MarketingVOX: Among baby boomers and mid-lifers – those in their early 40s through mid 60s – 72 percent are broadband-connected, and 82 percent use the web, according to a recent study by ThirdAge Inc. and JWT BOOM (via the Center for Media Research).
However, unlike younger generations, those 40 and up are not watching videos, writing blogs, playing games or downloading music, notes the report. Rather, they are online primarily to research products, find info for themselves and their families, read news, and so on.
Research results point to the value of integrated media plans when marketing to boomers and mid-lifers, as 92 percent visit a website after they’ve read about it in a print article; also,?89 percent typically visit a website after seeing a print ad, and 83 percent visit a site after seeing a television ad.
Boomers are becoming increasingly important as the U.S. population is set to become one of the “oldest” in the world: In the next 15 years, the 50-64 age population will grow 50 percent, and the 65-plus population will grow 32 percent; the traditionally coveted 18-40 Gen-X and Gen-Y populations, combined, will grow only 3 percent.
Related stories:
- Boomers Big on Word-of-Mouth, Not on Blogs
- Baby Boomers Still Sought after by Marketers
- Universal Music Targets Boomers with Classical, Jazz Site
- CNN.com Targets Boomers with Zahn Site, Ameriprise Sponsors
- Boomers Research Identifies Six Distinct Groups
- Boomers Get Their Own Social-Networking Site
- Boomers Spend More Money Online
- eMarketer: This Is Not Your Grandparent’s Web
