THE LUMINOSITY BOOMERANG CONSUMER STUDY PART II: A Perception Shift in the Purchasing Habits of
Young Adults Living at Home

FEBRUARY 2011

Boomerang consumers are not as impulsive as their parents and marketers may believe, according to this marketing research study by Luminosity Marketing. Our findings uncovered that eighty-five percent (85%) of their purchases are preplanned.

This, the second part of the Luminosity Boomerang Consumer Study, focuses mainly on the purchasing habits of Boomerangers and includes statistics, photographs and insights. The results of the study revealed some surprising insights that marketers can leverage to connect with this growing segment. Highlights include:

• Boomerangers are more independent than previously expected
• For most everyday items, and even identity purchases, Boomerangers are more value conscious than brand-centric

The Luminosity Boomerang Consumer Study, conducted in March-May 2010 and published in two reports, 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 Luminosity Boomerang Consumer Study is essential reading for any youth marketer or follower of youth trends. The Study was conducted using the Luminosity Marketing Real-Time Lifestyle Map®, a proprietary 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. This methodology revealed interesting shopper insights about Boomerang consumers.

	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 please contact Candice Seiger, Associate Director, Research & Client Development at Luminosity Marketing (646-213-4860 or info@luminositymarketing.com).

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