TV in the Bedroom More Important to Boomer Women Than Regular Sex, Continuum Crew Survey Finds

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New findings give insight into purchasing behaviors among mature consumers on personal technology and consumer electronics products.

sex on a regular basis

Continuum Crew – Engaging Consumers > 40, the nation's only fully integrated communications firm focused on the mature consumer, announced today the findings of their 2010 survey on mature consumer behavior and decision process on personal technology and consumer electronics purchases.

The survey report is part of the continual research conducted by Continuum Crew. The purpose of the survey was to understand the joint and individual habits of mature couples in making a range of purchasing decisions on technology products and services.

Among the findings are that Boomers(1) report independent purchase behavior, many mature consumers self-identify as being tech-savvy, and Boomer women report the important role technology plays in their lives.

Highlight findings on the subject of lifestyle are:

  •     A TV in the bedroom is more important than regular sex for Boomer women: Conventional wisdom was reflected in responses to sex within a couple/spousal relationship, as women's interest in sex is linked to and parallels their feelings about their relationship. Sex was ranked more important to men regardless of how they ranked their feelings of closeness toward their partner. In response to the question "What would you not be willing to give up?" both Boomer and Generation Ike(2) female respondents said it was "television in the bedroom" versus the males' top response that it was "sex on a regular basis".
  •     Boomers reporting more independent purchase behavior: Boomers within a couple/spousal relationship report more independent purchasing behavior, which declines significantly with age and in the Ike generation. The more independent the Boomer partners are, the more money they spend without consulting each other. This is notable in product categories such as electronics.

"Ten years ago when we were more focused on the WWII cohort as the senior consumer, we made many assumptions in our targeting about who led the decisions in a household and who influenced decisions, and therefore how to talk with those consumers," said Lori Bitter, President, Continuum Crew. "In most categories, we were targeting a male head of household with influence from his wife. We have seen a shift as the financial power of Boomer women has grown – they have something their foremothers didn't have – access to education, opportunities and careers. The balance of household power is shifting and with this survey we wanted to understand if couples are really shopping for big-ticket items together or acting as individual consumers, particularly as electronics have become more personal, and how and what couples will spend individually without consulting their spouse."

Some of the highlight findings on respondents' technology savvy are:

  •     Mature consumers consider themselves to be tech-savvy: 38% of Boomers and 39% of Ikes consider themselves to be very tech-savvy, ranking themselves as a 7 or higher on a scale of 1 to 10 (10 being most savvy and 1 the least). Those who self-report being "tech-savvy" are most likely to recommend and/or refer products to others.
  •     More Boomer men than women think they are tech-savvy: For Boomers and all younger age cohorts, men were more likely to say they are very tech-savvy than women. Interestingly, Ike women were the only generation in the study to indicate they are as tech-savvy as the males in their cohort. 40% of Ike women said they are very tech-savvy versus 39% of Ike men. For Boomers 40% of men consider themselves to be very tech-savvy versus only 35% of women.

Some of the highlight findings on respondents' most valued technology products and services are:

  •     The Internet is the most valued service: 60% of both Boomers and Ikes say broadband connection at home was the most essential media service. Another 31% of Boomers and 26% of Ikes say it is "nice to have" but not an absolute necessity. Other common items included a wireless internet connection, a laptop, a digital camera, the Home and Garden Television (HGTV) channel and a global positioning system (GPS) device.
  •     Ike women care more about technology than Ike men: More than twice as many Ike women than men ranked a laptop as essential, and more than three times more for other items such as a GPS device and a digital camera. These items were also ranked higher in necessity among Boomer women versus Boomer men. Ike women are also more likely to say that they cannot live without a home broadband connection than any other cohort, including Boomers, Generation X(3), or Generation Y(4).

In interpreting the responses about respondents' most valued technology products and services, that women care more about technology than men speaks to the importance of the role technology products and services play in their daily lives. This is truer for Ike women than any other generation.

"An important implication for marketers is that men and women are likely to respond differently to consumer electronics and personal tech device product advertising," said Bitter. "While men may be early adopters and have a lot of interest in product features, women are much more likely to care about the product benefits and the way those benefits are conveyed. Women need to understand more explicitly how a technology product will make their life better or easier. The supposition, although it stills warrants further testing, is that once that product becomes integral to their lives, women are more reliant on it and may be more inclined to upgrade or remain loyal. The difference in use and importance of technology in older consumers' lives has valuable marketing implications. When coupled with the willingness to make separate purchase decisions this information enables marketers to create a powerful sales model for
their target consumer."

The survey report Mature Consumer Behavior and Purchase Decisions on Consumer Electronics and Personal Technology Products is available for download at Lori Bitter's blog, Boomers in the Wild (

About Continuum Crew
Continuum Crew - Engaging Consumers > 40 is an integrated communications firm that focuses on helping businesses build lasting and profitable relationships with mature consumers. This includes offering services in consulting, research and planning, media strategy, creative, both traditional and online advertising, interactive, public relations, and both digital and traditional targeted engagement. In 2010, Continuum Crew was named on Entrepreneur magazine's 100 to Watch list. Continuum Crew is based in San Francisco, California. For more information about Continuum Crew, visit:, and Lori Bitter's Boomers in the Wild blog at:

1.    Baby Boomers (Boomers) are defined as the generation born between 1946 and 1964, according to the U.S. Census Bureau.
2.    Generation Ike (Ikes) are those born between 1934 and 1945.
3.    Generation X are those born between 1965 and 1974.
4.    Generation Y are those born between the mid-1970s and early 2000s.

Rosa Mangiardi        
Continuum Crew – Engaging Consumers > 40
415-295-4575 x12

This press release was distributed through PRWeb by Human Resources Marketer (SeniorCare Marketer: on behalf of the company listed above.


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Rosa Mangiardi
Continuum Crew, LLC
415-295-4575 ext. 12
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