Due to its large size, the Baby Boom generation has had a significant impact on society, business, and the economy. The impact of the generation has been felt in all areas of consumer spending, from increased sales of baby products when they were young; to rising demand for houses as they set up their own households; to growth in retirement savings vehicles as they prepare for their senior years.

Members of the Boomer generation share many characteristics, making it possible for companies to target the group as a whole. But there is also considerable diversity. Boomers are more racially and ethnically diverse than older generations, for example. Since the generation spans 19 years, members are in different life stages.

Up-to-date consumer research helps companies target specific categories of boomers and develop products that take advantage of the changes in this important generation. This report examines the demographics and consumer lifestyle of adults aged 35 to 54. Specifically, this report covers:

--DEMOGRAPHICS: population and household numbers, gender ratio, race and Hispanic origin, marital status, presence of children in the household, homeownership, employment, and income

--SPENDING PATTERNS: Expenditures on housing, transportation, food and beverages at home and away from home, health care, entertainment, and other expenditures (including insurance and pensions, cash contributions, education, personal care products and services), tobacco products, finance charges, legal and accounting fees, and funeral and cemetery expenses)