Boomers Online

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Recently I have seen several articles and research explaining the ever-changing habits of Baby Boomers as some Media Properties are deciding to write them off in favor of targeting Generation X or Y.  Is that wise?  Boomers control a tremendous amount of discretionary income, in fact the dollar figures they control  are estimated to be in the Billions.  The habits they have for media consumption are also in transition, especially online....

 

E-Marketers report "Boomers Online - Attitude Is Everything" goes on to say that notions once held as truth about this key demographic need updating....

"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."