American baby boomers -- those consumers born between 1946 and 1964 -- are more likely than the general adult population to vote, play the Lottery, do home remodeling, or live in a household that owns/leases at least three vehicles, according to 10 BoomerView factoids released by Mediamark Research Inc., part of the GfK Group.

BoomerView is a set of generational segments in the Survey of the American Consumer™ that provides a detailed view of the Boomer market, as well as the generations that precede and follow it.

“Each week seems to bring an announcement of another major marketer targeting the large and affluent Baby Boomer segment,” said Anne Marie Kelly, Vice President of Marketing and Strategic Planning at MRI. “BoomerView makes understanding the purchasing behavior, lifestyles and media consumption of these consumers an easier process; it helps marketers find their ‘sweet spot’ for reaching and selling Baby Boomers.”

BoomerView data on behaviors in the last 12 months include:

• More than one-half of Boomers (55%) report that they voted in a federal, state or local election; that's 22% more likely than the general population.
• Almost one-third (30.8%) undertook a home remodeling project; that's 21% more likely than the general population.
• 41% say they played the Lottery; that's 18% more likely than the general population.
• 35.6% report they live in a household that owns or leases 3 or more vehicles.
• Boomers are an optimistic group. Almost four in 10 Boomers (39.1%) believe that they and their household will be better off financially one year from now. Close to 90% believe they will be either financially “better off” or “the same” one year from now.
• A fairly large portion of Boomers are potentially unprotected financially should they face serious medical issues. Almost one-quarter (23.3%) report that they have no personal medical, hospital or accident insurance.
• 42.4% have a regular (at least twice weekly) exercise program.
• 40.7% say "Preserving the Environment" is a very important guiding principle in their lives.
• 21.7% signed a petition in the last 12 months.
• Almost 14% own a giant TV (bigger than 42").

About this study

MRI's BoomerView is a set of generational segments in the Survey of the American Consumer(TM) that provides a detailed view of the Boomer market, as well as the generations that precede and follow it. MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of products and their lifestyles and attitudes.

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