Principles of Marketing

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with some of the age groups most commonly segmented in the United States. They are shown in Table 5.2
"U.S. Generations and Characteristics". Into which category do you fall?

Table 5.2 U.S. Generations and Characteristics

Generation Also Known As

Birth

Years Characteristics

Seniors

“The Silent Generation,” “Matures,”

“Veterans,” and “Traditionalists”

1945 and

prior

Experienced very limited credit growing

up

Tend to live within their means

Spend more on health care than any other

age group

Internet usage rates increasing faster

than any other group

Baby
Boomers

1946–

1964

Second-largest generation in the United

States

Grew up in prosperous times before the

widespread use of credit

Account for 50 percent of U.S. consumer

spending

Willing to use new technologies as they

see fit

Generation
X

1965–

1979

Comfortable but cautious about

borrowing

Buying habits characterized by their life

stages

Embrace technology and multitasking

Generation
Y

“Millennials,” “Echo Boomers,” includes

“Tweens” (preteens)

1980–

2000

Largest U.S. generation

Grew up with credit cards