Reach small-town baby boomers

Lower and middle-class boomer-aged households living in small towns

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Blue Sky Boomers


In Blue Sky Boomers, older, empty-nesting couples and singles have settled in small towns and waterfront resorts in anticipation of their retirement years. The three segments in this group are about evenly divided between married couples and widowed and divorced individuals. More than 80 percent are between the ages of 50 and 65. Most are white and have high-school educations and working-class sensibilities. These households tend to work in sales and service-sector jobs, supporting a resort economy in towns that offer weekend getaways and longer summer vacations for wealthier city dwellers.

Market Size

6.11 percent of U.S. households

Key Traits
Laid-back baby boomers Middle-class
Empty-nesters Discretionary incomes
Conservative investors Traditional family values
Outdoor activities Clubs and volunteering
Pragmatic shoppers Novel digital users
Digital Media Behavior

Still relative newcomers to digital media, Blue Sky Boomers are becoming increasingly comfortable with the Internet. The majority has a desktop computer at home, and they use the Internet like a virtual library, visiting sites for information on subjects that are near to their hearts, like cars, cruises, fishing and medical information. They also go online for business purposes, including banking, trading stocks, and shopping. Though they're not completely comfortable with new technology - they're more likely to go online using dial-up access than a wireless connection or a mobile phone - they've made,, and some of their favorite sites.

Reach Blue Sky Boomer Households

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