According to eMarketer, “Boomers spend more time and money online than any other demographic.” So why are marketers literally ignoring baby boomers—simple ignorance.
Boomers may not be talking the talk, but they are walking the walk. Sorry Millennials (you only spent an average of $429 online) 18 to 34 year olds; sorry Gen X (you only spent $581 online) 35 to 46; and hurrah to Boomers (who spent an average of $650 online) according to Forrester Research. Plus there are more Boomers than Gen Xers and Millennials so the average is even more meaningful.
Even mobile use by Boomers is expected to boom over the next four years.
So what gives? Why are marketers ignoring the boomer market online? After speaking with many students in college classes and young marketing directors, I think it is because they consider the Internet “their” media. Boomers had TV, radio, newspapers and magazines. Youngsters own the Internet. Only one problem, the Boomer market is so large it changes everything it touches.
You can ignore Boomers on the Internet, but the smart marketers (with more experience) look past perception and buy media based on reality.
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