Citizen Baby Boomers

Citizen Baby Boomers

6,939,000 Postal, Email and Telephone Numbers

Background

Baby Boomers are the most affluent of the Citizen segments.  They are age 40-65, are high earners and big spenders.  They live in low crime areas on the outskirts of towns or in the suburbs.  They have high usage of home shopping/mail order for a range of products and services including grocery deliveries.  They give to a range of charities and they take regular holidays.  They are more likely to have two cars, one of which will be a luxury model.  Financially savvy, they use online comparison websites to shop around for the best deals as well as using online direct sellers.   Their mobile phones are on contract.

Baby Boomers will respond to a wide range of offers including credit cards, mail order catalogues (particularly niche offers), quality newspapers, holiday companies, automotive offers (particularly prestige marques), mobile phone offers, ISPs and charities.

Baby Boomers can be broken down into 4 codes:  Super Suburbs (2.36m); Buoyant (1.12m); Big Cars (2.75m) and Professional Townies (690k).  These codes are selectable separately.