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RESOURCES:white paper

THE LUMINOSITY BOOMERANG CONSUMER STUDY: Household Dynamics Shift As More Young Adults Return Home To Live With Their Parents

JUNE 2010

The Luminosity Boomerang Consumer Study, conducted in March-May 2010, was performed to help marketers better understand the lifestyles, attitudes and purchasing habits of Boomerang Consumers as an emerging and important target audience.

The Boomerangers in the study are college graduates, between the ages of 22 and 29 who are single, have full-time jobs and live at home with their parents. The Boomerang Generation is a subset of the Millennial Generation, sometimes known as Gen Y. This Boomerang segment has become more prevalent recently given changing economic conditions, the growth in multi-generational households and evolving relationship dynamics between today’s young adults and their parents.

The mobile marketing research study includes statistics, photographs and insights about Boomerangers such as:

Boomerangers don't fit the "slacker" stereotype as depicted by previous generations. Many of them (35%) are making what they consider to be a smart decision to move back home to save money for specific life goals
Household decisions and purchases are increasingly being made by Boomerangers, rather than their parents. For example, 80% of the segment participates in purchasing groceries for the household

The Luminosity Boomerang Consumer Study is essential reading for any youth marketer or follower of youth trends. The research study was conducted using the Luminosity Marketing Real-Time Lifestyle Map ®, a proprietary marketing research tool that utilizes mobile research technology to collect qualitative and quantitative information from participants using surveys, photographs, and GPS capture in a real-world setting and on a real-time basis.

	Please download the Executive Summary for an overview of the study including key statistics about Boomeranger’s lifestyles and habits. To download the summary, please input the information on the left' and click the “Download Now” button.

To set up a presentation of the study for your company by the Luminosity Research Team, or to purchase the full 24-page study with detailed charts, photographs and additional insights for $495, please contact Candice Seiger, Associate Director, Research & Client Development at Luminosity Marketing (646-213-4860 or info@luminositymarketing.com).

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