnicity, gender, politics, education and employment income. Analysis of financial and cultural divide between leading edge Boomers (age 55-64) and younger cohort boomers (age 45-54), with emphasis on attitudes about Social Security and retirement.
Health and Anti-aging. From skin-plumping therapies to nutraceuticals, an exploration of current and developing technologies to combat the aging process. Parallel analysis of widespread health concerns and conditions that tend to contradict generalizations that Boomers are the healthiest generation ever.
Boomers at Home. Life stage, physical limitations, and career interests inform Boomers’ desire to “age in place.” Finances and family obligations, including boomerang children and elder care, suggest a shift to greater long-term practicality, but without sacrifice of style. Green construction and universal design gain appeal.
Boomers at Work. Most Boomers plan to work past traditional retirement age, not only because they need the money or the health insurance, but because they enjoy being challenged and engaged. Many will shift into part-time work or begin entirely new careers or entrepreneurial ventures. Few imagine that Social Security benefits will outlive them.
Boomers on the Road. Practicality, comfort, and eco-friendliness drive Boomer vehicle purchase, though style and luxury maintain a strong hold. Muscle cars and motorcycles tempt the young at heart. Customizable vacations slake thirst for experience, learning, adventure. Multigenerational and single-gender options expand.

Gen X in the U.S.

GenX Demographics, an introduction to the disconnect between stereotypes occasioned by the GenX moniker and the actual diversity of these post-baby boom individualists; ethnicity, gender, education; employment and entrepreneurship; income, geographical region, and individual and parental values are key to targeting the numerous subsegments within this relatively small population.
GenX Lifestyles, an examination of the interests, career goals, and relationships of people age 25-39; their tendency to stay single longer than previous generations; their integration of technology into business and personal pursuits; and how their tastes and preferences sometimes overlap with both baby boomers and GenY.
GenX Foods and Beverages, an analysis of how globalization, ethnic diversity, and visual style influence the food and beverage choices of the cohort; their expectations of fast, convenient, international foods; their delight in wines, new drinks, cool labels, and edgy design.
GenX Media and Technology, a review of the widespread impact of Internet and digital technologies on virtually every aspect of GenXers’ daily lives, from relationships and employment to shopping, travel, finances, and entertainment; attitudes about the convergence of text, voice, wireless, MP3, camera, cable, video, and other emerging applications.
GenX Travel and Transportation, a look at increasingly experience-oriented travel and vacations for individuals, couples, groups, and families; an examination of preferences regarding automobile purchase, including style, fuel economy, and other features.
GenX Home Buying and Personal Finance, a breakdown of traits and attitudes regarding home buying, design, and furnishing options GenXers consider as they weigh family, entertainment, and lifestyle requirements; an overview of the personal banking and financial habits of the cohort, as they begin to plan for the long term.

The Adults of Generation Y in the U.S.: Hitting the Demographic, Lifestyle and Marketing Mark

Demographics: Millennials are very ethnically and culturally diverse, with a multicultural outlook and a left-leaning political orientation. The younger cohort, age 18-24, account for 59% and Hispanics a powerful 22% of the adult Echo Boom.
Finances: Gen Y’s love-hate relationship with credit cards, education expenses and high APRs, combined with a desire for luxury products and a seeming inability to save money, means they tend to be cash-crunched.
Technology, Media and Marketing: Media saturated and digitally dependent for their sense of self, Millennials experience media, technology, socialization, advertising, community and personal consciousness as almost seamlessly integrated.
Eating In, Dining Out: With a developing preference for organic, functional and sustainably farmed produce, Gen Y adults embrace healthy, well-balanced meals as long as they come in snazzy recyclable containers, don’t require cooking and don’t interfere with snacking.
Wellness, Work and Leisure: Not so much about anti-aging and physical fitness, Gen Y wellness means that leisure and work should be personally fulfilling; that community and environmental health are a team effort, preferably supported by one’s employer; and that relationships are the key to personal well-being.

U.S. Baby Boomer Attitudes and Opportunities: At Home, At Work and On the Road

Chapter 1: Executive Summary

Scope and Methodology
- Scope of Report
- Report Methodology
- Two Boomer Age Cohorts
- The Simmons Index System
Lifestyles and Demographics
- Boomers’ Lives Still Just Beginning
- Boomers’ Demographic Clout Only Increasing
- Ethnicity Largely White, Non-Hispanic
- Comfort with Internet, Technology Facilitates Boomerpreneurship
- Boomers Earn Higher Than Average Incomes
- Figure 1-1: Percentage of Boomers Who Earn Over $100,000: By Demographic Trait, 2007 (U.S. adults age 45-64)
- Money, Health Woes Keep Retirement at Bay
- Boomer Cohort Much More Diverse Than Once Believed
- “Green” Causes Gain Momentum Among Cohort
Health and Anti-Aging
- Healthy, Active Self-Image Keeps Boomers in the Game
- Technology, Positioning Take Sting Out of Age-Related Complaints
- Strong Focus on Nutrition, Exercise
- Cosmetic Surgery Popular, as Are Scalpel-Free Procedures
- Drugs, Therapies Combat Chronic Complaints
- Older Boomers, Women Work Toward Well-Balanced Diets
- Exercise Remains Popular Antidote to Growing Old
Boomers at Home
- Family, Finances, Career Guide Domestic Arrangements
- Boomers Anticipate Greater Practicality in Later Years
- Sinks, Countertops Rank High in Empty-Nest Kitchen Purchases
- In-Home Tech, Electronics Preferences Reflect Family Priorities
- Boomerang Effect Re-Mixes Generations
- Boomer Home Caregivers Number in Millions
Boomers at Work
- Widespread Skepticism RE Social Security’s Staying Power
- Financial Needs and Fulfillment Keep Boomers on the Job
- Employee Health Benefits Add Incentive to Keep Working
- Highest Earners Foreground Control, Dedication to Career
- Figure 1-2: Indices by Selected Boomer Traits for Agreement with Statement: “I Look at the Work I Do as a Career, Not Just a Job,” 2007 (U.S. employed adults age 45-64)
- Workplace Generation Gap Challenges Boomer Patience
- Telecommuting Combines Comfort of Home with Comfort of Paycheck
- Layoffs—and Self-Employment
Boomers on the Road
- Boomers Defy Convention in Vehicles and Vacations
- Attachment to Automobiles Unlikely to Wane
- Female Boomers Stress Safety; Males Big on What’s Under the Hood
- Resurgence of Muscle Cars, Motorcycles
- “Idealism Gene” Opens Minds, Pocketbooks to Green Options
- Boomers Seek Meaningful Experiences in Vacation Travel
- Majority Prefer Domestic to Foreign Travel
- Internet Research Facilitates Customized Travel
- From Cruises to Sports Vacations, Single Boomers Mixing It Up

Chapter 2: Lifestyles and Demographics

Boomers’ Lives Still Just Beginning
Cohort Plans to Regenerate, Not Degenerate
Boomers’ Demographic Clout Only Increasing
Age 60-64 Segment Growing Fastest
Over-40 Contingent Swells Worldwide
Ethnicity Largely White, Non-Hispanic
Figure 2-1: Selected High-Indexing Demographic Traits for Hispanic Boomers in Relation to Adults Overall and to Boomers Overall, 2007 (U.S. adults)
Hispanics Cluster in Southwest, Pacific; African-Americans Embrace Southeast
Most Boomers Still Work Full-Time
Diverse Self-Employed Segment May Forecast Future Entrepreneurship
Figure 2-2: Selected High-Indexing Demographic Traits for Self-Employed Boomers in Relation to Adults Overall and to Boomers Overall, 2007 (U.S. adults)
Social Responsibility, Self-Actualization Inspires New Ventures
Comfort with Internet, Technology Facilitates Boomerpreneurship
Boomers Earn Higher Than Average Incomes
Figure 2-3: Percentage of Boomers Who Earn Over $100,000: By Demographic Trait, 2007 (U.S. adults age 45-64)
Money, Health Woes Keep Retirement at Bay
Fear of Disability Keeps Many on the Job: Health Insurance Highly Prized
Some Gamble with Health: Drop Insurance, Wait for Medicare to Kick In
Boomer Cohort Much More Diverse Than Once Believed
Class of 1946 More “Ward and June” Than “Wyatt and Billy”
Age, Culture, Experience Divide Younger, Older Boomers
Older Cohort Boomers Better Educated, Wealthier, More Likely Retired
Financial Divide Reflects Elders’ Greater Job Opportunities, Cheaper Housing
Older Cohort Confident; Younger Boomers Stressed
Famous “Boomer Inheritances” Going to Elders
Younger Boomers Juggling Childcare, College Payments, Finances
Hispanics, Asians, Blacks More Likely than Whites to Have Young Kids at Home
Childless Boomers Skew High for Higher Education, Single Living
“Green” Causes Gain Momentum Among Cohort
Green Allegiances Transcend Age Group, But Tend to Increase with Age
Hispanics, Asians, Lower Income Boomers Especially Eco-Friendly
Central Marketing Region Claims Majority of Greens
Figure 2-4
Selected High-Indexing Demographic Traits of Boomers Who Are “Smart Greens,” 2007 (U.S. adults age 45-64)
Green Concerns Align with Growing Emphasis on Social Causes, Self-Actualization
Mature-Centric Trends Will Foster Youthful Lifestyles
Table 2-1: Demographic Composition of Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-2: Demographic Composition of White (Non-Hispanic) Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-3: Demographic Composition of Hispanic Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-4: Demographic Composition of African-American Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-5: Demographic Composition of Self-Employed Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-6: Demographic Composition of Female Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-7: Demographic Composition of Male Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-8: Demographic Composition of Older Cohort Baby Boomers, 2007 (percent, number and index of U.S. adults age 55-64)
Table 2-9: Demographic Composition of Younger Cohort Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-54)
Table 2-10: Demographic Composition of Baby Boomers With Kids at Home, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-11: Demographic Composition of Baby Boomers Without Kids at Home, 2007 (percent, number and index of U.S. adults age 45-64)
Table 2-12: Demographic Overview of “Smart Green” Baby Boomers, 2007 (percent, number and index of U.S. adults age 45-64)

Chapter 3: Health and Anti-Aging

Healthy, Active Self-Image Keeps Boomers in the Game
Concepts of Youth, Health, Nature Intrinsic to Anti-Aging Trend
Technology, Positioning Take Sting Out of Age-Related Complaints
Many Boomers Feel Better Now Than in Their 20s, Despite Stress
Tension Mounts Between Healthy Habits, Chronic Ailments
Strong Focus on Nutrition, Exercise
Figure 3-1: Indices for Selected Boomer Traits Favoring Strong Agreement with Statement: “I Make Sure I Exercise Regularly,” 2007 (U.S. adults age 45-64)
Stress, Overwork Undermine Vibrant Boomer Profile
Cosmetic Surgery Boosts Self-Esteem, Reveals More Authentic Self
Liposuction, Augmentations Lure Women and, Increasingly, Men
Multiple Procedures Save Time, Help Boomers Compete
Scalpel-Free Procedures Booming
Surgical Facelifts Sometimes Perceived as Risky, Unnatural
Injectable Wrinkle Smoothers, Skin Plumpers a Booming Market, Despite Price
Injections of Human Growth Hormone Stave off Middle-Age Spread
What Price Youth?: Motivation to Spend Divides Along Gender Lines
Figure 3-2: Percentage Who Agree with Statement, “I’ll Spend What I Have To, To Look Younger”: Adults Overall vs. Boomers and Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
Injectable Fillers Steadily Accepted as Routine Beauty Maintenance
Drugs, Therapies Combat Chronic Complaints
Older Boomers Especially Prone to Hypertension, Diabetes, Arthritis
Boomers Expect to Be Cured: Many Research Own Treatments
High Cholesterol: Health Crisis or Marketing Bonanza?
Pfizer Engages Jarvik to Sponsor Sweeping Lipitor Campaign
Overstated Qualifications Hurt Pfizer’s Credibility
Diabetes Drugs Especially Likely for Older Boomers
Drugs for Hypertension, Heart Failure, Chronic Pain
Boomer Segment Proclaims Peak Condition, Youthful Vigor
Self-Perception vs. Scientific Findings: Somebody’s Fudging
Wider Studies Confirm Boomers Are Often Too Fat, Out of Shape
Denial Looms Large in Approach to “Healthy” Eating, Weight
Older Boomers, Women Work Toward Well-Balanced Diets
Nutrition, Healthy Ingredients High On the Shopping List
Boomer Women Scrutinize Labels, Discuss Nutrition
Boomer Women Highly Aware of Calories, Diets, Exercise Needs
CDC Shows Overweight, Obesity Rampant Among Female Boomers
Too Much of a Good Thing
On the Upside, Boomers are Paying Attention to Diets
Figure 3-3: Percentage Who Agree with Statement, “I Am Currently Controlling My Diet”: Adults Overall vs. Boomers and Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
Figure 3-4: Percentage Who Agree with Statement, “I Am Currently Dieting”: Adults Overall vs. Boomers and Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
Exercise Remains Popular Antidote to Growing Old
Procter & Gamble Survey Says Many Boomers More Fit Than in Their 20s
Anti-Aging Marketing Requires Optimistic Language, Segmentation
“Natural” Approaches, Ingredients Popular Across Channels
Less Invasive Facial Aesthetics Reveal Natural, Radiant Features
Fresh, Natural Foods Offer Ageless Health and Beauty
Vitamins and Supplements Boost Nature’s Anti-Aging Properties
Figure 3-5: Percentage Who Have Taken Non-Prescription Nutritional Supplements in the Last 12 Months: Adults Overall vs. Boomers and Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
Functional Foods Defend Against Age-Related Disease
Refrigerated Functional Mini-Drinks: Low-Calorie Cholesterol Busters
Unilever Tippy-toes Around Health Claims, Encourages Healthy Lifestyle
Souped-Up Cereals Promote “Smart,” Heart Healthy Whole Grains
Web-Supplemented Campaign Shows Benefits of Smart Eating, Exercise
Nutricosmetics: Youth-Enhancing Substances That Sound Good Enough to Eat
Table 3-1: Attitudes Related to Health and Diet: Adults Overall vs. Boomers, 2007 (percent and index of U.S. adults)
Table 3-2: Attitudes Related to Health and Diet: Female vs. Male Boomers, 2007 (percent and index of U.S. adults)
Table 3-3: Attitudes Related to Health and Diet: Older vs. Younger Boomers, 2007 (percent and index of U.S. adults)
Table 3-4: Boomer Traits Favoring Agreement with Statement: I Make Sure I Exercise Regularly, 2007 (percent and index of U.S. adults age 45-64)
Table 3-5: Boomer Traits Favoring Agreement with Statement: I’ll Spend What I Have To, To Look Younger, 2007 (percent and index of U.S. adults age 45-64)
Table 3-6: Health Ailments in Last 12 Months: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-64)
Table 3-7: Patterns in Seeking Medical and Health Information: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults)
Table 3-8: Attitudes Related to Health and Healthcare: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults)
Table 3-9: Use of Selected Prescription Drugs in the Last 12 Months: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-64)
Table 3-10: Reasons for Controlling Diet: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-64)
Table 3-11: Participation in Selected Sports Over Last 12 Months: Boomers Overall and Older vs. Younger Boomers, 2007 (U.S. adults) (percent and index of U.S. adults age 45-64)
Table 3-12: Selected Non-Prescription Nutritional Supplements Taken in Last 12 Months: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-64)

Chapter 4: Boomers at Home

Family, Finances, Career Guide Domestic Arrangements
Current Income Supports Most Housing Requirements
Future Cash Crunch May Cramp Spending, But Not Style
Leading Edge Boomers Will Drive Housing Trends
Downsizing, Convenience, Change of Scenery Motivate Relocation
Adaptation to Changing Physical, Family Circumstances Part of Aging in Place
General Attitudes About Home Life Mirror Overall Population’s
Segmentation Key to Interpreting Specific Home Preferences
Younger and Older Boomers Prefer Quiet Evening at Home
Older Boomers Turn Up Noses at Fast Food, Prefer Mealtime Togetherness
Empty-Nester Homes Reflect Personalities; Single Boomers Not So Much
With Kids At Home, Married Boomers Foreground Kitchen; Not So, Singles
Boomers Anticipate Greater Practicality in Later Years
Simpler Tastes Doesn’t Mean “Hippie”
The “Future” Is Here: Practical Luxury Already a Boomer Trend
Empty Nesters Downsize: Reorganize Homes, Values
With Kids Gone, Romance and Freedom Enliven Home Life
What Empty-Nest Syndrome?
Sinks, Countertops Rank High in Empty-Nest Kitchen Purchases
Figure 4-1: Kitchen Remodeling Within Last 12 Months: Selected High-Index Boomer Cohorts, 2007 (U.S. adults age 45-64)
Bathroom Re-Do Popular for Empty Nesters, Marrieds with Children
Desire for Mobility, Independence Guide Kitchen, Bath Renovations
Figure 4-2: Indexed Boomer Traits Favoring Agreement with Statement: “I’m Looking For New Ways to Improve My Home,” 2007 (U.S. adults age 45-64)
Universal Design Promotes Security, Accessibility
Elder-Friendly Amenities Foreground Sleek, Luxurious Efficiency
In-Home Tech, Electronics Preferences Reflect Family Priorities
Boomers Love TV, HD, Wide Screens
Empty Nesters Will Splurge on Fancy Set-Ups
Figure 4-3: Likelihood to Spend $3,000 or More on Household Television Sets: By Selected Boomer Segments, 2007 (U.S. adults age 45-64)
TV Technology Gap Between Boomers and Millennials
DVRs Are Fine, But Boomers Just Want to Watch the Show
Even at Home, Boomers See Computers as Tools, Not Toys
Most Boomer Households Own Computer
Empty-Nest, Older Segments Favor Online Financial Management
With Kids at Home, Education, Graphics, Entertainment Drive Computer Use
E-Nurturing Frees Up Time for Empty-Nest Moms
Empty-Nest Dads Often Gobsmacked by New Household Dynamics
Boomerang Effect Re-Mixes Generations
Return of Adult Children a Common Pattern
Financial Woes, Filial Affection Can Make for Happy Home Life
Career, Family Disasters Can Force Even Boomers Back Home
Adult Kids and Grandchildren? Boomerang, Once Removed
Childcare Can Add Additional Burden for Boomer Grandparents
Elder Care Also Enters Equation
Boomer Home Caregivers Number in Millions
Home Care for Dementia, Alzheimer’s Presents Daunting Task
Decline in Elderly Parents Adds Stress, Anxiety, Fear
Boomers Want to Keep Parents Out of Nursing Homes
Fear for Their Own Mental Health May Spur Boomer Planning
Financial Generosity May Imperil Boomers’ Ability to Age in Place
“Pivot Spenders” Finance Adult Children, Parents
Disconnect Between Financial Help and Future Housing Realities
Even Savings-Obsessed Japanese Dread Housing Crisis in Old Age
Canadian Boomers Sandwiched Too
Canadian Boomers Delay Plans for Long-Term Care for Selves, Elders
Aging in Place Means Aging Smart
New Urbanism, Live-Work Balance Allows for Efficiency and Fun
Crosswinds Communities Build Live-Work Residences
Condominiums Offer Low Maintenance, High Energy
Not Your Parents’ Retirement Community
“Gayby” Boomer Communities Offer Acceptance, Allow Honesty
Shea Homes’ Victoria Gardens: “Certified Green” for The 55-Plus
Recycling Patterns Suggest Boomers Will Snap Up Green Building
Figure 4-4: High-Index Boomer Traits Favoring Agreement with Statement: “People Have a Duty to Recycle,” 2007 (U.S. adults)
Green: It’s Responsible and Chic
Green Retirement Niche Appeals to Blooming Social Values
Table 4-1: Attitudes Related to Home Life: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
Table 4-2: Attitudes Related to Home Life: Indices for Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
Table 4-3: Attitudes Related to Home Life: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
Table 4-4: Home Improvement and Household Purchasing Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
Table 4-5: Home Improvement and Household Purchasing Patterns: Indices for Older vs. Younger Boomers, 2007 (U.S. adults)
Table 4-6: Indoor Home Improvement Patterns: Indices for Older vs. Younger Boomers, 2007 (U.S. adults)
Table 4-7: Home Improvement and Household Purchasing Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
Table 4-8: Home Improvement and Household Purchasing Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
Table 4-9: Selected Boomer Traits Favoring Agreement with Statement: “I’m Looking For New Ways to Improve My Home,” 2007 (percent and index of U.S. adults age 45-64)
Table 4-10: Attitudes Related to Home Media: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
Table 4-11: Attitudes Related to Home Media: Indices for Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
Table 4-12: Attitudes Related to Home Media: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
Table 4-13: Television Purchase and Use Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
Table 4-14: Television Purchase and Use Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
Table 4-15: Home Computer Purchase and Use Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
Table 4-16: Home Computer Purchase and Use Patterns: Indices for Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
Table 4-17: Home Computer Purchase and Use Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
Table 4-18: Household Computer Use Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults)
Table 4-19: Household Computer Use Patterns: Indices for Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
Table 4-20: Household Computer Use: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
Table 4-21: Demographic Composition: Boomer Grandparents, 2007 (percent, number and index of U.S. grandparents age 45-64)
Table 4-22: Selected Household Attitudes and Characteristics: Boomer Grandparents, 2007 (percent, number and index of U.S. grandparents age 45-64)
Table 4-23: Boomer Segments Taking Care of Someone with an Ailment, 2007 (percent, number and index of U.S. adults age 45-64)
Table 4-24: Caregiver Indices for Selected Ailments or Diseases: Female, Male, Older, Younger Boomers, 2007 (U.S. adults age 45-64)
Table 4-25: High-Indexing Demographic Traits for Boomers Who Are Taking Care of Someone With an Ailment, 2007 (percent, number and index of U.S. adults age 45-64)
Table 4-26: Boomer Segments Taking Care of Someone With Alzheimer’s Disease, 2007 (percent, number and index of U.S. adults age 45-64)
Table 4-27: Boomer Traits Favoring Agreement with Statement: “People Have a Duty to Recycle,” 2007 (percent and index of U.S. adults)
Table 4-28: Household Recycling Patterns: Adults Overall vs. Boomers Overall, 2007 (percent and index of U.S. adults age 45-64)
Table 4-29: Household Recycling Patterns: Indices for Boomer Cohorts by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)

Chapter 5: Boomers at Work

Social Security a Mixed Blessing for Potential Retirees
Longer Working Life No Surprise, Especially for Younger Segment
Figure 5-1: Boomers as Full-Time Workers: Percentages for Boomers Overall vs. Selected Cohorts, 2007 (U.S. adults age 45-64)
Widespread Skepticism RE Social Security’s Staying Power
Applying Early: The Leading Edge Hedge
Financial Needs and Fulfillment Keep Boomers on the Job
Employee Health Benefits Add Incentive to Keep Working
Squeezes in Government Pension, Healthcare Plans Extend Boomer Working Lives Internationally
Employers Fear Boomer “Brain Drain”
Sense of Purpose, Belonging Continues to Motivate
Australians, Canadians Value Active Minds, Personal Freedom
Career, Contribution Valued: It’s Not Just a Job
Financial Wealth Emblematic, But Just Part of Boomer Work Ethic
Highest Earners Foreground Control, Dedication to Career
Figure 5-2: Indices by Selected Boomer Traits for Agreement with Statement: “I Look at the Work I Do as a Career, Not Just a Job,” 2007 (U.S. employed adults age 45-64)
Earners Below $100K Less Control Oriented; Value Family Time
For Boomers, Income Correlates with Career Commitment
Figure 5-3: Indices by Selected Boomer Traits for Agreement with Statement: “I Am a Workaholic,” 2007 (U.S. employed adults age 45-64)
But “Success” Not Measured In Dollar Signs Alone
Figure 5-4: Indices by Selected Boomer Traits for Agreement with Statement: “Money is the Best Measure of Success,” 2007 (U.S. employed adults age 45-64)
Workplace Generation Gap Challenges Boomer Patience
Experienced Boomers Annoyed by Gen-Y Newbies
Four Generations Now Butt Heads in Workplace
Employers Look for Ways to Ease Intergenerational Friction
Formative Years Key to Understanding Work Attitudes
Technology: Another Intergenerational Flashpoint
Boomers See Cell Phones as Tools, Not Toys
Figure 5-5: Boomer Use of Cell Phones for Personal or Business Purposes, 2007 (percent of U.S. employed adults age 45-64)
Trends in Internet Usage at Work Imply Better Boomer Boundaries
In Office Interaction, Boomers Prefer the Human Touch
Common Goals Lurk Behind Differing Work Styles
Boomer Loyalty Contrasts with Younger Workers’ Get-Up-and-Go Tendencies
With Upcoming Desire for Flexibility, Boomers May Take Hint from Younger Workers
Telecommuting Combines Comfort of Home with Comfort of Paycheck
Most Will Stay in Current Job Until Retirement, But Dreams of New Enterprises Beckon
Figure 5-6: Boomer Indices for Selected Work Life Milestones in Last 12 Months, 2007 (percent of U.S. employed adults age 45-64)
Boomers Fear Layoffs, Forced Retirement
Loss of Job Can Mean Underfunded Future
Self-Employment a Viable Option
Male Boomerpreneurs Outnumber Females, But Gap Closing
Severance Pay Can Finance New Venture
Franchises Offer Independence and Structure
Bright Star Healthcare Combines Compassion with Standardized Operations
Home-Based Businesses Supplement or Replace 9-to-5 Gigs
Web-Based Retail: Low on Politics, High on Casual Dress
Multi-Level Marketing Offers Pre-Designed Program, Manageable Growth
Gradual Transition to Self-Employment an Increasing Trend
Especially for Boomer Women, Second-Career Planning is Key
Boomer Coaches Especially Attuned to Cohort’s Needs
Volunteering Can Provide Meaningful Work—Even Without the Pay
Even in Volunteering Boomers Ask “What’s In It For Me?”
Boomers Want Convenience, Fun, Transformative Experiences
Stamp Licking a Bore: Engage My Strategic and Administrative Skills
Online Volunteering Answers Need for Convenience, Recognition
Even the Brits Have Trouble Recruiting Boomer Volunteers
Speed Dating to the Rescue!
Boomers Still Prove an Elusive Target
Volunteerism Can Lead Boomers to New, Paying Positions
Table 5-1: Boomers as Workers: Percentages for Boomers Overall vs. Selected Cohorts, 2007 (U.S. adults age 45-64)
Table 5-2: Boomers as Workers: Total Numbers for Boomers Overall vs. Selected Cohorts, 2007 (U.S. employed adults age 45-64)
Table 5-3: Boomers as Workers: Indices for Selected Cohorts in Relation to Boomer Norms, 2007 (U.S. employed adults age 45-64)
Table 5-4: Attitudes Related to Work Life: Employed Adults Overall vs. Employed Boomers, 2007 (percent and index of U.S. employed adults)
Table 5-5: Attitudes Related to Work Life: Indices for Younger vs. Older Employed Boomers, 2007 (U.S. employed adults age 45-64)
Table 5-6: Attitudes Related to Work Life: Indices for Male vs. Female Employed Boomers, 2007 (U.S. employed adults age 45-64)
Table 5-7: Attitudes Related to Work Life: Indices for Employed Boomers by Work Situation, 2007 (U.S. employed adults age 45-64)
Table 5-8: Attitudes Related to Work Life: Indices for Employed Boomers by Individual Employment Income Level, 2007 (U.S. employed adults age 45-64)
Table 5-9: Attitudes Related to Work Life: Indices for Employed Boomers by Marital Status and Presence of Children in Household, 2007 (U.S. employed adults age 45-64)
Table 5-10: Attitudes Related to Work Life: Indices for Employed Boomers by Race/Ethnicity, 2007 (U.S. employed adults age 45-64)
Table 5-11: Work Life Patterns: Percentages of Adults Overall vs. Adults 18-44 and Boomer Adults 45-64, 2007 (U.S. employed adults)
Table 5-12: Work Life Patterns: Total Numbers for Adults Overall vs. Adults 18-44 and Boomer Adults 45-64, 2007 (U.S. employed adults)
Table 5-13: Work Life Patterns: Indices for Adults 18-44 vs. Boomer Adults 45-64, 2007 (U.S. employed adults)

Chapter 6: Boomers on the Road

Boomers Defy Convention in Vehicles and Vacations
Attachment to Automobiles Unlikely to Wane
SUVs, Trucks Still Popular Despite Gas Prices
Ability to Handle Rough Terrain Valued
SUVs Associated with Active Lifestyles
Figure 6-1: Indices by Selected Boomer Traits for Agreement with Statement: “An SUV Matches My Active Lifestyle,” 2007 (U.S. adults age 45-64)
SUVs, Trucks May Need Image Makeover to Hold Boomer Hearts
Female Boomers Stress Safety; Males Big on What’s Under the Hood
But Flashy Ride Not as Important as Getting to Destination
Resurgence of Muscle Cars Fueled by Youthful Yearnings
Internet Makes Parts, Restoration, Advice Widely Accessible
Muscle Car Auctions a Growing Trend
Vintage Perfection Can Outprice Even New Versions of Classic Cars
Forget Midlife Crisis: Fast Rides Signify New Youth, Not Lost Youth
Muscle Motorcycles Promise “Bad Boy” Speed, Adrenaline
New or Vintage, Motorcycles Feed Taste for Open Road
Median Age of Motorcycle Owners Rises Steadily, to Over-40
Figure 6-2: Indices for Selected Boomer Traits Favoring Motorcycling “Every Chance I Get,” 2007 (U.S. adults age 45-64)
Injuries May Accompany Boomer Motorcycle Ownership
“Idealism Gene” Opens Minds, Pocketbooks to Green Options
Automotive Pollution Worries Increase with Age Bracket
Similar Worries by Gender, Marital Status, Income
Education, Politics, Region Are Clearest Indicators of Green Attitudes
Figure 6-3: Indices for Selected Boomer Traits Favoring Agreement with Statement: “I Worry About Pollution Caused by Cars,” 2007 (U.S. adults age 45-64)
Hybrid Owners Skew Wealthy, Democratic, Educated, Active
Earth-Friendly Doesn’t Have to Be Drab
Toyota Prius Sparks Boomer Love Affair
Trucks, SUVs Step Up to Hybrid Plate
Natural Gas, Diesel Power Make Green Inroads
Mercedes-Benz Diesel Combines Fuel Efficiency and Luxury
Boomers Save Energy with Conventional Gas Power Too with Mini Cooper, Honda Element, Et Al
Honda Element Offers Low Maintenance, High Storage, Great Mileage
Boomers Seek Meaningful Experiences in Vacation Travel
Life Stage Influences Travel Choices
RVs Attract Young Boomers with Kids
Travel Tends to Increase Post-Retirement
Creature Comforts Key Even When Roughing It
Boomers Spend More Than Other Age Groups on Leisure Travel
Domestic Travel Common Across Boomer Cohort
Majority Prefer Domestic to Foreign Travel
Hispanics, Younger Boomers More Open to Foreign Adventures
Internet Research Facilitates Customized Travel
Figure 6-4: Indices by Selected Boomer Traits for Agreement with Statement: “I Like Vacations Where Activities Are Organized for Me,” 2007 (U.S. adults age 45-64)
Diverse Interests United by Desire for Experiential Travel
Sports, Exercise Getaways Spell Big Fun for Outdoorsy Types
Figure 6-5: Boomer Percentage of Total Enthusiasts Who Participate “Every Chance Possible” in Selected Sports, 2007 (U.S. adults age 45-64)
Parents, Kids Share Hiking, Biking, Sports Adventures
Backroads Vacations Stress Fun, Bonding
Luxury Family Adventures Play Up Culture, Exercise, Education
Ecotourism Offers Sustainable Travel and Volunteer Options
Boomers Big on Voluntourism, As Long As Beds Are Comfy
Tour Companies Must Stand Behind Green Credentials
From Cruises to Sports Vacations, Single Boomers Mixing It Up
Hooking Up Part of the Appeal as Well
Girlfriend Getaways a Major Trend for Over-45 Cohort
Shopping, Theater Packages Attract Gal-Pal Travelers
“Mancations” Let Guys Be Guys
Travel Helps College Buddies Extend Their Yesterdays
Fairmont Mancations Offer Packages from Spa Treatments to Race Car Trials
Table 6-1: Vehicle Ownership and Acquisition: Percentages by Adult Age Bracket, 2007 (U.S. adults)
Table 6-2: Type and Make of Most Recent Vehicle Acquired: Percentages by Adult Age Bracket, 2007 (U.S. adults)
Table 6-3: Personal Vehicle Features and Spending Patterns: Percentages by Adult Age Bracket, 2007 (U.S. adults)
Table 6-4: Attitudes Related to Travel and Transportation: Indices by Adult Age Bracket, 2007 (U.S. adults)
Table 6-5: Attitudes Related to Travel and Transportation: Indices for Female vs. Male Boomers, 2007 (U.S. adults age 45-64)
Table 6-6: Attitudes Related to Travel and Transportation: Boomer Indices by Household Income Level, 2007 (U.S. adults age 45-64)
Table 6-7: Attitudes Related to Travel and Transportation: Boomer Indices by Marital Status and Presence of Children in Household, 2007 (U.S. adults age 45-64)
Table 6-8: Attitudes Related to Travel and Transportation: Boomer Indices by Race/Ethnicity, 2007 (U.S. adults age 45-64)
Table 6-9: Participation in Selected Sports “Every Chance I Get”: Boomers Overall and Older vs. Younger Boomers, 2007 (percent and index of U.S. adults age 45-54)
Table 6-10: High-Index Boomer Traits for Motorcycling “Every Chance I Get,” 2007 (percent and index of U.S. adults age 45-64)
Table 6-11: High-Index Boomer Traits for Agreement with Statement: “I Worry About Pollution Caused by Cars,” 2007 (percent and index of U.S. adults age 45-64)
Table 6-12: Domestic Travel Patterns: Percentages by Adult Age Bracket, 2007 (U.S. adults)
Table 6-13: Foreign Travel Patterns: Percentages by Adult Age Bracket, 2007 (U.S. adults)
Table 6-14: Selected Travel-Related Habits: Percentages by Adult Age Bracket, 2007 (U.S. adults)

Generation X in the U.S.

Chapter 1: Executive Summary

Scope and Methodology
- Scope of Report
- Report Methodology
Demographics
- Gen X by the Age Span
- Gen X by the Numbers: A Diverse Cohort
- Figure 1-1: Share of Generation X Population by Race/Ethnicity, 2005 (U.S. adults age 25-39)
- Gen X Values Relationships, Family Ties
- Gen X Insists on Work-Life Balance
- Raising Children Occupies Lots of Creative Time
Gen X Lifestyles
- Alternative Enters Mainstream: Separating Today’s Xer from Yesterday’s Slacker
- Diverse Cohort Comprises Many Segments: Customer-centric Marketing Requires Keen Analysis
- The Internet: Not Just Part of a Gen X Lifestyle, It’s a Gen X Way of Life
Foods and Beverages
- Make it QUICK! Make it DELICIOUS! Make it ABOUT ME!
- Xers Up the Aesthetic Ante: Extra Points for Inventive Presentation
- Health Foods: A “Natural” Preference or a Medical Back-Up Plan?
Media and Technology
- Internet = Integral
- Internet Searches for Information, Products, Services Are Second Nature
- Many Gen Xers Say Internet Is Prime Source of Entertainment
- Online Job Searches Replace Antiquated Pavement Pounding
- Social Networking: Personal Media Gets Up Close and Virtual
Travel and Transportation
- Gen Xers Outpace Boomers in Per Capita Travel Spending
- A Passion for International Travel, Quick Booking, New Experiences
- As in Other Pursuits, Gen Xers Prize Variety of Experience
- Gen Xers in the Sky: Continental and Jet Blue Capture Market Share
- Boutique Hotels at Discount Rates: Another Gen X Passion
Personal Finance and Home Furnishing
- Gen Xers Expect to Fund Their Own Retirements
- Financial Vicissitudes Spread Xers Thin
- Education Loans Particularly Burdensome
- Gen X Favors Low-Cost Car Insurance, Progressive, Geico
- Gen X Likes AmEx: Blue and Corporate
- Figure 1-2: Usage Rates for American Express Blue and American Express Corporate Cards: Adults Overall, Generation X, and Baby Boomers, 2005 (percent)

Chapter 2: Demographics

A Moving Target
Gen X by the Age Span
Gen X Overlaps with Older, Younger Generations
Attempts to Pigeonhole Gen Xers Backfire
Gen X by the Numbers: A Diverse Cohort
Figure 2-1: Share of Generation X Population by Race/Ethnicity, 2005 (U.S. adults age 25-39)
Gen X by Geography: Regional Spreads
Gen X Values Relationships, Family Ties
Figure 2-2: Opinions About Family and Friends: Generation X vs. All U.S. Adults, 2005 (U.S. adults)
Slacker Stereotype Distinctly Outmoded
“Overeducated” Ain’t Necessarily So
Diversity of Gender, Ethnicity, Race Reflected in Educational Levels
Personal Interest Trumps Diplomas, Income
Job-Hopping Helps Gen Xers Pursue Their Personal Goals
Gen X Insists on Work-Life Balance
Figure 2-3: Opinions About Work and Career: Generation X vs. All U.S. Adults, 2005 (U.S. adults)
Raising Children Occupies Lots of Creative Time
Advice to Marketers: Know Your Gen Xer
Identify and Engage Numerous Gen X Segments
Collaborate with Xers Through Online & Mobile Programs
Keep It Real
Table 2-1: Overview of Generation X Demographics, 2005 (U.S. adults age 25-39)
Table 2-2: Overview of Generation X Demographics: Men, 2005 (U.S. adults age 25-39)
Table 2-3: Overview of Generation X Demographics: Women, 2005 (U.S. adults age 25-39)
Table 2-4: Overview of Generation X Demographics: Non-Hispanic Whites, 2005 (U.S. adults age 25-39)
Table 2-5: Overview of Generation X Demographics: Hispanic Americans, 2005 (U.S. adults age 25-39)
Table 2-6: Overview of Generation X Demographics: African Americans, 2005 (U.S. adults age 25-39)
Table 2-7: Selected General Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)

Chapter 3: Gen X Lifestyles

Alternative Enters Mainstream: Separating Today’s Xer from Yesterday’s Slacker
Blame It on the Boomers—They’re the Original Generation X
Diverse Cohort Comprises Many Segments: Customer-centric Marketing Requires Keen Analysis
The Internet: Not Just Part of a Gen X Lifestyle, It’s a Gen X Way of Life
Figure 3-1: “Use Internet To Help Plan Shopping Trips”: Generation X vs. All U.S. Adults, 2005 (U.S. adults)
Across Ethnicities, Gen Xers Use Internet to Research, Critique Products
Gen X Campaigns Should Personalize Their Approach
Staying Single Longer: Lifestyle Choice, or the Luck of the Draw?
Gen Xercise: Building Relationships Along with Muscle Tone
Figure 3-2: Selected High Gen X Indexes for Exercise-Related Behaviors and Opinions, 2005 (U.S. adults age 25-39)
Married or Single, Gen Xers Pursue Their Own Interests
“I’m Not a Princess. I Just Want What I Want.”
Off-Line Flirting: What a Concept!
For Xers, Being Single Is an Investment
Single Parents and Domestic Partners: Gen X Focus Remains on Quality Relationships
Single Moms Often Single by Choice
Gay and Lesbian Parents Join the Mainstream
Gen X Parents: With the Right Attitude, Even Drool Can Be Cool
Figure 3-3: “A Woman’s Place Is In The Home”: Generation X vs. Total U.S., Gen Y, and Boomers, 2005 (U.S. adults without children in the household)
Well-to-Do Xers Model Passion, Fashion for Their Kids
Parents of More Modest Means Demand the Best for Kids
Moms and Dads Connect the Dots Between Values, Shopping Strategies, and Creative Play
Title Nine Sportswear: Marketing to a Passion
Table 3-1: Selected Lifestyle Statements: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
Table 3-2: Selected Lifestyle Statements Among Women: Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adult women)
Table 3-3: Selected Lifestyle Statements Among Men: Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adult men)
Table 3-4: Selected Lifestyle Statements Among Non-Hispanic Whites: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adult non-Hispanic Whites)
Table 3-5: Selected Lifestyle Statements Among Hispanic Americans: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (Hispanic American adults)
Table 3-6: Selected Lifestyle Statements Among African Americans: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (African-American adults)
Table 3-7: Selected Lifestyle Statements Among Asian Americans: Adults Overall, Generation X, and Baby Boomers, 2005 (Asian- American adults)
Table 3-8: Selected Health-, and Exercise-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
Table 3-9: Selected Lifestyle Statements Among Single (Never Married) Adults: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. single adults)
Table 3-10¨ Selected Lifestyle Statements Among Adults Without Children: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults without children in the household)
Table 3-11: Selected Lifestyle Statements Among Adults With Children: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults with children in the household)

Chapter 4: Foods and Beverages

Make it QUICK! Make it DELICIOUS! Make it ABOUT ME!
Figure 4-1: High Gen X Indexes for Selected Diet-Related Behaviors and Opinions, 2005 (U.S. adults age 25-39)
Xers Up the Aesthetic Ante: Extra Points for Inventive Presentation
Health Foods: A “Natural” Preference or a Medical Back-Up Plan?
With Gen X, Everybody’s an Online Food Critic
From Organic Moms to Cuban Mojo, Websites and Blogs Emphasize Culture, Philosophy Around Foods
From Oysters to Asparagus: Website Emphasizes the Passionate Approach
On Meal Occasions, Gen X Wavers Between Adventurous and Jaded
Boomers vs. Gen X: Agendas Differ, But Both Value Convenience, Quality, Efficiency
No Time to Cook and Eat Healthy, Or No Inclination?
Figure 4-2: High Gen X Indexes for Agreement With Statement: I Don’t Have Time to Prepare/Eat Healthy Meals, 2005 (U.S. adults age 25-39)
Retail Rants: Should Marketers Worry When Bloggers Broadcast Unhappy Experiences?
Marketing Experts Recommend Monitoring Blogs
Other Experts Find Blogosphere Uninformative: Stress Point-of-Contact for Monitoring Consumer Needs
Online Grocery Shopping Gaining Ground with Gen X
Peapod Delivery Alleviates Urban Stress
FreshDirect Links New Recipes with Online Delivery
Princely Offerings at Pauper Prices: Gen X Expects Food and Beverage Options of Premium Quality, Low Expense
Chipotle Mexican Grill: Fast Casual Food with Integrity
Natural Products Spread the Health
Hip Ads Balance Honesty, Humor
Generation X: We Love Our Beverages
Figure 4-3: High Gen X Indexes for Agreement With Statement: I Like To Try New Drinks, 2005 (U.S. adults age 25-39)
Coffee Houses Promote Social Networking
Safe Haven for Parents, Kids, Sparking Singles
Weddings Play Up Fancy Drinks: Coffee Is Frothy, But Liquor Is Hipper
Mothers’ Little Helper: Gen X Moms Connect Over Cocktails
Gen X Kindles Its Passion for Wine
Wine Losing Elitist Taint as Selection Widens, Prices Drop
Eye-Catching Labels, Catchy Titles Increase Anti-Snob Appeal
Passion for Wine Inspires Gen X Marketers, Retailers, Growers
Experiential Marketing, Lifestyle Aspects Increase Wine’s Gen X Appeal
Wine Clubs Represent “Ultimate Marketing Machine”
Successful Campaigns Combine Honesty, Iconoclasm, “Underground” Appeal
Blatant Capitalism: We’re Just That Cool
M-5: Coke Jumps on the Global Brandwagon
Underground Appeal: Are You Cool Enough to Be in Our Loop?
Smirnoff’s “Tea Partay”: Viral Success or Half-Cocked Gambit?
Support Viral Campaigns with Solid, Accessible, Information
Table 4-1: Selected Diet-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
Table 4-2: Generation X Traits Favoring Agreement With Statement: Am Usually the First to Try New Health Foods, 2005 (U.S. adults age 25-39)
Table 4-3: Generation X Traits Favoring Being Vegetarian, 2005 (U.S. adults age 25-39)
Table 4-4: Generation X Traits Favoring Agreement With Statement: I Don’t Have Time to Prepare/Eat Healthy Meals, 2005 (U.S. adults age 25-39)
Table 4-5: Generation X Traits Favoring Agreement With Statement: Fast Food Fits My Busy Lifestyle, 2005 (U.S. adults age 25-39)
Table 4-6: Generation X Traits Favoring Agreement With Statement: I Like to Try New Drinks, 2005 (U.S. adults age 25-39)

Chapter 5: Media and Technology

Internet = Integral
Internet Searches for Information, Products, Services Are Second Nature
Many Gen Xers Say Internet Is Prime Source of Entertainment
Figure 5-1: High Gen X Indexes for Agreement With Statement: The Internet Is the Prime Source of My Entertainment, 2005 (U.S. adults age 25-39)
Xers Seek to Balance Work and Free Time
Online Job Searches Replace Antiquated Pavement Pounding
Formula for Online Job Search: Advanced Reading Skills + School Loans Coming Due
Social Networking: Personal Media Gets Up Close and Virtual
Figure 5-2: High Gen X Indexes for Agreement With Statement: The Internet Is a New Way I Socialize and Meet Others, 2005 (U.S. adults age 25-39)
Successful Sites Collaborate with Users
Personal Networking Sites Balk at Brand Advertising
Creating Buzz Via Consumer Generated Media
Chevrolet Does CGM Right This Time
Chevy Contest Features Tight Focus, Trust
Exploiting CGM Honestly: Paradox or Contradition?
For Gen Xers, Email Advertising Offers Opt-In, Personalized Service
Openness to Email Advertising Increases with Household Income
Gen X Prefers Messages Tailored to the Household Level
Don’t Underestimate the Power of Paper
Snail Mail Still Holds Gen X Interest
Digital Cameras, Images, Software Offer Versatility in Preserving Memories
Gen X Women, Moms Drive Digital Photo Market
For Printing Photos, Gen X Moms Like Online, Kiosk, and Camera Shop Capabilities
Magazines with Real Pages Still Capture Gen X Imagination
Gen X Men: Girls, Booze, Cars All Play Well in Men’s Magazines
Gen X Moms: Parenting Magazines Build Confidence
Electronics Capture Gen X Attention, Dollars
Downloadable Music Enhances the Gen Xperience
Figure 5-3: High Gen X Indexes for Ownership of Portable Digital Music MP3 Player, 2005 (U.S. adults age 25-39)
Intergenerational Musical Tastes Strengthen “Holistic” Branding Experience
Cell Phone, MP3 Technologies Converge with Cable, Video, Internet
Verizon Chocolate and Bud.tv: The Ultimate in Multi-Functionality (At Least for Now)
Table 5-1: Selected Technology, Media, and Entertainment Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
Table 5-2: Generation X Traits Favoring Agreement With Statement: The Internet Is the Prime Source of My Entertainment, 2005 (U.S. adults age 25-39)
Table 5-3: Generation X Traits Favoring Online Employment Search in Last 30 Days, 2005 (U.S. adults age 25-39)
Table 5-4: Generation X Traits Favoring Agreement With Statement: The Internet Is a New Way I Socialize and Meet Others, 2005 (U.S. adults age 25-39)
Table 5-5: Generation X Traits Favoring Agreement With Statement: Like to Hear About Products and Services by Email, 2005 (U.S. adults age 25-39)
Table 5-6: Generation X Traits Favoring Use of Online Digital Imaging/Photo Album Software in Last 30 Days, 2005 (U.S. adult women age 25-39)
Table 5-7: Generation X Traits Favoring Reading of Men’s Magazines, 2005 (U.S. adult men age 25-39)
Table 5-8: Generation X Traits Favoring Reading of Child-Rearing/Parenthood Magazines, 2005 (U.S. adult women age 25-39)
Table 5-9: Generation X Traits Favoring Agreement With Statement: Will Pay Anything for Electronic Products I Want, 2005 (U.S. adult men age 25-39)
Table 5-10: Generation X Traits Favoring Ownership of Portable Digital Music MP3 Player, 2005 (U.S. adults age 25-39)
Table 5-11: Generation X Traits Favoring Use of Cellular/Wireless Phone Service with Text Messaging, 2005 (U.S. adults age 25-39)

Chapter 6: Travel and Transportation

Gen Xers Outpace Boomers in Per Capita Travel Spending
A Passion for International Travel, Quick Booking, New Experiences
Education, Life Changes Fuel Desire to Travel Abroad
Figure 6-1: Selected High Gen X Indexes for Agreement With Statement: I Love The Idea of Traveling Abroad, 2005 (U.S. adults age 25-39)
As in Other Pursuits, Gen Xers Prize Variety of Experience
Gen Xperience: The Quest for Authenticity
Adventure Travel Suits Casual, Community-Oriented Spirit
Sustainable Tourism, Ecotourism Help Preserve Natural Habitats
Gen Xers’ Adventurous Spirit Keeps Them Open to New Companies
Internet Booking Key to Gen X Travel Market
For Gen Xers, Especially Asian Americans, Variety Is the Spice of Travel
Tribe Wanted: A Time Share as Out There as You Want to Be
Vorovoro: Where an Online Community Meets a Real Life Tribe
Tribe Wanted Stresses Environmental Conservation, Social Diversity, Fun
Tribal Financing: Media, Savvy Promotions Lend Sustainable Support
Gen Xers in the Sky: Continental and Jet Blue Capture Market Share
Continental’s International Menu Piques Gen X Travel Appetite
Domestic Destinations: Gen Xers Taking Over as Major Business Travelers
Figure 6-2: Selected High Gen X Indexes for Having Taken a Business-Only Trip in Last Twelve Months, 2005 (U.S. adults age 25-39)
Jet Blue Caters to Gen X Style, Budget
Boutique Hotels at Discount Rates: Another Gen X Passion
Hotel Indigo: Playful, Casual, and Totally WiFi
Holiday Inn Select: Gen Xers Dig Sports Bars, Workout Facilities
Starwood Aloft: A Loft, With Maid Service
Hyatt Place: Going for the Gen X Business Traveler
Automotive Xperiences: Gen Xers Favor Sleek Design, Foreign Cachet, and Affordable Price
Foreign Wheels Score High in Gen X Perceptions of Quality, Performance
Figure 6-3: Selected High Gen X Indexes for Agreement With Statement: Foreign Cars Are Higher Quality Than American, 2005 (U.S. adults age 25-39)
Nifty, Reliable, Sporty Volkswagon Scores High with Gen Xers
Zoom-Zoom: Mazda Counts Gen Xers Among Its Fans
Mazda Emphasizes Environmental Responsibility and Style
Gen Xers Opt for American Quality, Affordability, Too
SUVs Fit Gen X Needs for Reliability, Storage, Active Lifestyles
SUV Enthusiasts Mostly Parents, Home Owners
Table 6-1: Selected Travel-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
Table 6-2: Generation X Traits Favoring Agreement With Statement: I Love the Idea of Traveling Abroad 2005 (U.S. adults age 25-39)
Table 6-3: Generation X Traits Favoring Agreement With Statement: Am Willing to Make Travel Plans With Unknown Company, 2005 (U.S. adults age 25-39)
Table 6-4: Generation X Traits Favoring Agreement With Statement: I Like to Vacation Somewhere Different Every Time, 2005 (U.S. adults age 25-39)
Table 6-5: Generation X Traits Favoring Taking a Business-Only Trip in Last Twelve Months, 2005 (U.S. adults age 25-39)
Table 6-6: Selected Transportation-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
Table 6-7: Generation X Traits Favoring Agreement With Statement: Foreign Cars Are More Prestigious Than American, 2005 (U.S. adults age 25-39)
Table 6-8: Generation X Traits Favoring Agreement With Statement: Foreign Cars Are Higher Quality Than American, 2005 (U.S. adults age 25-39)
Table 6-9: Generation X Traits Favoring Ownership of Compact Foreign Car, 2005 (U.S. adults age 25-39)
Table 6-10: Generation X Traits Favoring Ownership of Compact Domestic Car, 2005 (U.S. adults age 25-39)
Table 6-11: Generation X Traits Favoring Agreement With Statement: An SUV Matches My Active Lifestyle, 2005 (U.S. adults age 25-39)

Chapter 7: Personal Finance and Home Furnishing

Gen Xers Expect to Fund Their Own Retirements
Financial Vicissitudes Spread Xers Thin
Education Loans Particularly Burdensome
Professional Salaries Offset by Hefty Monthly Payments
Children’s Educations Weigh Heavily on Xers’ Minds, Lighten Xers’ Wallets
529 College Savings Plan: A Tax-Free, Long-Term Solution
Other Personal Loans, Car Financing Stretch Gen X Coffers
Figure 7-1: Selected High Gen X Indexes for Holding a New Car Loan, 2005 (U.S. adults age 25-39)
Gen X Favors Low-Cost Car Insurance, Progressive, Geico
U.S.A.A. and Mercury Car Insurance Draw Gen X Dollars
Lower Income, Non-College Grads Have Little Trouble Spending, Big Trouble Saving
401(k) Plans Offset Gen X Concerns for the Future
Debit and Credit Cards Trump Cash, Checks for Gen X Spenders
Quickness, Convenience Make Visa, MasterCard Debits Popular
Credit Purchases Blaze Into Under-$15 Realm
Contactless Credit Makes Big Splash: Gen Xers Ride the Wave
Gen X Likes AmEx: Blue and Corporate
Figure 7-2: Usage Rates for American Express Blue and American Express Corporate Cards: Adults Overall, Generation X, and Baby Boomers, 2005 (percent)
Visa Credit Card Sees Wide Use, Personalized Options
Home Sales Down, But Xers Driving Sales of New and Custom Builds
Gen X Driving Trend Toward Greater Space, More Amenities
Despite High Price Tags, Gen X Likes Stylish Amenities, Personalized Floorplans
Gen Xers Not Afraid to Pitch In, Rake Leaves, Blow Leaves, Mow Lawns
Figure 7-3: Selected High Gen X Indexes for Purchasing Selected Garden-Related Items, 2005 (U.S. adults age 25-39)
Power Lawn and Garden Equipment a Boon to Homeowners
Celebrate with Meat!: Gas Grills Enhance the Outdoor Experience
Varied Styles, Prices in Grills Suit Gen X Individuality
Moving Inside, Gen Xers Like High Style, Low Cost of Pottery Barn, Crate & Barrel
Ikea Whets Gen X Appetite for Hip, Euro-Inspired Surroundings
Ikea Store Openings Draw Elated Fans
Ikea Shoppers Mirror Many Gen X Traits
Table 7-1: Selected Finance-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
Table 7-2: Generation X Traits Favoring Holding of Educational Loans, 2005 (U.S. adults age 25-39)
Table 7-3: Generation X Traits Favoring Holding a New Car Loan, 2005 (U.S. adults age 25-39)
Table 7-4: Generation X Traits Favoring Agreement With Statement: I Tend to Spend Money Without Thinking, 2005 (U.S. adults age 25-39)
Table 7-5: Generation X Traits Favoring Agreement With Statement: I’m No Good at Saving Money, 2005 (U.S. adults age 25-39)
Table 7-6: Generation X Traits Favoring Investment in 401(k) Plan, 2005 (U.S. adults age 25-39)
Table 7-7: Generation X Traits Favoring Use of Clothing/Specialty Store Credit Card in Last 30 Days, 2005 (U.S. adults age 25-39)
Table 7-8: Generation X Traits Favoring Use of Visa Credit Card in Last 30 Days, 2005 (U.S. adults age 25-39)
Table 7-9: Selected Home-Related Behaviors and Opinions: Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
Table 7-10: Generation X Traits Favoring Purchase of Power Lawn & Garden Equipment in Last Twelve Months, 2005 (U.S. adults age 25-39)
Table 7-11: Generation X Traits Favoring Purchase of Outdoor Gas Grill in Last Twelve Months, 2005 (U.S. adults age 25-39)
Table 7-12: Generation X Traits Favoring Shopping at Ikea in Last Three Months, 2005 (U.S. adults age 25-39)

The Adults of Generation Y in the U.S.: Hitting the Demographic, Lifestyle and Marketing Mark

Chapter 1: Executive Summary

Scope and Methodology

Scope of Report

Report Methodology

Gen Y Cohorts

The Simmons Index System

BIGresearch Data

Market Overview

Shared Sensibilities, From Tykes to Twenty-Somethings

Market Focus: Gen Y Adults Age 18-29

Gen Y Adults Number Approximately 40 Million

Figure 1-1: Gen Y Adults by Age Cohort, 2007(percent and number of U.S. adults age 18-29)

Gen Y Population Spread Across Marketing Regions

Hispanics a Powerful, Growing Minority

Multiculturalism Inspires Liberal Leanings

Strong Belief in Money as a Measure of Success

Not All Gen Yers Are College Bound

Customized Options Help Define Personal Style

Finances

Inexperience, Debt Constitute Double Whammy

Bank Accounts, Savings Levels Below Adult Average

Personalized Financial Services Can Build Future Loyalty

Confidence in Nation’s Economy Plunges

Varying Parental Roles in Bill Payment Muddy Financial Waters

Most College Consumers Still Rely On Mom and Dad

College Consumers Spending at Record Levels

Gen Y Attitudes About Debt and Money

Media, Technology and Marketing

Gen Y Worldview Integrates Self, Technology, Marketing

Gen Y Use Technology, Media to Brand Themselves

Mobile, Internet, Video Enable Daily Life

Blogs, Social Networking, Video Sharing Pervade Online Activities

Gen Yers Also Big on Online Shopping, Auctions, Product Research

Nearly All Gen Y Adults Use Internet

Tech Marketing Requires Intimate Understanding of Gen Y Values

Video Offers Immediacy, Emotion, Interaction

Visual Media Gaining Over Print

Online Video Appeals Across Gen Y Segments

Most Marketers Still Leery of Gen Y Marketing Techniques

Eating In, Dining Out

Long-Term Health Issues a Distant Concern

On the Run Eating Enables Busy Lifestyles

Organic, Natural, Eco-Friendly Earn Points

Gourmet Tastes a Major Draw

Exercise, Revving Metabolisms Compensate for Indulgence

Dorm Living Can Pack On Pounds

Busy Lives Preclude Regular Home Cooking

Gas Prices Curtail Frequency of Dining Out

Even In Groceries: Make It Cool, Eco-Friendly, Multi-Culti, Authentic

Wellness, Work and Leisure

Wellness a Given Among Gen Yers

Today’s Experiences Trump Worry About Tomorrow

Strong Undercurrent Intent on Keeping Youthful Appearance

Wellness at Work: Nurturing the Whole Person

For Millennials, Work Is About Being Wooed

Extra Education Builds Self-Confidence, Skills

Recruiting Requires Authentic Investment in Gen Y Values

Regular Exercise Helps Offset Blasé Approach to Health Care

Shopping Patterns Favor Electronics, Apparel

Avid Gen Y Sports Enthusiasts Value Risk-Taking, Cool Stuff

Action Sports a Major Niche, But Authenticity Stakes High

Chapter 2: Market Overview

Introduction

Shared Sensibilities, From Tykes to Twenty-Somethings

Market Focus: Gen Y Adults Age 18-29

Market Segmentation: Two Age Cohorts, Four Educational/Job Training Cohorts

Millennial Generation Echoes Qualities of Generations Past

Demographics, Attitudes and Consumer Style

Gen Y Adults Number Approximately 40 Million

Figure 2-1: Gen Y Adults by Age Cohort, 2007 (percent and number of U.S. adults age 18-29)

Gen Y Population Spread Across Marketing Regions

Figure 2-2: Gen Y Adults by Marketing Region, 2007 (percent of U.S. adults age 18-29)

Ethnic Diversity Underlines Need for Marketing Segmentation

Hispanics a Powerful, Growing Minority

Figure 2-3: Racial/Ethnic Composition of Gen Y Adults, 2007 (percent and number [000] of adults age 18-29)

Multiculturalism Inspires Liberal Leanings

Table 2-1: “We Should Strive for Equality for All”: Selected Gen Y Adult Segments, 2007 (percent and index of U.S. adults age 18-29)

Young Adults May Form Next Political Powerhouse

Figure 2-4: Percentage of Americans Registered to Vote: Overall and by Generational Cohort, 2007 (U.S. adults)
Table 2-2: Political Party Affiliation by Percentage of Generational Cohort, 2007 (U.S. adults)

Gen Y Irreverence Heats Up 2008 Presidential Campaign

Low-Budget “Obama Girl” Video a Web-Wide Sensation

Team Players Echo Values of Greatest Generation

Strong Belief in Money as a Measure of Success

Table 2-3: “Money Is the Best Measure of Success”: Selected High Index Gen Y Segments, 2007 (number, percent and index of U.S. adults age 18-29)

Wealth and Fame Are Common Goals

Social Networking, Reality TV Promise Instant Celebrity

Desire to Shine Crosses Income, Educational Brackets

Table 2-4: “I Like to Stand Out in a Crowd”: Highest Index Gen Y Segments, 2007 (percent and index of U.S. adults age 18-29)

Customized Options Help Define Personal Style

Demographic Diversity Correlates with Cultural Openness

Table 2-5: Political Outlook Across Generational Cohorts, 2007 (percent of U.S. adults)

Interracial Dating? No Big Deal

Gay? Whatever

Respect for Customs and Beliefs a Given

Figure 2-5: “It’s Important to Respect Customs and Beliefs”: Gen Y Adults Overall and by Age Cohort, 2007 (percent and index of U.S. adults age 18-29)

Hispanics, Low Income Brackets Strongly Support Cultural Respect

Figure 2-6: “It’s Important to Respect Customs and Beliefs”: Highest Index Gen Y Segments, 2007 (percent and index of U.S. adults age 18-29)
Figure 2-7: “It’s Important to Respect Customs and Beliefs”: Lowest Index Gen Y Segments, 2007 (percent and index of U.S. adults age 18-29)

But “Respect” and “Customs” May Require Qualification

Not All Gen Yers Are College Bound

Table 2-6: Gen Y Adults by Educational/Job Training Cohort, 2007 (percent and number of U.S. adults age 18-29)

Younger Cohort Most Likely to Be Full- or Part-Time Students

Figure 2-8: Educational and Job Training Status: Gen Y Adults by Age Cohort, 2007 (number [000] of U.S. adults age 18-29)

Vocational and Technical Training Offers Quick Road to Skilled Work, Decent Pay

Vo-Tech Offers Affordable Substitute or Supplement to Pricey Four-Year College

Substantial Gen Y Segment Holds High School Diploma or Less

No College, No Vo-Tech Equates with Low Personal Income

Gen Y Hispanics Outpace Adult Average with No College, No Vo-Tech Training

Table 2-7: Indices for Educational/Job Training Status by Race/Ethnicity, 2007 (U.S. adults age 18-29)

Behaviors, Attitudes, Preferences Differ Between College, Non-College Consumers

Polarized Attitudes About Credibility of Advertising

Novelty, Variety Draw Non-College Consumers

Non-College Consumers Lay Down Extra Dollars for Green Products

Table 2-8: Strongly Held Shopping-Related Attitudes Among Gen Y Adults: No College/ No Vo-Tech Background/Employed Full-Time vs. College Grad or More, 2007 (index of U.S. adults age 18-29)

Gen Y Consumer Style Favors Authenticity, Participation, Instant Availability

Marketing Tips

1. Be Real

2. Market to Communities, But Emphasize Individuality

3. Create Relationships with Consumer Segments

4. Research Segments 24/7

5. Word of Mouth: Let Them Discover You

Table 2-9: Demographic Composition of Adults Age 18-29, 2007 (number, percent of total age 18-29 group, and index in relation to U.S. adults overall)
Table 2-10: Demographic Composition of Full- or Part-Time College Students Age 18-29, 2007 (number, percent of total cohort, and index in relation to U.S. adults overall)
Table 2-11: Demographic Composition of College Grads Age 18-29, 2007 (number, percent of total cohort, and index in relation to U.S. adults overall)
Table 2-12: Demographic Composition of 18- to 29-Year-Olds Who Attended Specialty/Vocational-Technical School, 2007 (number, percent of total cohort, and index in relation to U.S. adults overall)
Table 2-13: Demographic Composition of 18- to 29-Year-Olds Without College or Specialty/ Vo-Tech School Background, 2007 (number, percent of total cohort, and index in relation to U.S. adults overall)

Chapter 3: Finances

Inexperience, Debt Constitute Double Whammy

But Future Earning Potential Is in the Trillions

Bank Accounts, Savings Levels Below Adult Average

Figure 3-1: Types of Bank Accounts Among Gen Y Adults, 2008 (percent and index of U.S. adults age 18-29)

Generation Strives for Financial Success, Freedom

Personalized Financial Services Can Build Future Loyalty

Confidence in Nation’s Economy Plunges

Table 3-1: Percentage of Adults Age 18-28 Who Are Confident or Very Confident About the Short-Term Prospects for the Economy: By Month, December 2007-June 2008

Changing Situations, Tastes, Make Cohort Segmentation Tricky

Varying Parental Roles in Bill Payment Muddy Financial Waters

Figure 3-2: Percentage of Gen Y Adults Who Pay Their Bills Themselves: Overall and by Educational/Job Training Cohort, 2008 (U.S. adults age 18-29)

Most College Consumers Still Rely On Mom and Dad

Bill-Paying Methods Vary, But Online Transactions Gain

Table 3-2: Bill Payment Methods Among Gen Y Adults: Overall and by Educational/Job Training Cohort, 2008 (percent of U.S. adults age 18-29)

“Household,” Financial Lines Tend to Blur

Table 3-3: Selected Strongly Held Attitudes About Personal Finance Among Gen Y College Students, 2008 (percent and index of U.S. adults age 18-29)

College Consumers Spending at Record Levels

On-Campus Discretionary Spending Also on the Rise

Gen Y Attitudes About Debt and Money

“Careful with Money” Not Exactly a Cohort Credo

Figure 3-3: “I’m Careful with My Money”: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 18-29)

Consumer “Empowerment” More About Attitude Than Actual Cash

Some Hard-Up Co-Eds Opt for Local Food Bank

Gen Y Goals, Perceptions Should Guide Financial Marketing Efforts

Shaky Financial Position Curbs Spending

Table 3-4: Changes in Spending Habits Over Past 6 Months Among Adults Age 18-28: January 2008 vs. June 2008 (percent)
Table 3-5: Major Purchases Planned Within Next 6 Months: Adults Overall vs. Adults Age 18-28, June 2008 (percent of adults overall and percent and index of adults age 18-28)

Naïveté, Consumerism Push Debt Levels Up

Full-Time Workers Less Financially Confident Than College Students

Figure 3-4: “I Feel Secure Financially”: Lowest Indexing Gen Y Adult Segments, 2008 (U.S. adults age 18-29)

Confidence in Ability to Save Especially Low in Certain Segments

Table 3-6: “I’m No Good at Saving Money”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)

Appearance of Financial Success Important to Low-Income, Non-College Segments

Table 3-7: “I Like Other People to Think I’m a Financial Success”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)

Educational, Consumer Loans Ramp Up Financial Burden

Figure 3-5: “I Feel Secure Financially”: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 18-29)

Living At Home May Help Build Next Generation’s Nest Egg

Table 3-8: Percentage of Annual Income Saved Over Last Year as of June 2008: Adults Overall vs. Adults Age 18-28 (index)

Personalized Service and Technology-Based Options Crucial

Technology Should Enable Personal Lifestyle Choices

Emotional Connection, Self-Discovery Underlie Successful Campaigns

Multifunctional Technologies Trigger Rewards, Customized Options, Community Solidarity

Wachovia’s Campus Card: “Your Key to Student Life”

Wachovia Remains Leery of Campus Credit Cards

U.S. Bank’s OneCard Offers Student-Centric Rewards

BofA’s “Keep the Change” Debit Card Encourages Savings

Financial Alerts a Promising Feature

Green Rewards, Social Responsibility Popular Across Card Types

edo Interactive Launches Prepaid Facecard MasterCard

Convenience, Personal Interests Drive Facecard Use

Chase Plus One: Chase + Facebook = College + Credit

Karma Points Reward Responsible Spending

High Interest Rates a Bit Offputting

PNC Bank’s Virtual Wallet: The iPod of Banking

Low Costs, Calendar, Alerts, Account Tracker Home In On Gen Y Needs

So Far No Chats, IM, Blogs, Email Support

Entry Level Investments Tend Toward Equities, Mutual Funds

Authenticity Remains a Major Challenge

Youth-Oriented Thrasher Funds Give Hip Investing a Go

But Is Thrasher Hype a Bit Too Hip?

Table 3-9: Financial Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
Table 3-10: Financial Patterns: Gen Y Adults by Educational/Job Training Cohort, 2008 (percent of U.S. adults age 18-29)

Chapter 4: Media, Technology and Marketing

Gen Y Worldview Integrates Self, Technology, Marketing

Gen Y Use Technology, Media to Brand Themselves

Features Less Important Than Lifestyle Outcomes

Mobile, Internet, Video Enable Daily Life

Mobile Gen Y Out-Talks, Out-Downloads, Out-Plays Other Generations

Blogs, Social Networking, Video Sharing Pervade Online Activities

Gen Y Also Big on Online Shopping, Auctions, Product Research

Table 4-1: Selected Online Shopping Activities In Last 30 Days: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)

Nearly All Gen Y Adults Use Internet

College Education Not a Pre-requisite for Online Literacy

Wireless Computing, Laptops Keep Cohort Mobile

Table 4-2: Computer/Internet Use Activities: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)

Tech Marketing Requires Intimate Understanding of Gen Y Values

Social Interaction Trumps Product Specs

Nokia Mobile Taps Into Core Desires, Values

Nokia Customization Empowers Gen Y Individuality

Nokia Nseries Smartphone: It’s Not a Tool, It’s an Experience

Event Sponsorship Showcases “Young Lions’” Creativity (and the Phone)

Integrated Campaign Puts Gen Y In Control of Content

Gen Y Looks to Tech to Empower Self-Image

Quest for Personal Meaning Drives Passion for Media, Tech

Ultimate Fear May Be Not Finding Their Own Passion

Video Offers Immediacy, Emotion, Interaction

Visual Media Gaining Over Print

Video Drives Increasing Overlap Between Personal and Commercial; World of Warcraft Game Illustrates

Interactivity, Product Extensions Keep Gaming Community Connected

Majority of Gen Y Own or Play Video Games, Including Mainstream Demographics

Table 4-3: Video Game Systems Owned or Played: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)

Problematic Economy Only Increases Video Games’ Appeal

Good-Bye Old Stereotypes: Gamers More Social Than Non-Gamers

By Educational Cohort, College Consumers Most Avid Gamers

Traditional Core of Young Single Men Remain Hot for Video Games

Figure 4-1: Strongly Held Attitudes Regarding Video Gaming Among Gen Y Males, 2008 (index of U.S. adults age 18-29)
Table 4-4: “Video Games Are My Main Source of Entertainment”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)

Gen Y Men Likely to Prefer Gaming Over TV

Deconstructing the Video-Game-Loving Gen Y Male

Whites, Singles, Younger Cohort Often Spend More on Video Than Other Media

Figure 4-2: “I Spend More Money on Video Games Than on Music or Movies”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
Figure 4-3: “Don’t Mind if Video Game Characters Use a Brand Name Product”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)

Online Video Essential in Marketing to Young Men

Online Video Appeals Across Gen Y Segments

Entertaining Embedded Ads A-OK

Table 4-5: “I Expect Advertising to Be Entertaining”: Highest Indexing Gen Y Segments, 2008 (percent and index of U.S. adults age 18-29)

Heavy Video Viewers Want to Manage, Share Content

Small Minority Dislike Advertising

Table 4-6: “I Don’t Like Advertising In General”: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)

Hispanics, Non-College Segments Most Ad Friendly

Table 4-7: Selected Strongly Held Attitudes About Advertising Among Gen Yers: Hispanics and Full-Time Employees with No College/Specialty Job Training, 2008 (percent and index of U.S. adults age 18-29)

Full-Time Employed No College/Vo-Tech Segment Also Show Brand Enthusiasm

TV Ads, Video Game and Movie Product Placement Garner Most Notice

Table 4-8: Selected Strongly Held Gen Y Attitudes About Product Placement: Hispanics and Full-Time Employees With No College/Specialty Job Training, 2008 (percent and index of U.S. adults age 18-29)

For Non-College Segments, Video Ads More Effective Than Print

Gen Y Parents Open to Ads That Help Pick Products for Kids

Table 4-9: Strongly Held Attitudes About Advertising: Gen Y Parents, 2008 (percent and index of U.S. adults age 18-29)

Most Marketers Still Leery of Gen Y Marketing Techniques

Social Media Provide Multi-Layered Branding Opportunities

Fine Line Between Creating Community and Intruding Into Private Communication

Let Consumers Find You, Create Online Communities in Your Space

MTV’s The Hills Site Promotes Gossip, Fashion, Games

Millennial Moms a Small But Strong Core of Social Networkers

“Mom Tribes” Share Worries, Stories, Advice Online

Suave, Sprint Partner to Create “In the MotherHood” Network

Twenty-Something Moms Span Mainstream, Niche Networks

Gen Y Control, Creativity, Community Are Your Marketing Guides

Table 4-10: Computer/Internet Use Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
Table 4-11: Computer/Internet Use Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
Table 4-12: Print Media Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
Table 4-13: Print Media Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
Table 4-14: Patterns for Television, Video Games, Cell Phones and Other Consumer Electronics: Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
Table 4-15: Patterns for Television, Video Games, Cell Phones and Other Consumer Electronics: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)

Chapter 5: Eating In, Dining Out

Youthful Metabolisms Energize Personal, Social Goals

Long-Term Health Issues a Distant Concern

On the Run Eating Enables Busy Lifestyles

Organic, Natural, Eco-Friendly Earn Points

Gourmet Tastes a Major Draw

Table 5-1: “I Try to Eat Gourmet Food Whenever I Can”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)

Fun Tastes, Fun Textures Trump Health Concerns

Balanced Diet? Too Much Work

Table 5-2: “I Try to Eat Healthy Food/Balanced Diet”: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)

Exercise, Revving Metabolisms Compensate for Indulgence

Cooking for Fun

Figure 5-1: “I Really Enjoy Cooking”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)
Figure 5-2: Cooking for Fun as Leisure Activity: Percentage of U.S. Adults Overall vs. Gen Y Adults Overall and By Educational/Job Training Cohort, 2008

Kitchen Not Central to Existence

Figure 5-3: “Kitchen Is Most Important Room in My House”: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)

Dorm Living Can Pack On Pounds

Table 5-3: Strongly Held Attitudes About Food and Nutrition: Gen Y College Students, 2008 (percent and index of U.S. adults age 18-29)

The Freshman 15: A Horrifying Specter

Stress, Study, Socializing Encourage Extra Calories

Busy Lives Preclude Regular Home Cooking

Table 5-4: Selected Strongly Held Attitudes About Family/Home Life: Gen Y Singles, Marrieds and Parents, 2008 (index of U.S. adults age 18-29)

Even Organic Lovers Opt for Indulgent, On-The-Go Snacks

Mars, Venus Divided on Fast Food, Snacking, Cooking Preferences

Table 5-5: Strongly Held Attitudes About Food and Nutrition: Gen Y Males vs. Gen Y Females, 2008 (index of U.S. adults age 18-29)

Hispanic Gen Yers Strong Believers in Organic, Natural, Fresh

Table 5-6: Strongly Held Attitudes About Food and Nutrition: Hispanic Gen Y Adults, 2008 (percent and index of U.S. adults age 18-29)

Fattening Foods: No Problem

Table 5-7: “There’s Nothing Wrong with Indulging in Fattening Foods”: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)

Fast Food Keeps the Lifestyle Wheels Greased

Small Percentage of Hispanics Prefer Fast Food to Home Cooking

Table 5-8: “Prefer Fast Food to Home Cooking”: Gen Y Adults, 2008 (percent and index of U.S. adults age 18-29)

Hispanics, Singles, Men Most Likely to Believe Fast Food Helps Keep Them in Budget

Table 5-9: “Eating Fast Food Helps Me Stay in Budget”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)

McDonald’s Brand Still Reigns Supreme

Majority of Gen Y Adults Patronize Golden Arches, At Least Occasionally

Better-For-You Menu Items Leave Gen Y Cold

White Castle Rolls Out “What You Crave”: Hip, Edgy and Digital

“Crave Call” Campaign Combines Space Age with Slang-a-Licious

In Casual Dining, Relaxed, Inexpensive Socializing Is the Goal

Gas Prices Curtail Frequency of Dining Out

Table 5-10: Percentage of Adults Age 18-28 Who Are Dining Out Less Frequently Because of Fluctuating Gas Prices: By Month, December 2007 - June 2008
Figure 5-4: Percentage of Adults Age 18-28 Who Are Dining Out Less Frequently Because of Fluctuating Gas Prices: By Gender and Marital Status, June 2008

Creative Urban Singles Find Wallet-Friendly Ways to Curb Hunger

Family Restaurants Provide Predictable, Inexpensive Options

TGI Friday’s Emphasizes Grown-Up Socializing, Rewards Cards

Even In Groceries: Make It Cool, Eco-Friendly, Multi-Culti, Authentic

Gen Y Likely to Spend $150 or More Per Week on Groceries

College Consumers Spend More Than College Grads

Premium Edibles, Especially Organics, Fill Luxury Gap

Table 5-11: “When Shopping for Food, I Look for Organic/Natural Products”: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)

Socially Responsible Honest Tea “Gets Real”

Spiking Gas Prices Make Continued High Spending Uncertain

Table 5-12: Percentage of Adults Age 18-28 Who Are Spending Less on Groceries Because of Fluctuating Gas Prices: By Month, December 2007 - June 2008
Figure 5-5: Reduced Spending on Groceries Because of Fluctuating Gas Prices Among Adults Age 18-28: By Gender and Marital Status, June 2008 (percent)

Cost-Cutting May Encourage More Home Cooking

Frozen Foods, Perishables, Private Label May See Spending Uptick

Novel Treats Still Lure Sophisticated Taste Buds

Figure 5-6: “I Like to Try Out New Food Products”: Highest Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)

Rachel’s Dairy Pushes “Wickedly Delicious” Yogurt

Line Focused on Style and Function

Probiotics, All-Natural Goodness Pass Authenticity Test

Even In Snacks, Gen Y Looks for Zing, Fun, Customization

Snap, Crackle, Sizzle, Crunch and Sip

Table 5-13: Diet and Exercise Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
Table 5-14: Diet and Exercise Patterns: Gen Y Adults by Educational/Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
Table 5-15: Food Shopping and Restaurant Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
Table 5-16: Food Shopping and Restaurant Patterns: Gen Y Adults by Educational/Job Training Cohort, 2008 (percent of U.S. adults age 18-29)

Chapter 6: Wellness, Work and Leisure

Wellness a Given Among Gen Yers

Wellness Represents a Marketing Bonanza

Health, Wellness, Fitness Products Bring in Billions

Today’s Experiences Trump Worry About Tomorrow

Strong Undercurrent Intent on Keeping Youthful Appearance

Figure 6-1: “It Is Important to Keep Young Looking”: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 18-29)
Figure 6-2: “I Am Willing to Spend Whatever I Have To, To Look Younger”: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 18-29)

Younger Gen Y Adults Especially Keen on Skincare

Table 6-1: “I Am Willing to Spend What I Have To, To Look Younger”: Highest Indexing Gen Y Adults, 2008 (percent and index of U.S. adults age 18-29)

Youth-Extending Skincare Equates with Pampering, Luxury

Hispanic Gen Y Adults Place Premium on Youthful Appearance

Figure 6-3: Selected Strongly Held Attitudes About Youth and Beauty: Hispanic Gen Y Adults, 2008 (percent and index of U.S. adults age 18-29)
Table 6-2: “It Is Important to Keep Young Looking”: Selected Gen Y Segments, 2008 (percent and index of U.S. adults age 18-29)

Women of Color, Celebrity Role Models Connect with Authenticity, Personal Style

Garnier Trades on Sarah Jessica Parker’s Feminist Cred

Gen Y Guys Also Willing to Spend on That Youthful Glow

Figure 6-4: Strongly Held Attitudes on Youth and Beauty: Gen Y Men, 2008 (percent and index of U.S. adults age 18-29)
Table 6-3: “It Is Important to Be Attractive to the Opposite Sex: Selected High Indexing Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)

Man Spas Offer High-Priced Pampering, Grooming

Skincare Feminism Ushers in Manly DIY Beauty Regimens

Male Species, Naturally Man Make Male Beauty “Natural”

Canadian 4VOO Pushes High-Performance Grooming

Wellness at Work: Nurturing the Whole Person

Work Is About Being Wooed

Challenge, Novelty, Change Inspire Young Workers

Extra Education Builds Self-Confidence, Skills

Younger Cohort Especially Open to New Challenges

Table 6-4: “I Like to Pursue Challenge, Novelty, Change”: Selected High Indexing Gen Y Segments, 2008 (percent and index of U.S. adults age 18-29)

Millennial Love of the New Extends Beyond College Types

A Desire to Be Appreciated

Recruiting Requires Authentic Investment in Gen Y Values

Travel, Volunteer Opportunities Attract Socially Conscious

Voluntourism Excites Desire for Exotic Experiences That Help Others

Ernst & Young’s Summer Internships Focus on Leadership

Mentorship, Flexibility, Company Values Can Trump High Salary

Health Insurance a Key Benefit for Young Employees

Uninsured Cluster Among Millennials with No College, No Vo-Tech

Table 6-5: Health-Related Insurance: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
Table 6-6: Health Care Coverage by Educational/Job Training Cohort: Gen Y Adults, 2008 (percent of adults age 18-29)

Some Choose Dream Job Over Insurance Coverage

Short-Term or High-Deductible Plans Could Form Gen Y-Centric Niche

Gen Y Wellness Emphasizes Pampering Over Preventive Care

Figure 6-5: “I Have Regular Medical Check-Ups”: Gen Y Adults Overall and by Age Cohort, 2008 (percent of U.S. adults age 18-29)

Hispanics Skew Highest for Regular Medical Check-ups

Table 6-7: “I Have Regular Medical Check-Ups”: Selected Low Index Gen Y Segments (percent and index of U.S. adults age 18-29)

Regular Exercise Helps Offset Blasé Approach to Health Care

Table 6-8: Diet and Exercise Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)

College Grads Outdo Other Educational Cohorts in Sports Participation

Table 6-9: Exercise Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)

Workplace Wellness a Win-Win for Gen Yers, Employers

Table 6-10: “I Should Exercise More Than I Do”: Selected Gen Y Adult Segments, 2008 (percent and index of U.S. adults age 18-29)

“Exergaming” Offers Fun, Low-Cost Break

Guest Experts and Edgy Exercises

Subsidized Gym Memberships and Company Sports Teams

Table 6-11: Sports Participation in Last 12 Months: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)

Echo Boomers Love to Include Their Parents

Know Your Niche, Be Authentic

Shopping Patterns Favor Electronics, Apparel

Trendy, Youth-Oriented Apparel Brands Index High

Abercrombie & Fitch: Lifestyle Brand Worships Beauty

Figure 6-6: Highest Indexing Chain Stores Shopped by Gen Y Adults in Last Three Months, 2008 (index of U.S. adults age 18-29)

Victoria’s Secret “Pink” Campaign Plays Up College, Music, Green

Avid Gen Y Sports Enthusiasts Value Risk-Taking, Cool Stuff

Figure 6-7: “I Enjoy Taking Risks”: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 18-29)

Risk-Takers Mirror Segments That Seek Challenge, Novelty

Table 6-12: “I Enjoy Taking Risks”: Highest Indexing Gen Y Segments, 2008 (percent and index of U.S. adults age 18-29)

Do Risk-Takers Up-End Gen Y Reputation for Needing Structure, Guidance?

Action Sports a Major Niche, But Authenticity Stakes High

Brand-Sponsored Events, Community Crucial to Sports Marketers

Mountain Dew Hammers Action Sports Tour

Creativity Valued in Gen Y Work and Leisure Spaces

Dancing, Clubbing, Bar Scene Offer Exciting Social Outlets

Figure 6-8: “The Point of Drinking Is to Get Drunk”: Highest Indexing Gen Y Segments, 2008 (percent and index of U.S. adults age 18-29)

Taste for Exotic, Creative Runs Strong in Drink Preferences

Figure 6-9: “I Like to Try New Drinks”: Gen Y Adults Overall and by Age Cohort, 2008 (percent and index of U.S. adults age 18-29)

“Green Fairy” of Absinthe Piques Gen Y Curiosity

Belle Epoch, Myth Making and Body Paint

Table 6-13: Leisure Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
Table 6-14: Leisure Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
Table 6-15: Travel Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
Table 6-16: Travel Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)
Table 6-17: Shopping Patterns: Adults Overall vs. Gen Y Adults, 2008 (percent of U.S. adults overall and percent and index of adults age 18-29)
Table 6-18: Shopping Patterns: Gen Y Adults by Educational or Job Training Cohort, 2008 (percent of U.S. adults age 18-29)

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