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David Perry

With fewer bedroom distractions, Baby Boomers getting good sleep

MattressWe wrap up our look at the sleep habits of four key consumer groups by looking at that most famous of demographic groups: The Baby Boomers. This big and widely studied group has provided the buying power that has fueled the mattress industry for years.
     And poll data from the National Sleep Foundation indicates that the Boomers have learned how to get a good night of sleep. Age sometimes brings its rewards.
     Fewer Baby Boomers say they are getting an inadequate amount of sleep on weekdays than Gen Z and Gen X consumers, and fewer Boomers report waking up un-refreshed than consumers in the Gen Z, Gen Y and Gen X groups. Still, 55% of the Boomers say they wake up feeling un-refreshed, and, yes, that means they may be in the market for a better bed.

Boomers

Sleep patterns of Baby Boomers
(ages 46-64)

Average weekday wake time: 5:57 a.m.

Average weeknight hours slept: 6 hours, 49 minutes

Percent getting inadequate sleep on weeknights: 24%

Average weeknight bed time: 10:58 p.m.

Results of sleep for Baby Boomers

Source: National Sleep Foundation’s 2011 Sleep in America Poll, Communications Technology in the Bedroom

     As we've noted previously, this NSF data provides fascinating sleep snapshots of key consumer groups. Savvy retail sales associates can share this data with their customers to show them that consumers of different ages have different sleep lives. And consumers are always interested to see how they compare to other consumers in their age groups.
     The Baby Boomers are far less likely to be texting in that hour before they try to go to sleep. Just 5% of the Boomers say they text in that hour, compared to 56% of Gen Z consumers, 42% of Gen Y consumers and 15% of Gen X consumers.

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