Looming large as they do on the marketing and social landscape, Boomers are often talked about as one big group. They are a big group - 78 million - with big bucks to spend: one estimate puts annual expenditures by consumers 45 and older at $2.3 trillion.

But all those Boomers are people, with individual tastes and habits. To get a better handle on Boomers, and perhaps make them less daunting to marketers, BoomerEyes, a division of Chicago-based C&R Research, conducted its Boomer Heartbeat study. The online survey involved 1,100 interviews completed in August 2005.

From the survey results, BoomerEyes identified four segments, with attributes that define Boomers by their attitudes and behaviors rather than merely their age. The segments, as detailed below from a BoomerEyes press release, include: Looking for Balance Boomers, Confident & Living Well Boomers, At Ease Boomers and Overwhelmed Boomers.

Looking for Balance

  • Represent 20 percent of all Boomers.
  • Skew slightly younger than other segments.
  • Active and busy but also feel inundated by all they have to do.
  • Most likely to have kids living at home.
  • Have average household income.
  • Worry about financial security (78 percent), the future (68 percent), job security (43 percent) and financing education for their children (41 percent).
  • Most often say they will work for as long as they can (66 percent).
  • Devote the most time of any segment to work (74 percent).
  • Don’t spend as much time with their family as they would like (57 percent).
  • Are strong advocates of technology. In fact, 77 percent say they are comfortable with technology and 62 percent say new technology plays an important role in their lives.
  • Convenience is key (82 percent).
  • Nearly all (91 percent) are driven to find ways to do things faster and more efficiently.
  • Early adaptors to new products and services - 92 percent say they like to try new things.
  • Eating right is important (88 percent). Nearly half (47 percent) have changed their diet for health reasons.
  • Say best years are still ahead (50 percent).

Confident & Living Well

  • Represent 23 percent of all Boomers.
  • Skew slightly older than the other segments and are the segment most comfortable with their age.
  • Highest income of all segments.
  • Most active of the Boomers and, most importantly, feel that they are in control of their lives (83 percent).
  • Budget money wisely (56 percent) and as a result are not concerned about their financial security or worried about job security.
  • Are not worried about the future (only 10 percent say so).
  • Health-conscious (59 percent): only 7 percent feel tired and don’t have much energy.
  • Travel is one of their favorite pastimes (93 percent say so).
  • 93 percent like to try new things.
  • Technologically-savvy: 91 percent say they are comfortable with technology. In addition, new technology plays an important role in their lives (77 percent).
  • Convenience and searching for ways to do things faster (83 percent each) are important.
  • Early adaptors - 32 percent like to be the first to purchase a new product or service.
  • Family-centric. They devote more time than any other segment to spending time with family (72 percent).
  • Believe they are in charge of their own destiny (85 percent).

Overwhelmed

  • Represent 22 percent of Boomers.
  • Index slightly younger than other segments (more likely to be 46-50 years old).
  • Lowest income of all segments.
  • Only group not happy about where they are today, which makes them different from the other three segments.
  • Not comfortable with their age.
  • Not in control of their lives. Only 8 percent feel they are in control and 45 percent feel alone.
  • Worry about financial security (85 percent) and the future (71 percent). They don’t feel like they budget wisely.
  • Are the least-active segment: 40 percent say they don’t lead an active and busy lifestyle.
  • Health is a concern: 65 percent are tired and lack energy.
  • Don’t eat well. Three-quarters say they know they should watch what they eat more than they do.
  • Less than half (48 percent) exercise once or more a week.
  • Not style-conscious - only 3 percent care about style and trends.
  • Are low-tech and nostalgic: 76 percent are comfortable with things they are familiar with.
  • Think best years are behind them (61 percent).
  • Less than half think they are in charge of their own destiny (45 percent).

At Ease

  • Represent 35 percent of the total Boomer population.
  • Index slightly higher on the 51-55-year-old age group.
  • Have average household income.
  • Have average debt and below-average retirement savings.
  • At peace with themselves, are very well-adjusted and have plenty of energy.
  • Accept change as part of life. More than half (54 percent) like to try new things.
  • Don’t worry about the future, job security or financial security.
  • Unlike other segments, they are not searching for convenient solutions or ways to do things faster.
  • Are the least comfortable with technology. Only 30 percent say technology is important.
  • Not the first to purchase a new product (5 percent) and are not style-driven.
  • Enjoy travel (68 percent).
  • Are least likely to work for as long as they can - only 44 percent plan to do so.
  • Engage in exercise and physical activity once or more a week (64 percent).
  • Feel the best years of life are the years they are in now (50 percent).