In the four years I?ve been writing about baby boomer consumers, I?ve been looking for information on how many baby boomers travel. A recent study from Scarborough Research, a market consumer research firm, offers information on boomer travel and other activities.
In the past 12 months boomers have traveled to attend a professional sporting event, 36 percent; attend live theater, 22 percent; visit an art museum, 14 percent; attend a rock concert, 12 percent; and go to the symphony or opera, 9 percent.
And boomers like to dine out ? they?re 11 percent more likely than all American adults to have eaten at a seafood restaurant or steakhouse in the past 30 days.
Boomers are also 9 percent more likely than all U.S. adults to have traveled domestically for business or vacation purposes in the past year and 3 percent more likely to travel abroad for business or vacation purposes in the past three years.
For example, in the past three years, 9 percent of boomers have visited Europe and 12 percent vacationed in the Caribbean. Gambling also is a draw with, in the last year, 9 percent of boomers visiting Las Vegas and 34 percent visiting a casino.
In addition to traveling, eating out, and gambling, many boomers are spending money to make their home lives more entertaining.
Nearly half, 45 percent, of boomers live in a household with a digital video recorder and 30 percent live in a household with a video game system.
Boomers are 21 percent more likely than all American adults to live in a household with a pool, hot tub, or spa and 7 percent of boomers live in a household with a motorcycle.
In addition, boomers take pride in the appearance of their homes as 27 percent have had landscaping done in the past year, and they?re 21 percent more likely than all American adults to have spent $10,000 or more on home improvements in the past year.
Boomers can be found reading national news, 28 percent; making travel reservations, 23 percent; and gaining medical services and information online, 14 percent.
On the radio, boomers listen to adult contemporary, 30 percent; news and talk, 28 percent; and classic hits, 25 percent.
The kinds of television shows boomers typically watch are movies, 57 percent; local evening news, 53 percent; comedies, 47 percent; and local morning news, 44 percent.
Boomers are 22 percent more likely than all American adults to be employed full-time and are 32 percent more likely to own a home valued at $500K or more. They are 23 percent more likely than all American adults to have an annual household income of $100,000 or more and are 9 percent more likely to hold at least a college degree.
Scarborough defines boomers as age 45 to 64, unlike the usual definition, 47 to 66 or born between 1946 and 1964.
For more information for boomer consumers, see my blog The Survive and Thrive Boomer Guide.
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