Drawing on uniquely cross-tabulated Simmons Market Research Bureau survey data, along with government and private sector data sources, this report explores the many drivers of Boomer behavior, with a particular focus on the responsibilities occasioned by life stages such as parent- and grandparenthood, divorce and remarriage, empty nests, and retirement or semi-retirement. The report describes emerging Boomer-centric marketing campaigns and suggests how marketers can respond to and anticipate preferences and behaviors across industries. Extensive analysis of consumer survey data, in combination with wide-ranging qualitative market analysis, provide a comprehensive outlook on how this economically and socially powerful cohort will continue to redefine attitudes about everything from personal style to professional know-how far into the 21st century.

Following an overview of Boomer attitudes and spending trends are seven focus chapters covering the following market categories:

• Boomer Demographics, an evaluation of life stages, ethnicity, gender, education, employment, income, and how these traits contribute to Boomers’ perceptions of youth and aging.
• Boomer Lifestyles, an exploration of the cyclical nature of the interests, career goals, relationships, and life choices of people age 40-59; their demand for products and services that facilitate their active, youthful approach to life.
• Boomer Diet and Health, an analysis of the growing awareness that diet, exercise, and self-monitoring of indicators such as cholesterol, blood pressure, and blood sugar are vital to maintain long-term health and keep insurance costs down; a look at wellness trends such as natural products, yoga, and alternative medicines.
• Boomers and Internet Technology, a review of the widespread impact of Internet and related technologies on virtually every aspect of boomers’ daily lives, from personal relationships and employment to shopping, health, finances, and entertainment; relevance and attitudes toward text, voice, information applications, and emerging technologies.
• Boomers and Home Buying, a breakdown of traits and attitudes regarding home ownership and the home-buying and renovation options boomers consider as they plot out the next 30 years; condos, single-family homes, retirement communities, vacation and second homes, and timeshares are explored.
• Boomers, Transportation, and Travel, an examination of preferences regarding automobile purchase, including safety, style, and other features; a look at increasingly experience-oriented travel and vacations for individuals, couples, and families.
• Boomers and Personal Finance, a survey of the varied financial situations and categories among boomers, including retirement savings, investments, health and long-term care insurance, and awareness of and opinions about financial planning products and services.

Report Methodology
The information in Baby Boomers is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in boomer market research. The report features unique analysis based on the Simmons Market Research Bureau Fall 2005 National Consumer Survey. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

How You Will Benefit from this Report
If your company is interested in understanding and reaching the boomer market, you will find this report invaluable, as it provides a comprehensive package of information and insight about Baby Boomers not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the boomer population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for products of interest to boomers.
• Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the Baby Boomer population.
• Advertising agencies to develop messages and images that compel kids (or their parents) to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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The Baby Boom: Americans Born 1946 to 1964, 6th ed.
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