BALTIMORE, MD – Vertis, a leading provider of targeted advertising, media, and marketing services, today announced the results of its proprietary “Customer Focus® 2005: Financial” study, which reveals that retirement plans are the main financial goal for men and women alike. According to the study, 84 percent of younger Baby Boomers (1956-1964) and 52 percent of Generation Y (1977-1987) adults consider retirement a priority among their financial objectives.
“Proposed changes in the Social Security system may have increased the need for adults among various generations to be more concerned about their financial future,” said Janice Mayo, senior vice president, marketing, at Vertis. “This need creates an opportunity for financial institutions to communicate with consumers about the different products and services they offer. Since direct mail has proven to be an effective method for reaching the right audience, marketers should consider integrating it into their campaigns.”
The study also found that of the adults surveyed who read financial direct mail, younger Baby Boomers are most likely to read information on banking services, while Generation X adults read mail on mortgage services. Additionally, 54 percent of adults with a household income of $75,000+ are more interested in reading information on investment or retirement options.
The Vertis “Customer Focus® 2005: Financial” study shows the following additional findings, which provide insight into the differing financial behaviors of adults based on generation and income.
Retirement increasing as primary financial goal for most adults since 2002
- 72 percent of the total adults surveyed in 2005 said retirement is included in their current financial goals, compared to 67 percent in 2002
- Of the Generation X adults surveyed (1965-1976), 85 percent have made retirement a priority in their financial goals, compared to 76 percent in 2002
- Similarly, 87 percent of Older Baby Boomers (1946-1955) claim retirement plans are a priority among their financial goals, an increase of 11 percent from 2002
Household income influences financial goals
- 65 percent of affluent adults with an income of $75,000+ said that their financial goals include general investing
- In comparison, 29 percent of adults with more modest household incomes of less than $30,000 claim that general investing is included in their current financial goals
- Additionally children’s education is a main concern for 42 percent of these adults Compared to 51 percent of adults with an income of $75,000+, who claim children’s education is part of their financial goal
Eliminating debt and buying a home are high priorities among various generations
- Of the Generation X adults surveyed, 72 percent identified reducing debt as a financial goal, compared to 63 percent in 2002
- 65 percent of Older Baby Boomers consider eliminating debt a part of their financial plan, compared to 53 percent in 2002
- 51 percent of Generation Y adults stated that buying a home is among their financial goals, compared to 40 percent in 2002
- Of the Younger Baby Boomer respondents (1956-1964), 33 percent have plans to purchase a home, compared to 26 percent in 2002
Services received from banks other than primary checking account
- 26 percent of adults with a household income of $30,000 – $50,000 have a savings account in the same financial institution as their primary checking account
- 19 percent of adults with a household income of $75,000+ reported they have a credit card and primary checking account in the same bank
- 11 percent of adults with a household income of $50,000 – $75,000 reported they have a cash reserve and a primary checking account in the same financial institution
- 10 percent of adults with a household income of $75,000+ have their mortgage loan at the same bank as their primary checking account
