So what is the Boomeranger generation buying?

Last June I wrote about the the Luminosity Boomerang Consumer Study.

The company has published the second part of its study about the purchasing habits of the Boomerang generation - young adults living at home.

The first part of the study was about segmenting the generation. The second part gives some insights into how living at home with mum and dad affects their purchasing.

The results of the study revealed that Boomerangers are more independent shoppers than previously suspected and for most everyday items, and even identity purchases, Boomerangers are more value-conscious than brand-centric. Long live own-label seems to be the purchasing cry of the Boomerangers - not surprisingly since they strapped for cash. Dick Stroud