Hi Elaine:

As the 50-year-old executive producer of the rabble podcast network (http://rabble.ca/rpn) that has 120,000 subscribers, many of them Boomers (and ex-hippies), I'd have to say my life experience doesn't match yours. Yes, Boomers can be grumpy about tech, but many have successfully woven it into the fabric of their lives. In fact, once they've adopted tools like RSS feeds, tagging and podcast listening, they find they are saving time and/or spending "bank lineup" time more productively.

Likewise, friends my age who blog or instant message do it seamlessly as part of their online life. And, that online life is an important part of their social and professional existence.

I've also had the chance to work with a non-profit up here in Ontario made up of a good number of Boomers, all of whom are quite happily and productively using a wiki as their intranet and are sharing pictures, ideas, documents and events collectively and contentedly.

So, I'd argue that there are lots of Boomers who do and will pay attention to blogs, podcasts and other online social media. Besides, I can only assume, since you are communicating via a blog, you must at least hold some of that truth to be self evident.

Hi Elaine,

I, too, am a young 50 year old and while I'm a seasoned professional and work with technology every day, I totally get your points. Some of us, depending upon our personal interests or the demands of our jobs, get involved in some of these new communications tools, or not. I have plenty of friends and relatives who feel just as yours do. Regardless of this issue, let me say that I absolutely love your insights and your wit. Whenever I see a new Elaine Fogel post, I am sure to read it right away. You're the best. Regards, Claire

Thanks for your post, Wayne. You said all my magic words - nonprofit and Ontario, both of which were part of my former life in Canada!

I applaud your techno-savvy crowd, and yes, I do recognize that there are Boomers into new-age communication channels. I suppose our adaptation all depends on our jobs and how we were introduced to the these new channels. As I mentioned, I'm into them more than most of my friends are, probably because I'm a marketer.

I'd be curious to learn what our numbers are - how many of us are receiving information through some of these new channels. If you ever come across a study, please share it.

In the meantime, good luck with Rabble. And enjoy your Ontario summer while it's still warm. I know what's around your corner... :)

I'm with Elaine. I'm 51 and while I am aware of what is available on the internet I do not visit myspace, blogs, etc. to learn about new products. I tune out the ads on the websites I visit (mostly news websites in fact). I learn about products I would be likely to use from my peers. I don't enjoy reading off of my computer, and prefer the newspaper instead.

At 60, I am on the leading edge of the Boomer generation (not something to brag about). My clients--entrepreneurs, CEOs, COOs, CFOs, and CMOs mostly are Baby Boomers, as well. All of us use the new tools and stay on top of what is happening. As you can see, at least some of us participate in the new.

But your question refers to Boomers as customers. The answer remains the same: Integrated marketing. In reaching Boomers, we use both new technology as well as traditional tools, spiced with creativity and innovation.

While the tools continue to change, reaching audiences remains one where ingrated marketing is the answer, with more emphasis placed on the tools that reach the largest audiences best, without ignoring the others.

Claire, I am humbled and very touched by your comments. Thank you so much.

And, Alisa, I too, prefer to read the newspaper if the copy is long. I can manage short tidbits of info (like this blog and its comments) on the computer screen, but when there's a white paper or study, I find it easier to read from printed paper.

I think no matter what the age,using electronic means as a sole news source is short changing people from the depth and breadth that newspaper articles can offer. TV and radio news sound bytes cannot compare to op-ed pieces, commentaries and in-depth investigative journalism that dailies give us.

Elaine, I think you've hit on a trend. The responders thus far seem to be folks who are immersed in high-tech industry or providing neomedia.

Face it, we are still working for computers rather than the other way around. Computers should be like telephones. They should be everywhere, pay as you go, and simple; they are not. We shouldn't even think about them, let alone having to download, install, configure, hack, etc.

I don't know about you, but we read daily news online but borrow/buy books. We watch TV programming of our choice, when we want to watch it (thanks to DVR). The internet is like the world's largest, dynamic library to us.

Our kids are using all of the cell phone gadgets, ipods, etc because we've taught them that technology is a good thing. But there are studies stating that their generation is feeling despair at information overload.

So, I think Baby Boomers will adopt technology as it becomes easy to do so. We want convenience, not more features. We want inexpensive, not the-best-gear-on-the-planet.

We're probably "lucky" that gas is so expensive. Can you imagine all the Boomers out on the road on motorcycles, VW vans, RV's...all with their Left Turn signals flashing simultaneously?!

Best,
Tom

Hi Elaine: I think it's important to remember that many boomers have kids exposing them to new technologies. And the latter end of the boomers are in their early forties and quite adaptable to new technologies on their own. I agree that good communication needs a segmented approach (consistent messages delivered in channels that most effectively reach our target audiences).

Hi Elaine,

Everyone here has made very valid points. About a year ago, I discovered myspace, was fascinated, and had to get in the game. After months of research I realized that there was too much competition for Gen X & Y and decided to go after the AARP Crowd with more of a philanthropical approach. There are too many dating sites on the web and not enough sites that actually help people. The result is FriendsOver50.com

The fear was would the people "get it"? It seems they are, the trick is the same thing that made myspace succcessful- keep it simple.

The reality is that over the next 5-10 years the 50+ population is going to quadruple with people who have already adapted to modern technology. This is the place to be. Think in terms of Long -Term Strategy and all of your dreams will be realized.

~Alexander
It is about so much more than dating.........
FriendsOver50.com is a Free interactive online community for mature adults that want a new way to connect, communicate and share
information with people with similar interests, issues and challenges.

FriendsOver50.com is a place where we can make new friends, reconnect with friends of old and share meaningful information about improving our quality of life as we get older.

Tell your Mum to tell all her Friends to tell all their Friends!

Hi Elaine,

Interesting post. Alain Thys had a different take on this issue on this very blog last week:

The Consumer Isn't a Moron, She's Your Mum
http://www.mpdailyfix.com/2006/08/the_consumer_isnt_a_moron_shes.html

Thank you all for such wonderful insights and feedback.

Ann, I read Alain's post last week which made me think more about this topic. Maybe I look at the Internet, gaming and e-mail as the "old new" technology. I agree that Boomers and seniors over 65 are engaging in these activities in larger numbers. But, I would still question how many feel a comfort level with PDA's, RSS feeds, instant messaging and other "newer new" technology and communication channels. Wish we could see a study that could demonstrate the adaptations of these age groups.

I'd like to see a study, too, Elaine.

I also wonder if the market is fragmented -- for example, it seems retired (older) Boomers and those under 30 are adopting new technologies/channels...but younger boomers -- those with younger kids/aging parents to care for, careers to manage, etc. -- don't have the time/energy to explore emerging technologies quite so much. Just a theory....speaking as an exhausted younger boomer!

Wow, a lot of 50-year-olds in here! I had my 50th birthday just a couple of months ago. While I do know people who are technologically reluctant, I also know a lot who are keeping up with developments, despite needing reading glasses to see what they're doing!

I personally love technology: it enables me to do what I do without ever leaving my home!

I agree with Wayne McPhail on just about all counts. :)

Elaine,

I enjoyed reading your article because it was so easy to relate to. I am a very similar age to you, and am fortunate to be able to count myself much more advanced than most of my boomer friends when it comes to comfort with the Internet, software tools, etc. Most friends my age have only picked up skills in email, some Internet, and perhaps Wordpad or MS Word. Beyond that, it is very sketchy, depending on some particular thing they might need, like how to download digital pictures, using e-Bay or amazon.com, or working with sound recording software.

I'm proud of how many Boomers did make a point of jumping into technology as it developed over the 80's and 90's, but it still is a relatively small percentage. So I agree with you that marketing to this group still needs to be done some other way than iPods!

My biggest gripe is that there is a whole huge market of people out there that had their up-close vision go, years ago, and yet there is almost no electronic equipment out there with big enough writing on the buttons for anyone to see without a magnifying glass and a good flashlight! What an untapped market...

Elaine, that's music to our ears. We've just started a new group in Chicago called thirdgear. Our mission is "to bring the millions of us over 40 closer to each other, and closer to those who wish to provide goods and services that help us enjoy the fun and freedom we've earned in life."

we want to tell marketers that people in our third stage of life (ages 40-70) are plentiful, powerful and tired of being ignored by products and marketing that aren't relevant to our lives. then, we want to help them fix the problem with smart design and thoughtful, honest marketing.
take a look at our website: thirdgear.com and see for yourself. better yet, sign up to be one of our gearheads (40+ product review/consumer opinion panels) and help us tell marketers exactly where to go.
again, thanks elaine. you speak the whole truth and nothing but the truth. and best of all, you do it with a smile.

While I am not a Boomer (34) I am a marketing professional and face this challenge (to podcast or not to podcast?) when formulating marketing strategy for clients. I just wanted to add that the phenomenon of "not enough time to figure that out" does not apply only to Boomers. I have three young children, and while I have an iPod that I love, a cell phone, digital camera, wireless networked notebook, etc., I don't have the time or energy to participate in something like myspace.com or youtube.com. I don't text message on my cell phone, either... I think marketers must think very carefully about integrated campaigns which will reach the not-so-techno-dependent among us at ANY life stage.

Patricia, I admire your love of technology. I believe people will either love it or find it a chore, with those who have a strong affinity embracing it and seeking it out, and those who don't doing just enough to survive in their business lives.

Joan, yes, I also wish this sight thing wouldn't be such a pain the butt. I put the reading glasses on, take them off to see far, and back on again to see close. Yikes. Grocery shopping is now a two-hour ordeal. I read the health labels for fat and sugar content, compare the unit prices (in mice type on the smallest label these stores can find), and all the time, putting on and taking off those nasty reading glasses! Surely there's some scientist somewhere who can devise a better way!!

Mike, I've bookmarked your Web site and will explore it in my "spare" time. Hopefully, I won't have to wait until I turn 70 to find some. Good luck with it.

Mandy, I appreciate your input on this as a non-Boomer. I remember juggling part-time work, volunteer work and raising young kids. Sleep, what was that? I'd fall asleep reading bedtime stories to the kids at 8, so who had time to browse the Internet. Wait....was there an Internet when my kids were that young? :)

Elaine,

Born in '58, I both relate to, and agree with, your article. I've observed that someone's new technology uptake rate depends alot on vocation. My peers who are professionals are very comfortable with email, DVR, relying on mapquest, pre-printing airflight boarding passes, online purchasing, etc. However, an overwhelming percentage of those I know who do not work with computers daily almost never consider any of the list I mentioned.
Boomers will take longer to adopt the newer techs (RSS, social connecting, etc.) and will only adopt those that add the most value.

I suspect many boomers who do not currently work with computers will find time in retirement to exploit technologies that they missed earlier. I also suspect that online socialization will play a huge role in the lives of retired boomers, who will have more time to explore. As you say, career paths and personal obligations take up so much time for boomers right now.

Elaine,

I have to agree with Ann Handley's point that the market is definitely fragmented between those boomers who love new technology and those who, as you so eloquently put it, are just too tired to care.

My husband just turned 50 and he loves all the new gadgets, so he had to have the latest cell phone complete with text messaging, Internet access, etc. I, on the other hand, am younger (at age 42) and yet I have not had time to figure out how to download iTunes onto my cell phone so I can also use it as an mp3 player - thus I have an expensive phone that's well, simply a phone! I guess Im just too busy working and chasing my 2-year-old around the house!

That said, I think even those of us who take longer to adopt new technology still become loyal users. I can't remember the last time I booked a vacation without using the Internet to reserve my hotel, rent-a-car and airline ticket! It has saved me a tremendous amount of money, and has made travel planning fun!

The main difference between boomers and the new generation? I think it's the fact that since we didn't grow up with all of these nifty tools, we don't rely on them. I can't get over the number of young people I've encountered who have just graduated from college, but only know how to use the Internet for looking up people's (or companies') phone numbers and addresses. They never even consider calling information or using a paper phone book. If they can't find it online, it doesn't exist (or so they think)! Amazing.

I thank God every day for all the conveniences we have in this day and age that have simplified my life. But I'm even more thankful for the resourcefulness I was raised with, when life wasn't just handed to us on a computer chip.

Linda, you've made a very valid point. I, too, have noticed that many younger people, who have grown up with technology, seem to know no other way.

My daughter, for example, just HAD to have a cell phone. Forget that her usage would be minimal, given that she's new to our city and hasn't had a chance yet to make a lot of new friends. Who can she possibly talk to for 1500 minutes a month??

I use a cell phone less and less as I spend more time in my home office on the computer. Can I live without it? Probably more easily than my daughter can. I even offered to give her my older phone - no color display, no camera, no bells and whistles. Did she bite because it was free? Not on your life. She got the pink shell with the color display, camera, etc.

The challenge with technology tools and communication channels, I think, is keeping up with change. In many ways, the more new features these tools provide, the more the techies want. It's a vicious cycle of consumer demand for those who are hooked. I guess that's what makes our economic engine run. In many ways, we can thank the technology marketers for keeping consumers wanting the newest and the improved...:)

Dear Elaine: Think your blog is interesting but I am worried that computers are making we humans into social misfits and fat blobs! We are so tied to the computer that people of all ages do not have time to exercise or even have a face to face conversation with humans. I would much rather get together with a friend for a ten minute chat or a quick lunch on the weekend when I am not working or a quick phone call to say hello and hear a voice on the other end rather than typing fingers. Guess I am old fashioned but for friends who are far away the computer is wonderful but personal contact even with a teller at the bank down the street is still more important to me. Every time I go to look up something on the web the web directs me to sites I have no desire to review and I get frustrated and just go to the neighbourhood shops to find what I need. Keep up your ideas and I am glad blogging is a good means of communication for you. Roz Roth

I live in Boston and have lots of friends in academia, law, etc. They are all web-savvy. But I think this skews my impression of baby boomers and their familiarity with all things Internet. I was under the impression that 'everyone' was up to speed, but your post has truly opened my eyes.

I am a woman 60 yrs old. I need to earn money. I am involved with a Multi level marketing Co
( www.mpg-goal.com ) It is a seamless global web based company with just three products all designed to increase milage save consumers money at the gas pump as well as reduce emissions.

I feel certain there are many more people like me that need to continue earning money. If they are fuel consumers they qualify.

How do I reach them?

hi my name is jenna and im from oregon. i ran across your website while i was researching the baby boomer generation. i am in a college class that requires us to do extensive research and interview people who were in this generation. i was wondering if i could interview you from online through email. it would jsut be a few quick questions. if you could get back to me i would appreciate it. thank you!
Jenna

I'm 63. I started interacting with computers 14 years ago when machines were small, expensive,slow and crashed or jammed up if you looked at them sideways. I got my first internet connection eight years ago.

The cost in terms both of the learning curve and the price of the technology were still pretty high. Most of my peer group, except those who actually had to do something creative with the box were not all that interested in the communications technology end because they had processes that suited their situation already in place and were not interested in making the effort and paying the price.

Now the economics are so available, the technical end so painless that they are beginning to participate, even in networking sites like Facebook. I find more and more of my 50's era middle school classmates are showing up. They don't participate in all the pokes and other nonsense that these sites fancy but they are there, with their children, keeping in touch. It was just a matter of things getting cheap and accessible enough, because, now we have the time.