Online Baby Boomers: A Demographic Profile

November 2nd, 2009

Ina Mitskaviets

With contributors:

Corina Matiesanu , Michael Munsell

Summary

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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