With estimated assets over 24% higher than the average U.S. household, Baby Boomers (born 1946-1964) tend to allocate their wealth slightly more conservatively toward deposits and bonds compared to the average U.S. consumer. Since 2011, Baby Boomers have made a modest, less than one percent shift from deposits to mutual funds, while their allocation toward stocks has stayed about the same. Boomers control about 65% of all bond assets, with average bond balances over 73% higher than the average U.S. household. Let’s take a deeper look at Baby Boomers’ portfolio, and then contact us to better understand how your target segments invest.
Baby Boomers Financial Habits
Baby Boomers are more likely than the average investor to portray these financial behaviors:
- Prefer credit/debit cards that offer airline miles, hotel and car rental awards, and gifts
- More likely to turn to brokers for advice or price quotes
- Prefer to contribute to arts/cultural organizations
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