Seniors...who we define as Baby Boomers and Beyond. The number of Americans in the 55+ age group is growing six times faster than the rest of the population. Seniors control 80% of all financial assets. The mature market is credited with half of all discretionary spending in the U.S. 24% of second home owners are retired and spend an average of five times as much on their properties as those with one home. Seniors want to enjoy life, be physically fit, and remain independent.