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  • David Perry

Mattress Metrics: Sleep patterns of Baby Boomers

With fewer bedroom distractions, Baby Boomers getting good sleep

We 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.
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.

Key take-away
Baby Boomers are more focused on the importance of getting a good night of sleep, but many still wake up feeling un-refreshed. The right bed could change that.

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