NEW YORK–(BUSINESS WIRE^[1])–

Reportlinker.com announces that a new market research report is
available in its catalogue.

Generational
Market Research Bundle: Baby Boomers, Gen X and Gen Y^[2]

http://www.reportlinker.com/p0109228/Generational-Market-Research-Bundle-Baby-Boomers-Gen-X-and-Gen-Y.html^[3]

For years Packaged Facts has examined a wide range of consumer
industries and produced several market research studies useful to
companies interested in the demographics market.

To maximize market research dollars, we’ve assembled one PDF featuring three
critical demographics & lifestyles research studies. Each study
provides a comprehensive collection of information, insight, and unique
analysis not offered in any other single source, including: forecasts,
demographic attitudes, spending trends, social concerns, economic trends
influencing consumer behavior, figures, tables, and much more.

Each report is created by Packaged Facts using our well-respected
methodology of consolidating both primary and secondary research
consisting of interviews with industry experts and data-gathering from a
variety of relevant and highly credible sources.

The following demographic topics, representing 930 pages of information,
are detailed in this bundle.

U.S. Baby Boomer Attitudes and Opportunities: At Home, At Work and On
the Road

• Demographics and Lifestyles. Segmentation by age bracket,
  marital status, ethnicity, gender, politics, education and employment
  income. Analysis of financial and cultural divide between leading edge
  Boomers (age 55-64) and younger cohort boomers (age 45-54), with
  emphasis on attitudes about Social Security and retirement.
• Health and Anti-aging. From skin-plumping therapies to
  nutraceuticals, an exploration of current and developing technologies
  to combat the aging process. Parallel analysis of widespread health
  concerns and conditions that tend to contradict generalizations that
  Boomers are the healthiest generation ever.
• Boomers at Home. Life stage, physical limitations, and career
  interests inform Boomers’ desire to “age in place.” Finances and
  family obligations, including boomerang children and elder care,
  suggest a shift to greater long-term practicality, but without
  sacrifice of style. Green construction and universal design gain
  appeal.
• Boomers at Work. Most Boomers plan to work past traditional
  retirement age, not only because they need the money or the health
  insurance, but because they enjoy being challenged and engaged. Many
  will shift into part-time work or begin entirely new careers or
  entrepreneurial ventures. Few imagine that Social Security benefits
  will outlive them.
• Boomers on the Road. Practicality, comfort, and
  eco-friendliness drive Boomer vehicle purchase, though style and
  luxury maintain a strong hold. Muscle cars and motorcycles tempt the
  young at heart. Customizable vacations slake thirst for experience,
  learning, adventure. Multigenerational and single-gender options
  expand.

Gen X in the U.S.

• GenX Demographics, an introduction to the disconnect between
  stereotypes occasioned by the GenX moniker and the actual diversity of
  these post-baby boom individualists; ethnicity, gender, education;
  employment and entrepreneurship; income, geographical region, and
  individual and parental values are key to targeting the numerous
  subsegments within this relatively small population.
• GenX Lifestyles, an examination of the interests, career goals,
  and relationships of people age 25-39; their tendency to stay single
  longer than previous generations; their integration of technology into
  business and personal pursuits; and how their tastes and preferences
  sometimes overlap with both baby boomers and GenY.
• GenX Foods and Beverages, an analysis of how globalization,
  ethnic diversity, and visual style influence the food and beverage
  choices of the cohort; their expectations of fast, convenient,
  international foods; their delight in wines, new drinks, cool labels,
  and edgy design.
• GenX Media and Technology, a review of the widespread impact of
  Internet and digital technologies on virtually every aspect of
  GenXers’ daily lives, from relationships and employment to shopping,
  travel, finances, and entertainment; attitudes about the convergence
  of text, voice, wireless, MP3, camera, cable, video, and other
  emerging applications.
• GenX Travel and Transportation, a look at increasingly
  experience-oriented travel and vacations for individuals, couples,
  groups, and families; an examination of preferences regarding
  automobile purchase, including style, fuel economy, and other features.
• GenX Home Buying and Personal Finance, a breakdown of traits
  and attitudes regarding home buying, design, and furnishing options
  GenXers consider as they weigh family, entertainment, and lifestyle
  requirements; an overview of the personal banking and financial habits
  of the cohort, as they begin to plan for the long term.

The Adults of Generation Y in the U.S.: Hitting the Demographic,
Lifestyle and Marketing Mark

• Demographics: Millennials are very ethnically and culturally
  diverse, with a multicultural outlook and a left-leaning political
  orientation. The younger cohort, age 18-24, account for 59% and
  Hispanics a powerful 22% of the adult Echo Boom.
• Finances: Gen Y’s love-hate relationship with credit cards,
  education expenses and high APRs, combined with a desire for luxury
  products and a seeming inability to save money, means they tend to be
  cash-crunched.
• Technology, Media and Marketing: Media saturated and digitally
  dependent for their sense of self, Millennials experience media,
  technology, socialization, advertising, community and personal
  consciousness as almost seamlessly integrated.
• Eating In, Dining Out: With a developing preference for
  organic, functional and sustainably farmed produce, Gen Y adults
  embrace healthy, well-balanced meals as long as they come in snazzy
  recyclable containers, don’t require cooking and don’t interfere with
  snacking.
• Wellness, Work and Leisure: Not so much about anti-aging and
  physical fitness, Gen Y wellness means that leisure and work should be
  personally fulfilling; that community and environmental health are a
  team effort, preferably supported by one’s employer; and that
  relationships are the key to personal well-being.

U.S. Baby Boomer Attitudes and Opportunities: At Home, At Work and On
the Road

Chapter 1: Executive Summary

• Scope and Methodology
  • Scope of Report
  • Report Methodology
  • Two Boomer Age Cohorts
  • The Simmons Index System
• Lifestyles and Demographics
  • Boomers’ Lives Still Just Beginning
  • Boomers’ Demographic Clout Only Increasing
  • Ethnicity Largely White, Non-Hispanic
  • Comfort with Internet, Technology Facilitates Boomerpreneurship
  • Boomers Earn Higher Than Average Incomes
  • Figure 1-1: Percentage of Boomers Who Earn Over $100,000: By
    Demographic Trait, 2007 (U.S. adults age 45-64)
  • Money, Health Woes Keep Retirement at Bay
  • Boomer Cohort Much More Diverse Than Once Believed
  • “Green” Causes Gain Momentum Among Cohort

• Healthy, Active Self-Image Keeps Boomers in the Game
• Technology, Positioning Take Sting Out of Age-Related Complaints
• Strong Focus on Nutrition, Exercise
• Cosmetic Surgery Popular, as Are Scalpel-Free Procedures
• Drugs, Therapies Combat Chronic Complaints
• Older Boomers, Women Work Toward Well-Balanced Diets
• Exercise Remains Popular Antidote to Growing Old

• Boomers at Home
  • Family, Finances, Career Guide Domestic Arrangements
  • Boomers Anticipate Greater Practicality in Later Years
  • Sinks, Countertops Rank High in Empty-Nest Kitchen Purchases
  • In-Home Tech, Electronics Preferences Reflect Family Priorities
  • Boomerang Effect Re-Mixes Generations
  • Boomer Home Caregivers Number in Millions
  • Widespread Skepticism RE Social Security’s Staying Power
  • Financial Needs and Fulfillment Keep Boomers on the Job
  • Employee Health Benefits Add Incentive to Keep Working
  • Highest Earners Foreground Control, Dedication to Career
  • Figure 1-2: Indices by Selected Boomer Traits for Agreement with
    Statement: “I Look at the Work I Do as a Career, Not Just a Job,”
    2007 (U.S. employed adults age 45-64)
  • Workplace Generation Gap Challenges Boomer Patience
  • Telecommuting Combines Comfort of Home with Comfort of Paycheck
  • Layoffs—and Self-Employment
• Boomers on the Road
  • Boomers Defy Convention in Vehicles and Vacations
  • Attachment to Automobiles Unlikely to Wane
  • Female Boomers Stress Safety; Males Big on What’s Under the Hood
  • Resurgence of Muscle Cars, Motorcycles
  • “Idealism Gene” Opens Minds, Pocketbooks to Green Options
  • Boomers Seek Meaningful Experiences in Vacation Travel
  • Majority Prefer Domestic to Foreign Travel
  • Internet Research Facilitates Customized Travel
  • From Cruises to Sports Vacations, Single Boomers Mixing It Up
• Chapter 2: Lifestyles and Demographics
• • Boomers’ Lives Still Just Beginning
  • Cohort Plans to Regenerate, Not Degenerate
  • Boomers’ Demographic Clout Only Increasing
  • Age 60-64 Segment Growing Fastest
  • Over-40 Contingent Swells Worldwide
  • Ethnicity Largely White, Non-Hispanic
  • Figure 2-1: Selected High-Indexing Demographic Traits for Hispanic
    Boomers in Relation to Adults Overall and to Boomers Overall, 2007
    (U.S. adults)
  • Hispanics Cluster in Southwest, Pacific; African-Americans Embrace
    Southeast
  • Most Boomers Still Work Full-Time
  • Diverse Self-Employed Segment May Forecast Future Entrepreneurship
  • Figure 2-2: Selected High-Indexing Demographic Traits for
    Self-Employed Boomers in Relation to Adults Overall and to Boomers
    Overall, 2007 (U.S. adults)
  • Social Responsibility, Self-Actualization Inspires New Ventures
  • Comfort with Internet, Technology Facilitates Boomerpreneurship
  • Boomers Earn Higher Than Average Incomes
  • Figure 2-3: Percentage of Boomers Who Earn Over $100,000: By
    Demographic Trait, 2007 (U.S. adults age 45-64)
  • Money, Health Woes Keep Retirement at Bay
  • Fear of Disability Keeps Many on the Job: Health Insurance Highly
    Prized
  • Some Gamble with Health: Drop Insurance, Wait for Medicare to Kick
    In
  • Boomer Cohort Much More Diverse Than Once Believed
  • Class of 1946 More “Ward and June” Than “Wyatt and Billy”
  • Age, Culture, Experience Divide Younger, Older Boomers
  • Older Cohort Boomers Better Educated, Wealthier, More Likely
    Retired
  • Financial Divide Reflects Elders’ Greater Job Opportunities,
    Cheaper Housing
  • Older Cohort Confident; Younger Boomers Stressed
  • Famous “Boomer Inheritances” Going to Elders
  • Younger Boomers Juggling Childcare, College Payments, Finances
  • Hispanics, Asians, Blacks More Likely than Whites to Have Young
    Kids at Home
  • Childless Boomers Skew High for Higher Education, Single Living
  • “Green” Causes Gain Momentum Among Cohort
  • Green Allegiances Transcend Age Group, But Tend to Increase with
    Age
  • Hispanics, Asians, Lower Income Boomers Especially Eco-Friendly
  • Central Marketing Region Claims Majority of Greens
  • Figure 2-4
  • Selected High-Indexing Demographic Traits of Boomers Who Are
    “Smart Greens,” 2007 (U.S. adults age 45-64)
  • Green Concerns Align with Growing Emphasis on Social Causes,
    Self-Actualization
  • Mature-Centric Trends Will Foster Youthful Lifestyles
  • Table 2-1: Demographic Composition of Baby Boomers, 2007 (percent,
    number and index of U.S. adults age 45-64)
  • Table 2-2: Demographic Composition of White (Non-Hispanic) Baby
    Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 2-3: Demographic Composition of Hispanic Baby Boomers, 2007
    (percent, number and index of U.S. adults age 45-64)
  • Table 2-4: Demographic Composition of African-American Baby
    Boomers, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 2-5: Demographic Composition of Self-Employed Baby Boomers,
    2007 (percent, number and index of U.S. adults age 45-64)
  • Table 2-6: Demographic Composition of Female Baby Boomers, 2007
    (percent, number and index of U.S. adults age 45-64)
  • Table 2-7: Demographic Composition of Male Baby Boomers, 2007
    (percent, number and index of U.S. adults age 45-64)
  • Table 2-8: Demographic Composition of Older Cohort Baby Boomers,
    2007 (percent, number and index of U.S. adults age 55-64)
  • Table 2-9: Demographic Composition of Younger Cohort Baby Boomers,
    2007 (percent, number and index of U.S. adults age 45-54)
  • Table 2-10: Demographic Composition of Baby Boomers With Kids at
    Home, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 2-11: Demographic Composition of Baby Boomers Without Kids
    at Home, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 2-12: Demographic Overview of “Smart Green” Baby Boomers,
    2007 (percent, number and index of U.S. adults age 45-64)

  Chapter 3: Health and Anti-Aging

  • Healthy, Active Self-Image Keeps Boomers in the Game
  • Concepts of Youth, Health, Nature Intrinsic to Anti-Aging Trend
  • Technology, Positioning Take Sting Out of Age-Related Complaints
  • Many Boomers Feel Better Now Than in Their 20s, Despite Stress
  • Tension Mounts Between Healthy Habits, Chronic Ailments
  • Strong Focus on Nutrition, Exercise
  • Figure 3-1: Indices for Selected Boomer Traits Favoring Strong
    Agreement with Statement: “I Make Sure I Exercise Regularly,” 2007
    (U.S. adults age 45-64)
  • Stress, Overwork Undermine Vibrant Boomer Profile
  • Cosmetic Surgery Boosts Self-Esteem, Reveals More Authentic Self
  • Liposuction, Augmentations Lure Women and, Increasingly, Men
  • Multiple Procedures Save Time, Help Boomers Compete
  • Scalpel-Free Procedures Booming
  • Surgical Facelifts Sometimes Perceived as Risky, Unnatural
  • Injectable Wrinkle Smoothers, Skin Plumpers a Booming Market,
    Despite Price
  • Injections of Human Growth Hormone Stave off Middle-Age Spread
  • What Price Youth?: Motivation to Spend Divides Along Gender Lines
  • Figure 3-2: Percentage Who Agree with Statement, “I’ll Spend What
    I Have To, To Look Younger”: Adults Overall vs. Boomers and
    Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
  • Injectable Fillers Steadily Accepted as Routine Beauty Maintenance
  • Drugs, Therapies Combat Chronic Complaints
  • Older Boomers Especially Prone to Hypertension, Diabetes, Arthritis
  • Boomers Expect to Be Cured: Many Research Own Treatments
  • High Cholesterol: Health Crisis or Marketing Bonanza?
  • Pfizer Engages Jarvik to Sponsor Sweeping Lipitor Campaign
  • Overstated Qualifications Hurt Pfizer’s Credibility
  • Diabetes Drugs Especially Likely for Older Boomers
  • Drugs for Hypertension, Heart Failure, Chronic Pain
  • Boomer Segment Proclaims Peak Condition, Youthful Vigor
  • Self-Perception vs. Scientific Findings: Somebody’s Fudging
  • Wider Studies Confirm Boomers Are Often Too Fat, Out of Shape
  • Denial Looms Large in Approach to “Healthy” Eating, Weight
  • Older Boomers, Women Work Toward Well-Balanced Diets
  • Nutrition, Healthy Ingredients High On the Shopping List
  • Boomer Women Scrutinize Labels, Discuss Nutrition
  • Boomer Women Highly Aware of Calories, Diets, Exercise Needs
  • CDC Shows Overweight, Obesity Rampant Among Female Boomers
  • Too Much of a Good Thing
  • On the Upside, Boomers are Paying Attention to Diets
  • Figure 3-3: Percentage Who Agree with Statement, “I Am Currently
    Controlling My Diet”: Adults Overall vs. Boomers and Selected
    Boomer Cohorts, 2007 (U.S. adults age 45-64)
  • Figure 3-4: Percentage Who Agree with Statement, “I Am Currently
    Dieting”: Adults Overall vs. Boomers and Selected Boomer Cohorts,
    2007 (U.S. adults age 45-64)
  • Exercise Remains Popular Antidote to Growing Old
  • Procter & Gamble Survey Says Many Boomers More Fit Than in Their
    20s
  • Anti-Aging Marketing Requires Optimistic Language, Segmentation
  • “Natural” Approaches, Ingredients Popular Across Channels
  • Less Invasive Facial Aesthetics Reveal Natural, Radiant Features
  • Fresh, Natural Foods Offer Ageless Health and Beauty
  • Vitamins and Supplements Boost Nature’s Anti-Aging Properties
  • Figure 3-5: Percentage Who Have Taken Non-Prescription Nutritional
    Supplements in the Last 12 Months: Adults Overall vs. Boomers and
    Selected Boomer Cohorts, 2007 (U.S. adults age 45-64)
  • Functional Foods Defend Against Age-Related Disease
  • Refrigerated Functional Mini-Drinks: Low-Calorie Cholesterol
    Busters
  • Unilever Tippy-toes Around Health Claims, Encourages Healthy
    Lifestyle
  • Souped-Up Cereals Promote “Smart,” Heart Healthy Whole Grains
  • Web-Supplemented Campaign Shows Benefits of Smart Eating, Exercise
  • Nutricosmetics: Youth-Enhancing Substances That Sound Good Enough
    to Eat
  • Table 3-1: Attitudes Related to Health and Diet: Adults Overall
    vs. Boomers, 2007 (percent and index of U.S. adults)
  • Table 3-2: Attitudes Related to Health and Diet: Female vs. Male
    Boomers, 2007 (percent and index of U.S. adults)
  • Table 3-3: Attitudes Related to Health and Diet: Older vs. Younger
    Boomers, 2007 (percent and index of U.S. adults)
  • Table 3-4: Boomer Traits Favoring Agreement with Statement: I Make
    Sure I Exercise Regularly, 2007 (percent and index of U.S. adults
    age 45-64)
  • Table 3-5: Boomer Traits Favoring Agreement with Statement: I’ll
    Spend What I Have To, To Look Younger, 2007 (percent and index of
    U.S. adults age 45-64)
  • Table 3-6: Health Ailments in Last 12 Months: Boomers Overall and
    Older vs. Younger Boomers, 2007 (percent and index of U.S. adults
    age 45-64)
  • Table 3-7: Patterns in Seeking Medical and Health Information:
    Boomers Overall and Older vs. Younger Boomers, 2007 (percent and
    index of U.S. adults)
  • Table 3-8: Attitudes Related to Health and Healthcare: Boomers
    Overall and Older vs. Younger Boomers, 2007 (percent and index of
    U.S. adults)
  • Table 3-9: Use of Selected Prescription Drugs in the Last 12
    Months: Boomers Overall and Older vs. Younger Boomers, 2007
    (percent and index of U.S. adults age 45-64)
  • Table 3-10: Reasons for Controlling Diet: Boomers Overall and
    Older vs. Younger Boomers, 2007 (percent and index of U.S. adults
    age 45-64)
  • Table 3-11: Participation in Selected Sports Over Last 12 Months:
    Boomers Overall and Older vs. Younger Boomers, 2007 (U.S. adults)
    (percent and index of U.S. adults age 45-64)
  • Table 3-12: Selected Non-Prescription Nutritional Supplements
    Taken in Last 12 Months: Boomers Overall and Older vs. Younger
    Boomers, 2007 (percent and index of U.S. adults age 45-64)

  Chapter 4: Boomers at Home

  • Family, Finances, Career Guide Domestic Arrangements
  • Current Income Supports Most Housing Requirements
  • Future Cash Crunch May Cramp Spending, But Not Style
  • Leading Edge Boomers Will Drive Housing Trends
  • Downsizing, Convenience, Change of Scenery Motivate Relocation
  • Adaptation to Changing Physical, Family Circumstances Part of
    Aging in Place
  • General Attitudes About Home Life Mirror Overall Population’s
  • Segmentation Key to Interpreting Specific Home Preferences
  • Younger and Older Boomers Prefer Quiet Evening at Home
  • Older Boomers Turn Up Noses at Fast Food, Prefer Mealtime
    Togetherness
  • Empty-Nester Homes Reflect Personalities; Single Boomers Not So
    Much
  • With Kids At Home, Married Boomers Foreground Kitchen; Not So,
    Singles
  • Boomers Anticipate Greater Practicality in Later Years
  • Simpler Tastes Doesn’t Mean “Hippie”
  • The “Future” Is Here: Practical Luxury Already a Boomer Trend
  • Empty Nesters Downsize: Reorganize Homes, Values
  • With Kids Gone, Romance and Freedom Enliven Home Life
  • What Empty-Nest Syndrome?
  • Sinks, Countertops Rank High in Empty-Nest Kitchen Purchases
  • Figure 4-1: Kitchen Remodeling Within Last 12 Months: Selected
    High-Index Boomer Cohorts, 2007 (U.S. adults age 45-64)
  • Bathroom Re-Do Popular for Empty Nesters, Marrieds with Children
  • Desire for Mobility, Independence Guide Kitchen, Bath Renovations
  • Figure 4-2: Indexed Boomer Traits Favoring Agreement with
    Statement: “I’m Looking For New Ways to Improve My Home,” 2007
    (U.S. adults age 45-64)
  • Universal Design Promotes Security, Accessibility
  • Elder-Friendly Amenities Foreground Sleek, Luxurious Efficiency
  • In-Home Tech, Electronics Preferences Reflect Family Priorities
  • Boomers Love TV, HD, Wide Screens
  • Empty Nesters Will Splurge on Fancy Set-Ups
  • Figure 4-3: Likelihood to Spend $3,000 or More on Household
    Television Sets: By Selected Boomer Segments, 2007 (U.S. adults
    age 45-64)
  • TV Technology Gap Between Boomers and Millennials
  • DVRs Are Fine, But Boomers Just Want to Watch the Show
  • Even at Home, Boomers See Computers as Tools, Not Toys
  • Most Boomer Households Own Computer
  • Empty-Nest, Older Segments Favor Online Financial Management
  • With Kids at Home, Education, Graphics, Entertainment Drive
    Computer Use
  • E-Nurturing Frees Up Time for Empty-Nest Moms
  • Empty-Nest Dads Often Gobsmacked by New Household Dynamics
  • Boomerang Effect Re-Mixes Generations
  • Return of Adult Children a Common Pattern
  • Financial Woes, Filial Affection Can Make for Happy Home Life
  • Career, Family Disasters Can Force Even Boomers Back Home
  • Adult Kids and Grandchildren? Boomerang, Once Removed
  • Childcare Can Add Additional Burden for Boomer Grandparents
  • Elder Care Also Enters Equation
  • Boomer Home Caregivers Number in Millions
  • Home Care for Dementia, Alzheimer’s Presents Daunting Task
  • Decline in Elderly Parents Adds Stress, Anxiety, Fear
  • Boomers Want to Keep Parents Out of Nursing Homes
  • Fear for Their Own Mental Health May Spur Boomer Planning
  • Financial Generosity May Imperil Boomers’ Ability to Age in Place
  • “Pivot Spenders” Finance Adult Children, Parents
  • Disconnect Between Financial Help and Future Housing Realities
  • Even Savings-Obsessed Japanese Dread Housing Crisis in Old Age
  • Canadian Boomers Sandwiched Too
  • Canadian Boomers Delay Plans for Long-Term Care for Selves, Elders
  • Aging in Place Means Aging Smart
  • New Urbanism, Live-Work Balance Allows for Efficiency and Fun
  • Crosswinds Communities Build Live-Work Residences
  • Condominiums Offer Low Maintenance, High Energy
  • Not Your Parents’ Retirement Community
  • “Gayby” Boomer Communities Offer Acceptance, Allow Honesty
  • Shea Homes’ Victoria Gardens: “Certified Green” for The 55-Plus
  • Recycling Patterns Suggest Boomers Will Snap Up Green Building
  • Figure 4-4: High-Index Boomer Traits Favoring Agreement with
    Statement: “People Have a Duty to Recycle,” 2007 (U.S. adults)
  • Green: It’s Responsible and Chic
  • Green Retirement Niche Appeals to Blooming Social Values
  • Table 4-1: Attitudes Related to Home Life: Adults Overall vs.
    Boomers Overall, 2007 (percent and index of U.S. adults)
  • Table 4-2: Attitudes Related to Home Life: Indices for Older vs.
    Younger Boomers, 2007 (U.S. adults age 45-64)
  • Table 4-3: Attitudes Related to Home Life: Indices for Boomer
    Cohorts by Marital Status and Presence of Children in Household,
    2007 (U.S. adults age 45-64)
  • Table 4-4: Home Improvement and Household Purchasing Patterns:
    Adults Overall vs. Boomers Overall, 2007 (percent and index of
    U.S. adults)
  • Table 4-5: Home Improvement and Household Purchasing Patterns:
    Indices for Older vs. Younger Boomers, 2007 (U.S. adults)
  • Table 4-6: Indoor Home Improvement Patterns: Indices for Older vs.
    Younger Boomers, 2007 (U.S. adults)
  • Table 4-7: Home Improvement and Household Purchasing Patterns:
    Indices for Boomer Cohorts by Marital Status and Presence of
    Children in Household, 2007 (U.S. adults age 45-64)
  • Table 4-8: Home Improvement and Household Purchasing Patterns:
    Indices for Boomer Cohorts by Marital Status and Presence of
    Children in Household, 2007 (U.S. adults age 45-64)
  • Table 4-9: Selected Boomer Traits Favoring Agreement with
    Statement: “I’m Looking For New Ways to Improve My Home,” 2007
    (percent and index of U.S. adults age 45-64)
  • Table 4-10: Attitudes Related to Home Media: Adults Overall vs.
    Boomers Overall, 2007 (percent and index of U.S. adults)
  • Table 4-11: Attitudes Related to Home Media: Indices for Older vs.
    Younger Boomers, 2007 (U.S. adults age 45-64)
  • Table 4-12: Attitudes Related to Home Media: Indices for Boomer
    Cohorts by Marital Status and Presence of Children in Household,
    2007 (U.S. adults age 45-64)
  • Table 4-13: Television Purchase and Use Patterns: Adults Overall
    vs. Boomers Overall, 2007 (percent and index of U.S. adults)
  • Table 4-14: Television Purchase and Use Patterns: Indices for
    Boomer Cohorts by Marital Status and Presence of Children in
    Household, 2007 (U.S. adults age 45-64)
  • Table 4-15: Home Computer Purchase and Use Patterns: Adults
    Overall vs. Boomers Overall, 2007 (percent and index of U.S.
    adults)
  • Table 4-16: Home Computer Purchase and Use Patterns: Indices for
    Older vs. Younger Boomers, 2007 (U.S. adults age 45-64)
  • Table 4-17: Home Computer Purchase and Use Patterns: Indices for
    Boomer Cohorts by Marital Status and Presence of Children in
    Household, 2007 (U.S. adults age 45-64)
  • Table 4-18: Household Computer Use Patterns: Adults Overall vs.
    Boomers Overall, 2007 (percent and index of U.S. adults)
  • Table 4-19: Household Computer Use Patterns: Indices for Older vs.
    Younger Boomers, 2007 (U.S. adults age 45-64)
  • Table 4-20: Household Computer Use: Indices for Boomer Cohorts by
    Marital Status and Presence of Children in Household, 2007 (U.S.
    adults age 45-64)
  • Table 4-21: Demographic Composition: Boomer Grandparents, 2007
    (percent, number and index of U.S. grandparents age 45-64)
  • Table 4-22: Selected Household Attitudes and Characteristics:
    Boomer Grandparents, 2007 (percent, number and index of U.S.
    grandparents age 45-64)
  • Table 4-23: Boomer Segments Taking Care of Someone with an
    Ailment, 2007 (percent, number and index of U.S. adults age 45-64)
  • Table 4-24: Caregiver Indices for Selected Ailments or Diseases:
    Female, Male, Older, Younger Boomers, 2007 (U.S. adults age 45-64)
  • Table 4-25: High-Indexing Demographic Traits for Boomers Who Are
    Taking Care of Someone With an Ailment, 2007 (percent, number and
    index of U.S. adults age 45-64)
  • Table 4-26: Boomer Segments Taking Care of Someone With
    Alzheimer’s Disease, 2007 (percent, number and index of U.S.
    adults age 45-64)
  • Table 4-27: Boomer Traits Favoring Agreement with Statement:
    “People Have a Duty to Recycle,” 2007 (percent and index of U.S.
    adults)
  • Table 4-28: Household Recycling Patterns: Adults Overall vs.
    Boomers Overall, 2007 (percent and index of U.S. adults age 45-64)
  • Table 4-29: Household Recycling Patterns: Indices for Boomer
    Cohorts by Marital Status and Presence of Children in Household,
    2007 (U.S. adults age 45-64)

  Chapter 5: Boomers at Work

  • Social Security a Mixed Blessing for Potential Retirees
  • Longer Working Life No Surprise, Especially for Younger Segment
  • Figure 5-1: Boomers as Full-Time Workers: Percentages for Boomers
    Overall vs. Selected Cohorts, 2007 (U.S. adults age 45-64)
  • Widespread Skepticism RE Social Security’s Staying Power
  • Applying Early: The Leading Edge Hedge
  • Financial Needs and Fulfillment Keep Boomers on the Job
  • Employee Health Benefits Add Incentive to Keep Working
  • Squeezes in Government Pension, Healthcare Plans Extend Boomer
    Working Lives Internationally
  • Employers Fear Boomer “Brain Drain”
  • Sense of Purpose, Belonging Continues to Motivate
  • Australians, Canadians Value Active Minds, Personal Freedom
  • Career, Contribution Valued: It’s Not Just a Job
  • Financial Wealth Emblematic, But Just Part of Boomer Work Ethic
  • Highest Earners Foreground Control, Dedication to Career
  • Figure 5-2: Indices by Selected Boomer Traits for Agreement with
    Statement: “I Look at the Work I Do as a Career, Not Just a Job,”
    2007 (U.S. employed adults age 45-64)
  • Earners Below $100K Less Control Oriented; Value Family Time
  • For Boomers, Income Correlates with Career Commitment
  • Figure 5-3: Indices by Selected Boomer Traits for Agreement with
    Statement: “I Am a Workaholic,” 2007 (U.S. employed adults age
    45-64)
  • But “Success” Not Measured In Dollar Signs Alone
  • Figure 5-4: Indices by Selected Boomer Traits for Agreement with
    Statement: “Money is the Best Measure of Success,” 2007 (U.S.
    employed adults age 45-64)
  • Workplace Generation Gap Challenges Boomer Patience
  • Experienced Boomers Annoyed by Gen-Y Newbies
  • Four Generations Now Butt Heads in Workplace
  • Employers Look for Ways to Ease Intergenerational Friction
  • Formative Years Key to Understanding Work Attitudes
  • Technology: Another Intergenerational Flashpoint
  • Boomers See Cell Phones as Tools, Not Toys
  • Figure 5-5: Boomer Use of Cell Phones for Personal or Business
    Purposes, 2007 (percent of U.S. employed adults age 45-64)
  • Trends in Internet Usage at Work Imply Better Boomer Boundaries
  • In Office Interaction, Boomers Prefer the Human Touch
  • Common Goals Lurk Behind Differing Work Styles
  • Boomer Loyalty Contrasts with Younger Workers’ Get-Up-and-Go
    Tendencies
  • With Upcoming Desire for Flexibility, Boomers May Take Hint from
    Younger Workers
  • Telecommuting Combines Comfort of Home with Comfort of Paycheck
  • Most Will Stay in Current Job Until Retirement, But Dreams of New
    Enterprises Beckon
  • Figure 5-6: Boomer Indices for Selected Work Life Milestones in
    Last 12 Months, 2007 (percent of U.S. employed adults age 45-64)
  • Boomers Fear Layoffs, Forced Retirement
  • Loss of Job Can Mean Underfunded Future
  • Self-Employment a Viable Option
  • Male Boomerpreneurs Outnumber Females, But Gap Closing
  • Severance Pay Can Finance New Venture
  • Franchises Offer Independence and Structure
  • Bright Star Healthcare Combines Compassion with Standardized
    Operations
  • Home-Based Businesses Supplement or Replace 9-to-5 Gigs
  • Web-Based Retail: Low on Politics, High on Casual Dress
  • Multi-Level Marketing Offers Pre-Designed Program, Manageable
    Growth
  • Gradual Transition to Self-Employment an Increasing Trend
  • Especially for Boomer Women, Second-Career Planning is Key
  • Boomer Coaches Especially Attuned to Cohort’s Needs
  • Volunteering Can Provide Meaningful Work—Even Without the Pay
  • Even in Volunteering Boomers Ask “What’s In It For Me?”
  • Boomers Want Convenience, Fun, Transformative Experiences
  • Stamp Licking a Bore: Engage My Strategic and Administrative Skills
  • Online Volunteering Answers Need for Convenience, Recognition
  • Even the Brits Have Trouble Recruiting Boomer Volunteers
  • Speed Dating to the Rescue!
  • Boomers Still Prove an Elusive Target
  • Volunteerism Can Lead Boomers to New, Paying Positions
  • Table 5-1: Boomers as Workers: Percentages for Boomers Overall vs.
    Selected Cohorts, 2007 (U.S. adults age 45-64)
  • Table 5-2: Boomers as Workers: Total Numbers for Boomers Overall
    vs. Selected Cohorts, 2007 (U.S. employed adults age 45-64)
  • Table 5-3: Boomers as Workers: Indices for Selected Cohorts in
    Relation to Boomer Norms, 2007 (U.S. employed adults age 45-64)
  • Table 5-4: Attitudes Related to Work Life: Employed Adults Overall
    vs. Employed Boomers, 2007 (percent and index of U.S. employed
    adults)
  • Table 5-5: Attitudes Related to Work Life: Indices for Younger vs.
    Older Employed Boomers, 2007 (U.S. employed adults age 45-64)
  • Table 5-6: Attitudes Related to Work Life: Indices for Male vs.
    Female Employed Boomers, 2007 (U.S. employed adults age 45-64)
  • Table 5-7: Attitudes Related to Work Life: Indices for Employed
    Boomers by Work Situation, 2007 (U.S. employed adults age 45-64)
  • Table 5-8: Attitudes Related to Work Life: Indices for Employed
    Boomers by Individual Employment Income Level, 2007 (U.S. employed
    adults age 45-64)
  • Table 5-9: Attitudes Related to Work Life: Indices for Employed
    Boomers by Marital Status and Presence of Children in Household,
    2007 (U.S. employed adults age 45-64)
  • Table 5-10: Attitudes Related to Work Life: Indices for Employed
    Boomers by Race/Ethnicity, 2007 (U.S. employed adults age 45-64)
  • Table 5-11: Work Life Patterns: Percentages of Adults Overall vs.
    Adults 18-44 and Boomer Adults 45-64, 2007 (U.S. employed adults)
  • Table 5-12: Work Life Patterns: Total Numbers for Adults Overall
    vs. Adults 18-44 and Boomer Adults 45-64, 2007 (U.S. employed
    adults)
  • Table 5-13: Work Life Patterns: Indices for Adults 18-44 vs.
    Boomer Adults 45-64, 2007 (U.S. employed adults)

  Chapter 6: Boomers on the Road

  • Boomers Defy Convention in Vehicles and Vacations
  • Attachment to Automobiles Unlikely to Wane
  • SUVs, Trucks Still Popular Despite Gas Prices
  • Ability to Handle Rough Terrain Valued
  • SUVs Associated with Active Lifestyles
  • Figure 6-1: Indices by Selected Boomer Traits for Agreement with
    Statement: “An SUV Matches My Active Lifestyle,” 2007 (U.S. adults
    age 45-64)
  • SUVs, Trucks May Need Image Makeover to Hold Boomer Hearts
  • Female Boomers Stress Safety; Males Big on What’s Under the Hood
  • But Flashy Ride Not as Important as Getting to Destination
  • Resurgence of Muscle Cars Fueled by Youthful Yearnings
  • Internet Makes Parts, Restoration, Advice Widely Accessible
  • Muscle Car Auctions a Growing Trend
  • Vintage Perfection Can Outprice Even New Versions of Classic Cars
  • Forget Midlife Crisis: Fast Rides Signify New Youth, Not Lost Youth
  • Muscle Motorcycles Promise “Bad Boy” Speed, Adrenaline
  • New or Vintage, Motorcycles Feed Taste for Open Road
  • Median Age of Motorcycle Owners Rises Steadily, to Over-40
  • Figure 6-2: Indices for Selected Boomer Traits Favoring
    Motorcycling “Every Chance I Get,” 2007 (U.S. adults age 45-64)
  • Injuries May Accompany Boomer Motorcycle Ownership
  • “Idealism Gene” Opens Minds, Pocketbooks to Green Options
  • Automotive Pollution Worries Increase with Age Bracket
  • Similar Worries by Gender, Marital Status, Income
  • Education, Politics, Region Are Clearest Indicators of Green
    Attitudes
  • Figure 6-3: Indices for Selected Boomer Traits Favoring Agreement
    with Statement: “I Worry About Pollution Caused by Cars,” 2007
    (U.S. adults age 45-64)
  • Hybrid Owners Skew Wealthy, Democratic, Educated, Active
  • Earth-Friendly Doesn’t Have to Be Drab
  • Toyota Prius Sparks Boomer Love Affair
  • Trucks, SUVs Step Up to Hybrid Plate
  • Natural Gas, Diesel Power Make Green Inroads
  • Mercedes-Benz Diesel Combines Fuel Efficiency and Luxury
  • Boomers Save Energy with Conventional Gas Power Too with Mini
    Cooper, Honda Element, Et Al
  • Honda Element Offers Low Maintenance, High Storage, Great Mileage
  • Boomers Seek Meaningful Experiences in Vacation Travel
  • Life Stage Influences Travel Choices
  • RVs Attract Young Boomers with Kids
  • Travel Tends to Increase Post-Retirement
  • Creature Comforts Key Even When Roughing It
  • Boomers Spend More Than Other Age Groups on Leisure Travel
  • Domestic Travel Common Across Boomer Cohort
  • Majority Prefer Domestic to Foreign Travel
  • Hispanics, Younger Boomers More Open to Foreign Adventures
  • Internet Research Facilitates Customized Travel
  • Figure 6-4: Indices by Selected Boomer Traits for Agreement with
    Statement: “I Like Vacations Where Activities Are Organized for
    Me,” 2007 (U.S. adults age 45-64)
  • Diverse Interests United by Desire for Experiential Travel
  • Sports, Exercise Getaways Spell Big Fun for Outdoorsy Types
  • Figure 6-5: Boomer Percentage of Total Enthusiasts Who Participate
    “Every Chance Possible” in Selected Sports, 2007 (U.S. adults age
    45-64)
  • Parents, Kids Share Hiking, Biking, Sports Adventures
  • Backroads Vacations Stress Fun, Bonding
  • Luxury Family Adventures Play Up Culture, Exercise, Education
  • Ecotourism Offers Sustainable Travel and Volunteer Options
  • Boomers Big on Voluntourism, As Long As Beds Are Comfy
  • Tour Companies Must Stand Behind Green Credentials
  • From Cruises to Sports Vacations, Single Boomers Mixing It Up
  • Hooking Up Part of the Appeal as Well
  • Girlfriend Getaways a Major Trend for Over-45 Cohort
  • Shopping, Theater Packages Attract Gal-Pal Travelers
  • “Mancations” Let Guys Be Guys
  • Travel Helps College Buddies Extend Their Yesterdays
  • Fairmont Mancations Offer Packages from Spa Treatments to Race Car
    Trials
  • Table 6-1: Vehicle Ownership and Acquisition: Percentages by Adult
    Age Bracket, 2007 (U.S. adults)
  • Table 6-2: Type and Make of Most Recent Vehicle Acquired:
    Percentages by Adult Age Bracket, 2007 (U.S. adults)
  • Table 6-3: Personal Vehicle Features and Spending Patterns:
    Percentages by Adult Age Bracket, 2007 (U.S. adults)
  • Table 6-4: Attitudes Related to Travel and Transportation: Indices
    by Adult Age Bracket, 2007 (U.S. adults)
  • Table 6-5: Attitudes Related to Travel and Transportation: Indices
    for Female vs. Male Boomers, 2007 (U.S. adults age 45-64)
  • Table 6-6: Attitudes Related to Travel and Transportation: Boomer
    Indices by Household Income Level, 2007 (U.S. adults age 45-64)
  • Table 6-7: Attitudes Related to Travel and Transportation: Boomer
    Indices by Marital Status and Presence of Children in Household,
    2007 (U.S. adults age 45-64)
  • Table 6-8: Attitudes Related to Travel and Transportation: Boomer
    Indices by Race/Ethnicity, 2007 (U.S. adults age 45-64)
  • Table 6-9: Participation in Selected Sports “Every Chance I Get”:
    Boomers Overall and Older vs. Younger Boomers, 2007 (percent and
    index of U.S. adults age 45-54)
  • Table 6-10: High-Index Boomer Traits for Motorcycling “Every
    Chance I Get,” 2007 (percent and index of U.S. adults age 45-64)
  • Table 6-11: High-Index Boomer Traits for Agreement with Statement:
    “I Worry About Pollution Caused by Cars,” 2007 (percent and index
    of U.S. adults age 45-64)
  • Table 6-12: Domestic Travel Patterns: Percentages by Adult Age
    Bracket, 2007 (U.S. adults)
  • Table 6-13: Foreign Travel Patterns: Percentages by Adult Age
    Bracket, 2007 (U.S. adults)
  • Table 6-14: Selected Travel-Related Habits: Percentages by Adult
    Age Bracket, 2007 (U.S. adults)

  Generation X in the U.S.Chapter 1: Executive Summary

  • Scope and Methodology
    • Scope of Report
    • Report Methodology

  — Demographics

• — Gen X by the Age Span
  • Gen X by the Numbers: A Diverse Cohort
  • Figure 1-1: Share of Generation X Population by Race/Ethnicity,
    2005 (U.S. adults age 25-39)
  • Gen X Values Relationships, Family Ties
  • Gen X Insists on Work-Life Balance
  • Raising Children Occupies Lots of Creative Time

  — Gen X Lifestyles

• — Alternative Enters Mainstream: Separating Today’s Xer from
  Yesterday’s Slacker
  • Diverse Cohort Comprises Many Segments: Customer-centric Marketing
    Requires Keen Analysis
  • The Internet: Not Just Part of a Gen X Lifestyle, It’s a Gen X Way
    of Life

  — Foods and Beverages

• — Make it QUICK! Make it DELICIOUS! Make it ABOUT ME!
  • Xers Up the Aesthetic Ante: Extra Points for Inventive Presentation
  • Health Foods: A “Natural” Preference or a Medical Back-Up Plan?

  — Media and Technology

• — Internet = Integral
  • Internet Searches for Information, Products, Services Are Second
    Nature
  • Many Gen Xers Say Internet Is Prime Source of Entertainment
  • Online Job Searches Replace Antiquated Pavement Pounding
  • Social Networking: Personal Media Gets Up Close and Virtual

  — Travel and Transportation

• — Gen Xers Outpace Boomers in Per Capita Travel Spending
  • A Passion for International Travel, Quick Booking, New Experiences
  • As in Other Pursuits, Gen Xers Prize Variety of Experience
  • Gen Xers in the Sky: Continental and Jet Blue Capture Market Share
  • Boutique Hotels at Discount Rates: Another Gen X Passion

  — Personal Finance and Home Furnishing

• — Gen Xers Expect to Fund Their Own Retirements
  • Financial Vicissitudes Spread Xers Thin
  • Education Loans Particularly Burdensome
  • Gen X Favors Low-Cost Car Insurance, Progressive, Geico
  • Gen X Likes AmEx: Blue and Corporate
  • Figure 1-2: Usage Rates for American Express Blue and American
    Express Corporate Cards: Adults Overall, Generation X, and Baby
    Boomers, 2005 (percent)

  Chapter 2: Demographics

  • A Moving Target
  • Gen X by the Age Span
  • Gen X Overlaps with Older, Younger Generations
  • Attempts to Pigeonhole Gen Xers Backfire
  • Gen X by the Numbers: A Diverse Cohort
  • Figure 2-1: Share of Generation X Population by Race/Ethnicity,
    2005 (U.S. adults age 25-39)
  • Gen X by Geography: Regional Spreads
  • Gen X Values Relationships, Family Ties
  • Figure 2-2: Opinions About Family and Friends: Generation X vs.
    All U.S. Adults, 2005 (U.S. adults)
  • Slacker Stereotype Distinctly Outmoded
  • “Overeducated” Ain’t Necessarily So
  • Diversity of Gender, Ethnicity, Race Reflected in Educational
    Levels
  • Personal Interest Trumps Diplomas, Income
  • Job-Hopping Helps Gen Xers Pursue Their Personal Goals
  • Gen X Insists on Work-Life Balance
  • Figure 2-3: Opinions About Work and Career: Generation X vs. All
    U.S. Adults, 2005 (U.S. adults)
  • Raising Children Occupies Lots of Creative Time
  • Advice to Marketers: Know Your Gen Xer
  • Identify and Engage Numerous Gen X Segments
  • Collaborate with Xers Through Online & Mobile Programs
  • Keep It Real
  • Table 2-1: Overview of Generation X Demographics, 2005 (U.S.
    adults age 25-39)
  • Table 2-2: Overview of Generation X Demographics: Men, 2005 (U.S.
    adults age 25-39)
  • Table 2-3: Overview of Generation X Demographics: Women, 2005
    (U.S. adults age 25-39)
  • Table 2-4: Overview of Generation X Demographics: Non-Hispanic
    Whites, 2005 (U.S. adults age 25-39)
  • Table 2-5: Overview of Generation X Demographics: Hispanic
    Americans, 2005 (U.S. adults age 25-39)
  • Table 2-6: Overview of Generation X Demographics: African
    Americans, 2005 (U.S. adults age 25-39)
  • Table 2-7: Selected General Behaviors and Opinions: Adults
    Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S.
    adults)

  Chapter 3: Gen X Lifestyles

  • Alternative Enters Mainstream: Separating Today’s Xer from
    Yesterday’s Slacker
  • Blame It on the Boomers—They’re the Original Generation X
  • Diverse Cohort Comprises Many Segments: Customer-centric Marketing
    Requires Keen Analysis
  • The Internet: Not Just Part of a Gen X Lifestyle, It’s a Gen X Way
    of Life
  • Figure 3-1: “Use Internet To Help Plan Shopping Trips”: Generation
    X vs. All U.S. Adults, 2005 (U.S. adults)
  • Across Ethnicities, Gen Xers Use Internet to Research, Critique
    Products
  • Gen X Campaigns Should Personalize Their Approach
  • Staying Single Longer: Lifestyle Choice, or the Luck of the Draw?
  • Gen Xercise: Building Relationships Along with Muscle Tone
  • Figure 3-2: Selected High Gen X Indexes for Exercise-Related
    Behaviors and Opinions, 2005 (U.S. adults age 25-39)
  • Married or Single, Gen Xers Pursue Their Own Interests
  • “I’m Not a Princess. I Just Want What I Want.”
  • Off-Line Flirting: What a Concept!
  • For Xers, Being Single Is an Investment
  • Single Parents and Domestic Partners: Gen X Focus Remains on
    Quality Relationships
  • Single Moms Often Single by Choice
  • Gay and Lesbian Parents Join the Mainstream
  • Gen X Parents: With the Right Attitude, Even Drool Can Be Cool
  • Figure 3-3: “A Woman’s Place Is In The Home”: Generation X vs.
    Total U.S., Gen Y, and Boomers, 2005 (U.S. adults without children
    in the household)
  • Well-to-Do Xers Model Passion, Fashion for Their Kids
  • Parents of More Modest Means Demand the Best for Kids
  • Moms and Dads Connect the Dots Between Values, Shopping
    Strategies, and Creative Play
  • Title Nine Sportswear: Marketing to a Passion
  • Table 3-1: Selected Lifestyle Statements: Adults Overall,
    Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adults)
  • Table 3-2: Selected Lifestyle Statements Among Women: Overall,
    Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adult
    women)
  • Table 3-3: Selected Lifestyle Statements Among Men: Overall,
    Generation Y, Generation X, and Baby Boomers, 2005 (U.S. adult men)
  • Table 3-4: Selected Lifestyle Statements Among Non-Hispanic
    Whites: Adults Overall, Generation Y, Generation X, and Baby
    Boomers, 2005 (U.S. adult non-Hispanic Whites)
  • Table 3-5: Selected Lifestyle Statements Among Hispanic Americans:
    Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005
    (Hispanic American adults)
  • Table 3-6: Selected Lifestyle Statements Among African Americans:
    Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005
    (African-American adults)
  • Table 3-7: Selected Lifestyle Statements Among Asian Americans:
    Adults Overall, Generation X, and Baby Boomers, 2005 (Asian-
    American adults)
  • Table 3-8: Selected Health-, and Exercise-Related Behaviors and
    Opinions: Adults Overall, Generation Y, Generation X, and Baby
    Boomers, 2005 (U.S. adults)
  • Table 3-9: Selected Lifestyle Statements Among Single (Never
    Married) Adults: Adults Overall, Generation Y, Generation X, and
    Baby Boomers, 2005 (U.S. single adults)
  • Table 3-10¨ Selected Lifestyle Statements Among Adults Without
    Children: Adults Overall, Generation Y, Generation X, and Baby
    Boomers, 2005 (U.S. adults without children in the household)
  • Table 3-11: Selected Lifestyle Statements Among Adults With
    Children: Adults Overall, Generation Y, Generation X, and Baby
    Boomers, 2005 (U.S. adults with children in the household)

  Chapter 4: Foods and Beverages

  • Make it QUICK! Make it DELICIOUS! Make it ABOUT ME!
  • Figure 4-1: High Gen X Indexes for Selected Diet-Related Behaviors
    and Opinions, 2005 (U.S. adults age 25-39)
  • Xers Up the Aesthetic Ante: Extra Points for Inventive Presentation
  • Health Foods: A “Natural” Preference or a Medical Back-Up Plan?
  • With Gen X, Everybody’s an Online Food Critic
  • From Organic Moms to Cuban Mojo, Websites and Blogs Emphasize
    Culture, Philosophy Around Foods
  • From Oysters to Asparagus: Website Emphasizes the Passionate
    Approach
  • On Meal Occasions, Gen X Wavers Between Adventurous and Jaded
  • Boomers vs. Gen X: Agendas Differ, But Both Value Convenience,
    Quality, Efficiency
  • No Time to Cook and Eat Healthy, Or No Inclination?
  • Figure 4-2: High Gen X Indexes for Agreement With Statement: I
    Don’t Have Time to Prepare/Eat Healthy Meals, 2005 (U.S. adults
    age 25-39)
  • Retail Rants: Should Marketers Worry When Bloggers Broadcast
    Unhappy Experiences?
  • Marketing Experts Recommend Monitoring Blogs
  • Other Experts Find Blogosphere Uninformative: Stress
    Point-of-Contact for Monitoring Consumer Needs
  • Online Grocery Shopping Gaining Ground with Gen X
  • Peapod Delivery Alleviates Urban Stress
  • FreshDirect Links New Recipes with Online Delivery
  • Princely Offerings at Pauper Prices: Gen X Expects Food and
    Beverage Options of Premium Quality, Low Expense
  • Chipotle Mexican Grill: Fast Casual Food with Integrity
  • Natural Products Spread the Health
  • Hip Ads Balance Honesty, Humor
  • Generation X: We Love Our Beverages
  • Figure 4-3: High Gen X Indexes for Agreement With Statement: I
    Like To Try New Drinks, 2005 (U.S. adults age 25-39)
  • Coffee Houses Promote Social Networking
  • Safe Haven for Parents, Kids, Sparking Singles
  • Weddings Play Up Fancy Drinks: Coffee Is Frothy, But Liquor Is
    Hipper
  • Mothers’ Little Helper: Gen X Moms Connect Over Cocktails
  • Gen X Kindles Its Passion for Wine
  • Wine Losing Elitist Taint as Selection Widens, Prices Drop
  • Eye-Catching Labels, Catchy Titles Increase Anti-Snob Appeal
  • Passion for Wine Inspires Gen X Marketers, Retailers, Growers
  • Experiential Marketing, Lifestyle Aspects Increase Wine’s Gen X
    Appeal
  • Wine Clubs Represent “Ultimate Marketing Machine”
  • Successful Campaigns Combine Honesty, Iconoclasm, “Underground”
    Appeal
  • Blatant Capitalism: We’re Just That Cool
  • M-5: Coke Jumps on the Global Brandwagon
  • Underground Appeal: Are You Cool Enough to Be in Our Loop?
  • Smirnoff’s “Tea Partay”: Viral Success or Half-Cocked Gambit?
  • Support Viral Campaigns with Solid, Accessible, Information
  • Table 4-1: Selected Diet-Related Behaviors and Opinions: Adults
    Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S.
    adults)
  • Table 4-2: Generation X Traits Favoring Agreement With Statement:
    Am Usually the First to Try New Health Foods, 2005 (U.S. adults
    age 25-39)
  • Table 4-3: Generation X Traits Favoring Being Vegetarian, 2005
    (U.S. adults age 25-39)
  • Table 4-4: Generation X Traits Favoring Agreement With Statement:
    I Don’t Have Time to Prepare/Eat Healthy Meals, 2005 (U.S. adults
    age 25-39)
  • Table 4-5: Generation X Traits Favoring Agreement With Statement:
    Fast Food Fits My Busy Lifestyle, 2005 (U.S. adults age 25-39)
  • Table 4-6: Generation X Traits Favoring Agreement With Statement:
    I Like to Try New Drinks, 2005 (U.S. adults age 25-39)

  Chapter 5: Media and Technology

  • Internet = Integral
  • Internet Searches for Information, Products, Services Are Second
    Nature
  • Many Gen Xers Say Internet Is Prime Source of Entertainment
  • Figure 5-1: High Gen X Indexes for Agreement With Statement: The
    Internet Is the Prime Source of My Entertainment, 2005 (U.S.
    adults age 25-39)
  • Xers Seek to Balance Work and Free Time
  • Online Job Searches Replace Antiquated Pavement Pounding
  • Formula for Online Job Search: Advanced Reading Skills + School
    Loans Coming Due
  • Social Networking: Personal Media Gets Up Close and Virtual
  • Figure 5-2: High Gen X Indexes for Agreement With Statement: The
    Internet Is a New Way I Socialize and Meet Others, 2005 (U.S.
    adults age 25-39)
  • Successful Sites Collaborate with Users
  • Personal Networking Sites Balk at Brand Advertising
  • Creating Buzz Via Consumer Generated Media
  • Chevrolet Does CGM Right This Time
  • Chevy Contest Features Tight Focus, Trust
  • Exploiting CGM Honestly: Paradox or Contradition?
  • For Gen Xers, Email Advertising Offers Opt-In, Personalized Service
  • Openness to Email Advertising Increases with Household Income
  • Gen X Prefers Messages Tailored to the Household Level
  • Don’t Underestimate the Power of Paper
  • Snail Mail Still Holds Gen X Interest
  • Digital Cameras, Images, Software Offer Versatility in Preserving
    Memories
  • Gen X Women, Moms Drive Digital Photo Market
  • For Printing Photos, Gen X Moms Like Online, Kiosk, and Camera
    Shop Capabilities
  • Magazines with Real Pages Still Capture Gen X Imagination
  • Gen X Men: Girls, Booze, Cars All Play Well in Men’s Magazines
  • Gen X Moms: Parenting Magazines Build Confidence
  • Electronics Capture Gen X Attention, Dollars
  • Downloadable Music Enhances the Gen Xperience
  • Figure 5-3: High Gen X Indexes for Ownership of Portable Digital
    Music MP3 Player, 2005 (U.S. adults age 25-39)
  • Intergenerational Musical Tastes Strengthen “Holistic” Branding
    Experience
  • Cell Phone, MP3 Technologies Converge with Cable, Video, Internet
  • Verizon Chocolate and Bud.tv: The Ultimate in Multi-Functionality
    (At Least for Now)
  • Table 5-1: Selected Technology, Media, and Entertainment Behaviors
    and Opinions: Adults Overall, Generation Y, Generation X, and Baby
    Boomers, 2005 (U.S. adults)
  • Table 5-2: Generation X Traits Favoring Agreement With Statement:
    The Internet Is the Prime Source of My Entertainment, 2005 (U.S.
    adults age 25-39)
  • Table 5-3: Generation X Traits Favoring Online Employment Search
    in Last 30 Days, 2005 (U.S. adults age 25-39)
  • Table 5-4: Generation X Traits Favoring Agreement With Statement:
    The Internet Is a New Way I Socialize and Meet Others, 2005 (U.S.
    adults age 25-39)
  • Table 5-5: Generation X Traits Favoring Agreement With Statement:
    Like to Hear About Products and Services by Email, 2005 (U.S.
    adults age 25-39)
  • Table 5-6: Generation X Traits Favoring Use of Online Digital
    Imaging/Photo Album Software in Last 30 Days, 2005 (U.S. adult
    women age 25-39)
  • Table 5-7: Generation X Traits Favoring Reading of Men’s
    Magazines, 2005 (U.S. adult men age 25-39)
  • Table 5-8: Generation X Traits Favoring Reading of
    Child-Rearing/Parenthood Magazines, 2005 (U.S. adult women age
    25-39)
  • Table 5-9: Generation X Traits Favoring Agreement With Statement:
    Will Pay Anything for Electronic Products I Want, 2005 (U.S. adult
    men age 25-39)
  • Table 5-10: Generation X Traits Favoring Ownership of Portable
    Digital Music MP3 Player, 2005 (U.S. adults age 25-39)
  • Table 5-11: Generation X Traits Favoring Use of Cellular/Wireless
    Phone Service with Text Messaging, 2005 (U.S. adults age 25-39)

  Chapter 6: Travel and Transportation

  • Gen Xers Outpace Boomers in Per Capita Travel Spending
  • A Passion for International Travel, Quick Booking, New Experiences
  • Education, Life Changes Fuel Desire to Travel Abroad
  • Figure 6-1: Selected High Gen X Indexes for Agreement With
    Statement: I Love The Idea of Traveling Abroad, 2005 (U.S. adults
    age 25-39)
  • As in Other Pursuits, Gen Xers Prize Variety of Experience
  • Gen Xperience: The Quest for Authenticity
  • Adventure Travel Suits Casual, Community-Oriented Spirit
  • Sustainable Tourism, Ecotourism Help Preserve Natural Habitats
  • Gen Xers’ Adventurous Spirit Keeps Them Open to New Companies
  • Internet Booking Key to Gen X Travel Market
  • For Gen Xers, Especially Asian Americans, Variety Is the Spice of
    Travel
  • Tribe Wanted: A Time Share as Out There as You Want to Be
  • Vorovoro: Where an Online Community Meets a Real Life Tribe
  • Tribe Wanted Stresses Environmental Conservation, Social
    Diversity, Fun
  • Tribal Financing: Media, Savvy Promotions Lend Sustainable Support
  • Gen Xers in the Sky: Continental and Jet Blue Capture Market Share
  • Continental’s International Menu Piques Gen X Travel Appetite
  • Domestic Destinations: Gen Xers Taking Over as Major Business
    Travelers
  • Figure 6-2: Selected High Gen X Indexes for Having Taken a
    Business-Only Trip in Last Twelve Months, 2005 (U.S. adults age
    25-39)
  • Jet Blue Caters to Gen X Style, Budget
  • Boutique Hotels at Discount Rates: Another Gen X Passion
  • Hotel Indigo: Playful, Casual, and Totally WiFi
  • Holiday Inn Select: Gen Xers Dig Sports Bars, Workout Facilities
  • Starwood Aloft: A Loft, With Maid Service
  • Hyatt Place: Going for the Gen X Business Traveler
  • Automotive Xperiences: Gen Xers Favor Sleek Design, Foreign
    Cachet, and Affordable Price
  • Foreign Wheels Score High in Gen X Perceptions of Quality,
    Performance
  • Figure 6-3: Selected High Gen X Indexes for Agreement With
    Statement: Foreign Cars Are Higher Quality Than American, 2005
    (U.S. adults age 25-39)
  • Nifty, Reliable, Sporty Volkswagon Scores High with Gen Xers
  • Zoom-Zoom: Mazda Counts Gen Xers Among Its Fans
  • Mazda Emphasizes Environmental Responsibility and Style
  • Gen Xers Opt for American Quality, Affordability, Too
  • SUVs Fit Gen X Needs for Reliability, Storage, Active Lifestyles
  • SUV Enthusiasts Mostly Parents, Home Owners
  • Table 6-1: Selected Travel-Related Behaviors and Opinions: Adults
    Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S.
    adults)
  • Table 6-2: Generation X Traits Favoring Agreement With Statement:
    I Love the Idea of Traveling Abroad 2005 (U.S. adults age 25-39)
  • Table 6-3: Generation X Traits Favoring Agreement With Statement:
    Am Willing to Make Travel Plans With Unknown Company, 2005 (U.S.
    adults age 25-39)
  • Table 6-4: Generation X Traits Favoring Agreement With Statement:
    I Like to Vacation Somewhere Different Every Time, 2005 (U.S.
    adults age 25-39)
  • Table 6-5: Generation X Traits Favoring Taking a Business-Only
    Trip in Last Twelve Months, 2005 (U.S. adults age 25-39)
  • Table 6-6: Selected Transportation-Related Behaviors and Opinions:
    Adults Overall, Generation Y, Generation X, and Baby Boomers, 2005
    (U.S. adults)
  • Table 6-7: Generation X Traits Favoring Agreement With Statement:
    Foreign Cars Are More Prestigious Than American, 2005 (U.S. adults
    age 25-39)
  • Table 6-8: Generation X Traits Favoring Agreement With Statement:
    Foreign Cars Are Higher Quality Than American, 2005 (U.S. adults
    age 25-39)
  • Table 6-9: Generation X Traits Favoring Ownership of Compact
    Foreign Car, 2005 (U.S. adults age 25-39)
  • Table 6-10: Generation X Traits Favoring Ownership of Compact
    Domestic Car, 2005 (U.S. adults age 25-39)
  • Table 6-11: Generation X Traits Favoring Agreement With Statement:
    An SUV Matches My Active Lifestyle, 2005 (U.S. adults age 25-39)

  Chapter 7: Personal Finance and Home Furnishing

  • Gen Xers Expect to Fund Their Own Retirements
  • Financial Vicissitudes Spread Xers Thin
  • Education Loans Particularly Burdensome
  • Professional Salaries Offset by Hefty Monthly Payments
  • Children’s Educations Weigh Heavily on Xers’ Minds, Lighten Xers’
    Wallets
  • 529 College Savings Plan: A Tax-Free, Long-Term Solution
  • Other Personal Loans, Car Financing Stretch Gen X Coffers
  • Figure 7-1: Selected High Gen X Indexes for Holding a New Car
    Loan, 2005 (U.S. adults age 25-39)
  • Gen X Favors Low-Cost Car Insurance, Progressive, Geico
  • U.S.A.A. and Mercury Car Insurance Draw Gen X Dollars
  • Lower Income, Non-College Grads Have Little Trouble Spending, Big
    Trouble Saving
  • 401(k) Plans Offset Gen X Concerns for the Future
  • Debit and Credit Cards Trump Cash, Checks for Gen X Spenders
  • Quickness, Convenience Make Visa, MasterCard Debits Popular
  • Credit Purchases Blaze Into Under-$15 Realm
  • Contactless Credit Makes Big Splash: Gen Xers Ride the Wave
  • Gen X Likes AmEx: Blue and Corporate
  • Figure 7-2: Usage Rates for American Express Blue and American
    Express Corporate Cards: Adults Overall, Generation X, and Baby
    Boomers, 2005 (percent)
  • Visa Credit Card Sees Wide Use, Personalized Options
  • Home Sales Down, But Xers Driving Sales of New and Custom Builds
  • Gen X Driving Trend Toward Greater Space, More Amenities
  • Despite High Price Tags, Gen X Likes Stylish Amenities,
    Personalized Floorplans
  • Gen Xers Not Afraid to Pitch In, Rake Leaves, Blow Leaves, Mow
    Lawns
  • Figure 7-3: Selected High Gen X Indexes for Purchasing Selected
    Garden-Related Items, 2005 (U.S. adults age 25-39)
  • Power Lawn and Garden Equipment a Boon to Homeowners
  • Celebrate with Meat!: Gas Grills Enhance the Outdoor Experience
  • Varied Styles, Prices in Grills Suit Gen X Individuality
  • Moving Inside, Gen Xers Like High Style, Low Cost of Pottery Barn,
    Crate & Barrel
  • Ikea Whets Gen X Appetite for Hip, Euro-Inspired Surroundings
  • Ikea Store Openings Draw Elated Fans
  • Ikea Shoppers Mirror Many Gen X Traits
  • Table 7-1: Selected Finance-Related Behaviors and Opinions: Adults
    Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S.
    adults)
  • Table 7-2: Generation X Traits Favoring Holding of Educational
    Loans, 2005 (U.S. adults age 25-39)
  • Table 7-3: Generation X Traits Favoring Holding a New Car Loan,
    2005 (U.S. adults age 25-39)
  • Table 7-4: Generation X Traits Favoring Agreement With Statement:
    I Tend to Spend Money Without Thinking, 2005 (U.S. adults age
    25-39)
  • Table 7-5: Generation X Traits Favoring Agreement With Statement:
    I’m No Good at Saving Money, 2005 (U.S. adults age 25-39)
  • Table 7-6: Generation X Traits Favoring Investment in 401(k) Plan,
    2005 (U.S. adults age 25-39)
  • Table 7-7: Generation X Traits Favoring Use of Clothing/Specialty
    Store Credit Card in Last 30 Days, 2005 (U.S. adults age 25-39)
  • Table 7-8: Generation X Traits Favoring Use of Visa Credit Card in
    Last 30 Days, 2005 (U.S. adults age 25-39)
  • Table 7-9: Selected Home-Related Behaviors and Opinions: Adults
    Overall, Generation Y, Generation X, and Baby Boomers, 2005 (U.S.
    adults)
  • Table 7-10: Generation X Traits Favoring Purchase of Power Lawn &
    Garden Equipment in Last Twelve Months, 2005 (U.S. adults age
    25-39)
  • Table 7-11: Generation X Traits Favoring Purchase of Outdoor Gas
    Grill in Last Twelve Months, 2005 (U.S. adults age 25-39)
  • Table 7-12: Generation X Traits Favoring Shopping at Ikea in Last
    Three Months, 2005 (U.S. adults age 25-39)

  The Adults of Generation Y in the U.S.: Hitting the Demographic,
  Lifestyle and Marketing Mark

  Chapter 1: Executive Summary

  Scope and Methodology

  Scope of Report

  Report Methodology

  Gen Y Cohorts

  The Simmons Index System

  BIGresearch Data

  Market Overview

  Shared Sensibilities, From Tykes to Twenty-Somethings

  Market Focus: Gen Y Adults Age 18-29

  Gen Y Adults Number Approximately 40 Million

  • Figure 1-1: Gen Y Adults by Age Cohort, 2007(percent and number of
    U.S. adults age 18-29)

  Gen Y Population Spread Across Marketing Regions

  Hispanics a Powerful, Growing Minority

  To
  order this report:
  Generational
  Market Research Bundle: Baby Boomers, Gen X and Gen Y^[4]

  http://www.reportlinker.com/p0109228/Generational-Market-Research-Bundle-Baby-Boomers-Gen-X-and-Gen-Y.html^[5]

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  Sentiment Analysis

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