If you still have doubts about whether baby boomers and seniors are online, just take a look at the recent report from the Pew Research Center. You’ll see that their activities are as wide ranging as the younger generations. But there is another noteworthy data point, the differences in how younger and older boomers use the web can be very, very different. If your business is baby boomers, deciding how you use the Internet to reach these two groups is really important.
For example, younger boomers, ages 45-54 are more likely to watch videos online (49%) than older boomers age 55 to 63 (30%). But when it comes to looking for health information, 81% of older boomers are researching online compared to 74% of younger boomers.
Here’s what younger and older boomers are doing diffrently online (first number is younger boomers):
Use social networking (20% , 9%)
Download podcast ( 19%, 12%)
Get job info (43%, 36%)
Buy a product online (68%,72%)
Watch videos online (49%, 30%)
Younger and older baby boomer online users have some similar online behaviors as well: use a search engine (905,89%); read blogs (27%, 25%); use email (90%); travel research and purchase (69%,66%); and research a product (82%, 79%).
At the What’s next Boomer Business Summit (www.boomersummit.com) we’ll be looking at how to use social media to reach boomers, blogging, search strategies and Google adwords to market to baby boomers. Betsie Gambel, Senior Vice President, Keating Magee will be presenting research and recommendations on how to reach older boomers. Bill Leake, Apogee Search, will be talking abou search engine optimization; Sam Decker, chief Marketing Officer, Bazaarvoice will be talking about how ratings and reviews can engage your boomer audience online.
The Pew Internet research, Generations Online in 2009 is available at: www.pewinternet.org
How do online users breakdown by generation:
Generation Y -30%;
Generation X, 23%;
Younger Boomers, 22%,
Older Boomers, 13%,
GI Generation 4%.
So, the boomers make up a total of 35% of the online users — a market worth pursuing!