At 56.7 million, boomers make up the largest group of users in the US Internet population. They view the Internet as a tool, a way to get things done—but not as a lifestyle or source of entertainment the way their younger counterparts do.
The Boomers Online report examines the impact this huge generation of users is having on all elements of Internet usage, commerce and development.
Boomers offer a huge target for marketers in almost all categories. But marketers would be mistaken to treat them all alike.
Older boomers (ages 54 to 62) use media more like the “matures” who precede them. They get most of their news offline and go online for further information, but their kids are teaching them to send text messages.
Younger boomers (ages 44 to 53) act more like Gen X online. They watch more video online than older boomers and are avid texters. They participate in social networks—though not with the fervor of their children. All boomers, however, prefer e-mail to instant messaging.
Key questions the “Boomers Online” report answers:
- How many boomers are online? - What can advertisers do to reach them online? - How brand-loyal are boomers? - What type of content appeals to them? - What media do boomers use most often? - How do they use mobile communications? - And many others
The Boomers Online report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.
