This definitive reference by a nationally recognized authority on the baby boom gives you all the demographic and spending data you need to target this influential generation. Focusing on the 35-to-54 age group, with many tabulations by income, education, and household type, the author adds percent distributions and other calculations to bring the trends into sharp focus. An extra plus is her thoughtful analysis and suggestions of how shifts within this enormous generation will affect everything from spending levels to demands for health care reform.
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The federal government's detailed demographic data, once widely available to all in printed reports, are now accessible only on web sites, where the data you want are buried in enormous spreadsheets, or by calling the appropriate government agency with a specific request. New Strategist's books make the job easy for researchers. While most of the data in The Mid-Youth Market: Baby Boomers in Their Peak Earning and Spending Years were produced by the government, the tables published in the book are not line-by-line reprints of the government's tabulations. Each table was individually compiled and created by the author, with calculations performed by her to reveal the trends. Each table tells a story about the baby boom, a story explained by the accompanying text, which analyzes the data and highlights future trends. This book is part of the American Generations Series, which includes Wise Up to Teens, Generation X: The Young Adult Market, and Americans 55 and Older: A Changing Market.
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