Mattress Metrics: Good news, bad news for Gen Y demographic group

David Perry -- Furniture Today, February 13, 2012

This week we continue our examination of sleep data for key consumer demographic groups. Gen Y consumers - those between the ages of 19 and 29 - represent an important target group for bedding marketers. These are new parents and college graduates making their own way in the world. They are likely to be in the market for a new bed.
This survey data from the National Sleep Foundation provides important insights on this group. Some of the news is good: Most of the consumers report that they are getting adequate sleep. But a high percentage - 67% - reports waking up un-refreshed. A new mattress may be part of the answer for those consumers.
Gen Y consumers are heavy users of technology in the hour before trying to go to sleep, with 42% texting in that hour. Cell phone use is high in that hour, with 67% of those consumers using cell phones. Computer use is also high, with 60% of those consumers going online. All of those factors can make it harder for those consumers to sleep well that night.
Retail sales associates can use this information to help those consumers get a better night of sleep. Alerting them to the importance of quiet time at the end of their day can help them better prepare for sleep.

Gen Y

Sleep patterns of Gen Y (ages 19-29)

Average weekday wake time: 6:58 a.m.

Average weeknight hours slept: 7 hours and 1 minute

Percent getting inadequate sleep on weeknights: 23%

Average weeknight bed time: 11:58 p.m.

Results of sleep for Gen Y

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

Key take-away
RSAs who know key sleep characteristics of their customers are that much closer to making the mattress sale. And they are positioning themselves as health professionals — not just mattress salespeople. That elevates their level of professionalism, boosting their chances for success on the retail sales floor.