Another big missed opportunity for marketers: unmarried Boomers. A new report from Marketresearch.com notes that unmarried adults head up half of all U.S. households, and 43% of those are over age 45. It’s a highly attractive target audience, notes MediaPost’s Marketing Daily:

Single Boomers are particularly interested in experience-oriented travel, luxurious personal care products and spas, and mind-body services, as well as products for their grandchildren. Single Boomers ages 45 to 54 are as likely to use online dating services as 18- to-24-year-olds, and nearly half of those in this age group are interested in starting a new business. Next to married adults, single women are the largest group of home buyers. Last year, they accounted for a record high of 22% of all home sales, versus 9% for unmarried men.

As they so often do, marketers blow this opportunity by stereotyping the consumer as “mature” and “older,” rather than understand the broad range of needs and interests. Too bad.

The full report is available for download, but it’s expensive.

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