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
Voted in a federal, state or local election in the last 12 months
Have a regular (2+ times weekly) exercise program
Played the Lottery in the last 12 months
Say "Preserving the Environment" is a very important guiding principle in their lives
Believe they will be better off financially in the next 12 months than they are now
Live in a household that owns or leases at least 3 vehicles
Did home remodeling in last 12 months
Signed a petition in the last 12 months
Own a Giant Screen TV (>42")
Source: MRI's Spring '07 Survey of the American Consumer
Additionally, the summary notes that:
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.