Commentary
Boomers Vote And Play The Lottery
- by Jack Loechner , Staff Writer @mp_research, October 18, 2007
Boomers Vote And Play The Lottery
According to the Mediamark Research BoomerView study, 55% of Baby Boomers (consumers born between 1946 and 1964) report that they voted in a federal, state or local election in the last 12 months. And, during that period, almost one-third undertook a home remodeling project, and 41% say they played the Lottery, making them 22%, 21% and 18% more likely than the general adult population to have engaged in these activities, respectively. And, says the report, perhaps driven in part by Boomers' relatively high incomes and wealth, 35.6% report they live in a household that owns or leases 3+ vehicles.
BoomerView Snapshot Percent of Baby Boomers who... | ||
| % of Boomers | % More/Less Likely than All Adults |
Personally carry any medical, hospital or accident insurance | 76.8% | +6% |
Voted in a federal, state or local election in the last 12 months | 55.0 | +22% |
Have a regular (2+ times weekly) exercise program | 42.4 | +2% |
Played the Lottery in the last 12 months | 41.0 | +18% |
Say "Preserving the Environment" is a very important guiding principle in their lives | 40.7 | +11% |
Believe they will be better off financially in the next 12 months than they are now | 39.1 | -5% |
Live in a household that owns or leases at least 3 vehicles | 35.6 | +31% |
Did home remodeling in last 12 months | 30.8 | +21% |
Signed a petition in the last 12 months | 21.7 | +21% |
Own a Giant Screen TV (>42") | 13.9 | +10% |
Source: MRI's Spring '07 Survey of the American Consumer | ||
Additionally, the summary notes that:
- Almost four in 10 Boomers believe that they and their household will be better off financially one year from now. And, 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.
Anne Marie Kelly, Vice President of Marketing and Strategic Planning at MRI, says, "... BoomerView... helps marketers find their ‘sweet spot' for reaching and selling Baby Boomers."
For more information about MRI, and the complete PDF report, please visit MediaMark here.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.