November 2, 2009

Online Baby Boomers: A Demographic Profile

by Ina Mitskaviets

with Corina Matiesanu, Michael Munsell

Executive Summary (This is a document excerpt)

Online boomers comprise more than one-third of the online population in the US and wield significant purchasing power online because of their higher household income levels, employment status, and occupations. Largely explained by their age bracket, boomers are still loyal to offline media, even though they are also fairly engaged online. Effective marketing to online boomers should emphasize tradition, reliability, and simplicity.

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