[Posted by Reineke Reitsma]
We recently published a report to better understand Baby Boomers' specific needs and wants. Data from our North American Technographics Benchmark Survey, 2009 shows that 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.
Looking at their attitudes towards buying products and services, effective marketing to online boomers should emphasize tradition, reliability, and simplicity.