CORRECTING and REPLACING Capturing the Heartbeat of Baby Boomers: JWT BOOM and BoomerEyes/C&R...

CORRECTING and REPLACING Capturing the Heartbeat of Baby Boomers: JWT BOOM and BoomerEyes/C&R Research Unveil Fourth Annual Boomer Trend Monitor

SAN FRANCISCO--(Business Wire)--In the boilerplate for BoomerEyes, URL in the last sentence of
release dated Jan. 7, 2008, should read: www.crresearch.com.

The corrected release reads:

CAPTURING THE HEARTBEAT OF BABY BOOMERS: JWT BOOM AND
BOOMEREYES/C&R RESEARCH UNVEIL FOURTH ANNUAL BOOMER TREND MONITOR

Boomers are the largest demographic segment of the population
today. The 78 million Boomers spend about $2 trillion annually, and
due to shifting demographic patters, many marketers who have
traditionally focused their efforts on 30- to 44-year-olds are turning
their focus to the Boomer market. JWT BOOM, in partnership with
BoomerEyes/C&R Research, has released the fourth annual Boomer
Heartbeat - the annual trend monitor that explores Boomers and their
life stages - today and as they evolve in the coming years.

Each year the study highlights timely, relevant issues that help
business professionals better understand Boomers and their many
dimensions. This year's study focused on three key issues: 1) the
impact of being an Empty Nester; 2) the role of technology and media
in Boomer's lives; and 3) the role of employment and the workplace in
Boomers' lives.

"The focus on Boomers and their attitudes is extremely important
to the marketplace," says Lori Bitter, President of JWT BOOM. "One of
the most widely held, but completely inaccurate marketing assumptions
is that brand loyalties are developed when consumers are young and
impressionable. That mindset couldn't be more wrong, as it's proven
time and again that the Boomer group is very open to trying new
products and experiences. This creates tremendous opportunities for
companies that provide products and services to older consumers.

"The fastest growing segment of the population over the next five
years is the 60 to 64 cohort comprised of the leading-edge Boomers,"
Bitter continues. "The number of people aged 50 to 64 will increase by
8.1 million, while the number of 30 to 44 year olds will actually
shrink to 2.7 million. This shift in the population has broad
implications for the economy, as well as individual businesses that
need to accommodate this age wave. This study is designed to provide
an up-to-date annual look at who the Boomers are, and to help clients
keep pace with this important population whose influence truly is a
phenomenon."

Empty Nesters Embracing the Lifestage

A sizable proportion of Boomers is very new to the Empty Nest
lifestyle, and so is experiencing a time of great change and new
opportunities. While about one-third of Empty Nesters are sad that
their children have left the home, the majority cite freedom, more
time for themselves and the opportunity for closer relationships with
their spouse as the benefits of Empty Nesting.

Other highly valued perks include a better quality of life now
that they have more time to take care of themselves, and the time and
money to enjoy doing new things that they never would have done
before. This presents a great opportunity for marketers to show how
their products and services fit into this new lifestage. Empty Nesters
have new needs, desires and activities as they rediscover themselves
and their partners.

The Role of Technology in Boomers' Lives

While Boomers have witnessed much change during their lives, the
technology revolution and its near constant introduction of new
products is one of the most influential changes impacting Boomers'
lives. Two key primary benefits of technology that are resonating most
strongly with Boomers are that technology is saving them time and
making their lives easier.

Like Gen Xers and Matures, Boomers are using the Internet and
their computers for a wide variety of needs. At the top of the list is
email, which is nearly universal. Online shopping appears to be the
norm as well, with about 7 in 10 consumers shopping from the
convenience of their home. As Boomers age and health-related issues
become more common, nearly three-fourths are seeking health-related
information online.

In addition, about half of all Boomers are playing games and
downloading pictures. Downloading music and dating are far less
common. And while 32 percent of Boomers are visiting online
communities, blogging is far less common, with only one in ten Boomers
having ever blogged. However, growth in this area is anticipated as
Boomers begin to see the benefits of blogging and how it connects them
with others.

Boomers have embraced technology and the Internet and are likely
to stay wired as they mature. For Boomers, technology is the vehicle
to the specific benefits and advantages, and not the end result.
Marketers need to understand that content and user experience are the
priority, and that Boomers want products and services that help them
stay connected with family and friends, make their lives easier, save
them time and enable them to enjoy their lives.

Employment: Work Status and Retirement

Work plays a major role in the lives of most Boomers, as
approximately two-thirds of them are still working. Among Boomers that
are employed, 75 percent work full-time, 18 percent part-time and
another 5 percent are working in a more limited capacity. Although
most are still working full-time, as a group they are transitioning
into the next phase of their lives. As a result, a new category of
work is emerging for Boomers in their late 50s and beyond - working
while in retirement. While last year Boomers were generally more
pessimistic about their debt and retirement savings, this year's study
indicates that their outlook has improved, with those perceiving that
their retirement savings is above average having increased from 13
percent to 18 percent.

BoomerEyes

To address marketers' critical need to understand the diverse and
complex Boomer population, C&R Research launched BoomerEyes. The
full-service BoomerEyes division offers a wide range of products and
specialized services to meet the divergent needs of clients. From
strategic research design to exceptional execution to insightful
analysis, the focus is on providing outstanding custom-designed
quantitative and qualitative market research. For more information
about BoomerEyes go to www.crresearch.com

JWT BOOM

JWT BOOM (www.jwtboom.com) is the premier integrated marketing
firm that specializes in consumers 45+, providing results-driven
strategy and execution to help clients build profitable and lasting
relationships with Boomer and mature consumers. The results-driven
strategies grow from the group's proprietary research, consumer
models, understanding of the consumer-brand relationship, and decades
of experience communicating with mature consumers.

JWT BOOM serves a variety of housing, health care, financial
services, travel, packaged goods and home improvement clients
nationwide.

JWT BOOM
Lori Bitter, Senior Partner, (415) 615.0710 X233
Lori.bitter@jwtmmg.com

Copyright Business Wire 2008