Audience Profiles

They account for 40% of total consumer demand, even in a recession.¹ But the latest economic downswing now has many of them rethinking how they spend, especially as they near retirement.

They’re Baby Boomers. And they’re more than 78 million strong.²

As a group that’s lived most of its life in an age of unprecedented prosperity, Boomers have perhaps the toughest task of anyone when it comes to adjusting to the “new normal.” Though they’re still one of the most powerful demographics out there – controlling 70% of the total net worth of American households – roughly 40% of them say they’ll have to delay retirement, in addition to saving more and adjusting their portfolios, in order to afford the lifestyle they want.^3,4

As a result, many marketers are now shifting to more value-oriented messaging for Boomers. This is especially true when it comes to speaking to the demographic’s younger end, which still has all the costs and responsibilities associated with raising kids.

Despite their more cautious approach, Boomers are still a marketer’s dream, especially when you consider that they have 2.5 times the discretionary spending power of Generation Xers and Millennials.⁵

Demographic Info

24.7% of total U.S. population⁶
32.5% of U.S. adult population⁷
20% have children under 18 at home⁸
74% of younger Boomers (ages 45 - 54) are homeowners⁹
81% of older Boomers (ages 55 - 64) are homeowners¹⁰
$80,976 is the average household income for younger Boomers¹¹
$70,609 is the average household income for older Boomers¹²

Media Habits

59% rely on newspapers for product information¹³
77% are Internet users¹⁴
30% of all U.S. mobile phone users are Boomer¹⁵
59% say newspapers have the most impact on buying decisions¹⁶

Fact: Baby Boomers read newspapers more than any other age group.¹⁷

Spending Habits

$58,708 is what younger Boomers (ages 45 - 54) average in annual household expenditures¹⁸
$52,463 is what older Boomers (ages 55 - 64) average in annual household expenditures¹⁹
They buy more hybrid cars than any other group²⁰
They account for 80% of all leisure travel in the U.S²¹

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