Research Shows Different “Boomer” Groups

Consumers 42 and older shouldn’t be placed in the same subgroups, according to a new study by Focalyst. It’s a joint venture between AARP and research firm Kandar.

by Kristina Knight

According to the study the baby boomer generation actually has six distinct sub-groups. These sub-groups then determine how and why they respond to media messages. The clusters seem to be demographically distinct, which should help marketers better target messages.

The largest group is Overwhelmed and Unfortunate. This group represents 25% of the study respondents with an average age of 62 and average income of $45,000. This group is overwhelmed by financial difficulties, family situations and want to avoid more responsibility.

Next, Active and Successful, represents 24% of respondents. This group has an average age 53 and income of $72,000. This group feels young and wants to be seen as attractive. There are more online users in this group that other boomer groups.

The Positive and Responsible group makes up about 20% of the generation with an average age of 62 and income of about $51,000. This group volunteers more than the others and feel it is their responsibility to make the world a better place.

Regular Folks make up roughly 16% of the population with an average age of 58 and income around $72,000. They’ve had positive family, career and financial experience.

The Fortunate and Ready groups makes up 14%. Average age 63, income is $85,000. This is the best educated and highest income group.

Alone and Ill, 2% of the study population, is the smallest group. At an average age of 71 and income around $47,000, this group is the most afraid of becoming a burden and most likely to need at-home assistance for health reasons.