The Social Technographics® Profile Of European Baby Boomers

Interactive marketers already know that young consumers are very engaged in social media but often fail to appreciate that social tools can be an effective mechanism to reach older users. More than one-third of consumers ages 43 to 63 already read social media on a regular basis, and around one-tenth are already uploading their own content — such as videos and music — onto the Web. Marketers need to open up their social efforts to include this audience, by offering them value with useful information and support provided in a social context and by giving them simple opportunities to learn from and help each other.