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BizReport : Research archives : March 14, 2011

Study: Boomerang demo won't wait

When it comes to purchasing, most consumers admit they don't like to wait. But with one age demographic, not wanting to wait takes on a whole new flavor. According to a recent Luminosity Marketing report, 'Boomerangers', sometimes called Gen Yers, are impulse purchasers.

by Kristina Knight

luminosity.gifBoomerangers are described as between the ages of 22 and 29, college graduates and living at home. They are part of the larger Millennial Generation and are employed full-time but are single. According to the report 56% are impulse purchasers and while they may live at home they are considered independent in their buying habits. Rather than purchasing items based on brand, for example, these consumers look at the value of the product.

How do Boomerangers make purchases?

• 34% buy on impulse
• 22% buy after a day's planning
• 24% purchase after planning for a week
• 15% purchase after planning for two weeks

Also of interest: these consumers aren't interested in being or offering influence over purchases. Most (64%) report they are their biggest influencer, with just over 15% saying they are influenced by either friends or family. These consumers are most likely to 'be influenced' in the categories of Internet access, grocery purchases or television programming. They are most likely 'to influence' purchases of home furnishings, car/transport, cell phone and toiletry categories.

A growing segment of Millennials are moving home, according to the report. Whether because of job instability or because of other reasons, they are identified as choosing to live at home rather than being force in some way to move home.

Tags: Boomerang Demographic, Boomerangers, demographic targeting, Luminosity Marketing, online advertising

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