Target audience: Baby Boomers in the United States

Statista Consumer Insights report

Target audience: Baby Boomers in the United States

This report offers the reader a comprehensive overview of Baby Boomers in the United States: who they are; what they like; what they think; and how to reach them. It provides insights on their demographics, lifestyle, opinions, and marketing touchpoints. Additionally, the report allows the reader to benchmark Baby Boomers in the United States (''target audience'') against the average U.S. consumer, labelled as ''all respondents'' in the charts. The report is updated quarterly and is based on data from the Statista Consumer Insights Global survey.

Table of contents

Selected insights on target audience: Baby Boomers in the United States

  • 38% of Baby Boomers have a medium annual household income
  • Traditions, safety, and security are relatively important to Baby Boomers
  • 72% of Baby Boomers are laggards or in the late majority of innovation adoption
  • A relatively high share of Baby Boomers think that rising prices, inflation & cost of living are issues that need to be addressed
  • Baby Boomers remember hearing ads on music portals and streaming services less often than the average consumer

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