Baby Boomers
The following section details the 4 Baby Boomer codes.
- Super Suburbs (5.0%)
- Reside throughout the UK but less likely to be in London
- Tend to be directors of companies or in upper management positions
- Read the Daily Telegraph and are likely to have 2+ cars in the household
- Have high levels of medical insurance and are highly responsive to direct marketing, purchasing high value products
- They shop at high end supermarkets and online
- Buoyant (2.4%)
- Youngest code of the Baby Boomer segment
- Lots living in London or on the edge of towns
- Big charity donors to a full range of charities including third world
- Largest users of direct mail of all the Citizen codes, purchasing high value products
- Big Cars (5.9%)
- The most established and wealthiest of the codes
- Multi car households with lots of prestigious models
- Described as Bon Viveur - enjoying the good things in life
- Take multiple holidays too far off destinations
- Are highly responsive to direct marketing, making high value purchases
- Professional Townies (1.5%)
- A relatively small group of Baby Boomers living in large cities with arts and culture
- The most active charity givers of the Baby Boomers
- Their age range is large and they are less likely to have children living at home
- They take multiple holidays too far off destinations
- Are highly responsive to direct marketing, making high value purchases
Overview
The Baby Boomer segment makes up 15% of the UK population and is deemed to be the most affluent Citizen segment. Baby Boomers tend to be aged 40-65, are high earners and big spenders and reside in low crime areas on the outskirts of towns.
Media & Shopping
Baby Boomers are very responsive to mail order, purchasing a wide range of products, as well as donating large amounts to all charity causes. They enjoy the good life, taking 2+ holidays a year, owning at least 2 cars within the household and spending lots on supermarket home deliveries. They read the quality newspapers and use the internet to find the best deals on things like insurance and financial products.
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