10 Things You Might Not Know about Baby Boomers.

They are more likely to vote, play the Lottery and remodel their home

Almost one-quarter lack medical insurance

NEW YORK -- Baby Boomers--those consumers born between 1946 and 1964--are more likely than the general adult population to vote, play the Lottery, do home remodeling or live in a household that owns/leases at least three vehicles, according to Mediamark Research Inc.'s BoomerView.

Asked about particular behaviors in the last 12 months, more than one-half of Boomers (55%) report that they voted in a federal, state or local election, almost one-third (30.8%) undertook a home remodeling project, and 41% say they played the Lottery -- making them 22%, 21% and 18% more likely than the general adult population to have engaged in these activities, respectively. Moreover, perhaps driven in part by Boomers' relatively high incomes and wealth, 35.6% report they live in a household that owns or leases 3+ vehicles.

BoomerView is a set of generational segments in the Survey of the American Consumer[TM] that provides a detailed view of the Boomer market, as well as the generations that precede and follow it.

Boomers are an optimistic group. Almost four in 10 Boomers (39.1%) believe that they and their household will be better off financially one year from now. (And, close to 90% believe they will be either financially "better off" or "the same" one year from now.)

However, according to BoomerView data, a fairly large portion of Boomers are potentially unprotected financially should they face serious medical issues. Almost one-quarter (23.3%) report that they have no personal medical, hospital or accident insurance.

"Each week seems to bring an announcement of another major marketer targeting the large and affluent Baby Boomer segment," said Anne Marie Kelly, Vice President of Marketing and Strategic Planning at MRI. "BoomerView makes understanding the purchasing behavior, lifestyles and media consumption of these consumers an easier process; it helps marketers find their 'sweet spot' for reaching and selling Baby Boomers."

About MRI...

Founded in 1979, MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of products and their lifestyles and attitudes.

MRI is the country's leading provider of magazine audience and multimedia research data. The company releases data from Survey of the American Consumer (adults 18+) twice yearly, in the spring and fall. MRI data have become the basic media-planning currency for the majority of the media plans that are created each year by national advertisers and their agencies. The company's in-home interviews each year represent the biggest survey of its kind.

MRI is part of GfK Group AG, Nuremberg, Germany. For more information, please visit www.mediamark.com.