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6 Categories of Boomers
Thursday October 05th 2006, 9:07 pm
Category: Marketing Trends
Tags:, , ,

This should be simple but experts seem to disagree. At what age does one actually become a boomer.

And, since I’m on this, how do you classify boomer-like individuals that multi-tasks, spend more time on the internet than on tv, feel overwhelmed about the war, love potato chips more than lettuce (sheesh who doesn’t), dig pricy new gadgets, don’t admit to being 53 yet despite tell-tale grey, and would delight in a little home assistance, house-cleaning and cooking, for example. Where’s the misery in that?

Here’s the 6 categories Kantar Group came up with for boomers. Where do you fit?

1) Overwhelmed and Unfortunate (25 percent of the study population; average age 62; average income $45,000): negative life experiences regarding health, fitness, education, and finance.

2) Active and Successful (24 percent; average age 53; average income $72,000): very active and concerned about appearance, physical as well as clothing and grooming, with a higher number of online users than the general population.

3) Positive and Responsible (20 percent; average age 62; average income $51,000): into doing good works and improving the world; values time and being healthy and price-conscious.

4) Regular Folks (16 percent; average age 58; average income $72,000): positive life experiences, prefer DIY projects such as home-improvement and car maintenance, not fashion-conscious, interested in achieving financial security.

5) Fortunate and Ready (14 percent; average age 63; average income $85,000): has planned retirement, well-adjusted, the best-educated and highest-income group, values charity and personal development.

6) Alone and Ill (2 percent; average age 71; average income $47,000): suffers from poor health and diet, most likely to have home assistance, fearful of being a burden to others.

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