ベビーブーム世代の退職者向け金融サービスのマーケティング：米国

Abstract

This report will help marketers develop communications to resonate with different segments of Baby Boomers.

Baby Boomers face unique challenges and opportunities as a result of changes in technology, workplace policies, economic conditions, healthcare, and public policy. These changes affect subgroups of the generation in different ways, depending on economic situation, lifestyle and attitudes.

Understanding the impact of these changes, and how segments of Baby Boomers approach diverse situations, will help financial services firms target products and services. An in-depth examination of Baby Boomer attitudes about finances can also help you understand ways to help pre-retirees with their financial planning.

Thus, this report examines:

• Attitudes toward finance and different types of financial service providers
• What types of planning Boomers have undertaken
• Which Boomers are most likely to have done some planning, and what barriers inhibit some from doing so
• Current ownership of financial products

Baby Boomers, the generation born between 1946 and 1964, are aged 43-61 in 2007.

Table of Contents

• Scope and ThemesWhat you need to know
• Methodology
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Attitudes toward financial services
• Retirement
• Retirement planning
• Barriers to retirement planning/savings
• How well prepared are Baby Boomers for retirement?
• Sub-group differences
• Usage of financial products and services
• Consumer Profiles Used Throughout the Report
• Demographics
• Psychographic cohort segments
• General Attitudes Towards Financial Services
• Selecting financial service providers
  • Figure 1: Opinions about shopping for financial services, by gender, January-October 2006
  • Figure 2: Opinions about shopping for financial services, by age, January-October 2006
  • Figure 3: Opinions about shopping for financial services, by Baby Boomer cohort, January-October 2006
• Attention to financial services media
  • Figure 4: Opinions about financial services media, by gender, January-October 2006
  • Figure 5: Opinions about financial services media, by age, January-October 2006
  • Figure 6: Opinions about financial services media, by Baby Boomer cohort, January-October 2006
• Attitudes toward risk
  • Figure 7: Agreement with: "investing in the stock market is too risky", by age, gender, demographic segment, and household income, January-October 2006
• Retirement Expectations
• Expected retirement age
  • Figure 8: Age individuals plan to retire, by age group, September 2007
  • Figure 9: Age plan to retire, by income, September 2007
  • Figure 10: Age plan to retire, by gender, September 2007
• Expected sources of income in retirement
  • Figure 11: Whether expect to receive a pension, by age, September 2007
  • Figure 12: Whether expect to receive a pension, by gender, September 2007
  • Figure 13: Whether expect to receive a pension, by household income, September 2007
• Expected retirement residence
  • Figure 14: Whether expect to move/sell house when retired, by age, September 2007
  • Figure 15: Whether expect to move/sell house when retire, by household income, September 2007
• Retirement Planning and Barriers to Planning
• Retirement planning
  • Figure 16: Types of financial planning done, by gender, September 2007
  • Figure 17: Types of financial planning done, by age, September 2007
  • Figure 18: Types of financial planning done, by household income, September 2007
  • Figure 19: Types of financial planning done, by education, September 2007
• Barriers to retirement savings and planning
• Conflicting priorities
  • Figure 20: Agreement with: "I am not focusing on my retirement because i have other financial concerns at the moment", by age, gender, presence of children, and household income, September 2007
  • Figure 21: Agreement with: "It is too difficult to make financial goals because life is so unpredictable", by age, gender, and presence of children, and household income, September 2007
• Lack of financial literacy
  • Figure 22: Opinions of financial literacy, by household income, January-October 2006
• Gender and financial literacy
  • Figure 23: Opinions of financial literacy, by gender, January-October 2006
  • Figure 24: Person in household who primarily makes the decisions as to how retirement savings should be invested, by gender and marital status, September 2007
• Financial literacy, by Baby Boomer cohort
  • Figure 25: Agreement with: "I know nothing about finances/investment", by Baby Boomer cohort, January-October 2006
  • Figure 26: Agreement with: "I know nothing about finances/investment", by demographic segment and gender, January-October 2006
• Attitudes toward savings
  • Figure 27: Opinions about savings versus spending, by gender, January-October 2006
  • Figure 28: Opinions about savings versus spending, by baby Boomer cohort, January-October 2006
• How Well Prepared are Baby Boomers for Retirement?
• Challenges facing Baby Boomers
• Feelings of financial security
  • Figure 29: Agreement with: "I feel secure financially", by household income, January-October 2006
  • Figure 30: Agreement with: "I feel secure financially", by age, January-October 2006
  • Figure 31: Agreement with: "I feel secure financially", by Baby Boomer cohort, January-October 2006
• Confidence in having enough money to retire
  • Figure 32: Agreement with: "I feel confident that I will have enough money when I retire", September 2007
• Perceptions of individual responsibility for retirement
  • Figure 33: Agreement with: "financial security for retirement is an individual responsibility", by age, January-October 2006
  • Figure 34: Agreement with: "financial security for retirement is an individual responsibility", by household income, January-October 2006
  • Figure 35: Agreement with: "financial security for retirement is an individual responsibility", by Baby Boomer cohort, January-October 2006
• Feelings of individual control
  • Figure 36: Agreement with: "I have control over my own financial future", September 2007
• Amount of retirement savings
  • Figure 37: Total invested in household' s retirement accounts (such as 401k, IRA, SEP, etc.) by age, September 2007
  • Figure 38: Total invested in household' s retirement accounts (such as 401k, IRA, SEP, etc.) by household income, September 2007
  • Figure 39: Total invested in household' s retirement accounts (such as 401k, IRA, SEP, etc.) by gender and marital status, September 2007
  • Figure 40: Total invested in household' s retirement accounts (such as 401k, IRA, SEP, etc.) by gender and marital status, for those who know their balance, September 2007
• Usage of Banking Products and Services
• Ownership of bank accounts
  • Figure 41: Banking accounts currently have, by household income, January-October 2006
  • Figure 42: Banking accounts currently have, by baby boomer cohort, January-October 2006
  • Figure 43: Banking accounts currently have, by gender and employment status, January-October 2006
  • Figure 44: Banking accounts currently have, by age, January-October 2006
• Primary bank
  • Figure 45: Primary bank, by household income, January-October 2006
  • Figure 46: Primary bank, by baby boomer cohort, January-October 2006
  • Figure 47: Primary bank, by household income, January-October 2006
• Usage of Investment Products and Services
• Types of investment accounts owned
  • Figure 48: Investment types currently have, by household income, January-October 2006
  • Figure 49: Value of investment accounts currently have for those who have each type of account, January-October 2006
  • Figure 50: Investment types currently have, by baby boomer cohort, January-October 2006
  • Figure 51: Investment types currently have, by gender and employment status, January-October 2006
  • Figure 52: Investment types currently have, by baby boomer cohort, January-October 2006
• Mutual fund companies
  • Figure 53: Mutual fund companies currently have, by household income, January-October 2006
  • Figure 54: Mutual fund companies currently have, by age, January-October 2006
• Few gender differences emerge in mutual fund companies used
  • Figure 55: Mutual fund companies currently have, by age, January-October 2006
  • Figure 56: Mutual fund companies currently have, by baby boomer cohort, January-October 2006
• Types of firms trusted
  • Figure 57: Types of firms trusted to give good retirement planning advice, by gender, September 2007
  • Figure 58: Types of firms trusted to give good retirement planning advice, by annual household income, September 2007
  • Figure 59: Types of firms trusted to give good retirement planning advice, by region, September 2007
• Marketing to Baby Boomers
• For every product, there is likely to be a large Baby Boomer niche
• Financial services marketers
• Advertising approaches
  • Figure 60: Geico print advertisement, 2007
  • Figure 61: Ameriprise print advertisement, 2007
  • Figure 62: Fidelity.com/Pete retirement planning print advertisement, 2007
  • Figure 63: Prudential print advertisement, 2007
• Profile of Retired Versus Employed Baby Boomers
  • Figure 64: Agreement with opinions by employment status, January-October 2006
• Appendix: General Attitudes by Age
  • Figure 65: Attitudes towards financial services, all respondents by age, January-October 2006