There have been many fallacies regarding Baby Boomers and their inadequate proficiency in all things Internet and technology. However, recent studies have shown that Baby Boomers are not only interested in the World Wide Web, they are a consumer niche best not ignored by businesses and their marketers.
In a study conducted by Google in 2010, it has been found that approximately 80 million Baby Boomers go online daily. In fact, this group of online users is sandwiched in between the highest using Millennials and Generation X. In addition, an eMarketer report published in 2011 stated that Baby Boomers are actually spending both more time AND money online.
If it is true what these reports say, what exactly do Baby Boomers do online? Most importantly, what does this mean for your business? To answer these questions, it is best to get to know the online habits of the Boomers.
First and foremost, why do Baby Boomers go online in the first place? Primarily, Boomers have found the convenience of using the Internet for getting in touch with their loved ones. Not only are they frequent users of email, they also have their own Facebook and Twitter accounts (although they are not as inclined as their younger counterparts to tweet every activity that they do; only those that they believe are important). Secondly, Boomers go to the Internet not only for information, but also for entertainment. It is not surprising to find a Baby Boomer watching videos on YouTube, downloading music from iTunes, or even watching TV shows and movies (although they still prefer the comfort of watching shows and films on television).
While these two reasons may seem to hold the same for other Internet users, it is what Baby Boomers do while they are emailing and checking out the web which makes them unique.
For one, you will be surprised to learn that the Boomers, unlike their younger Net users, have the patience to search and wait for their chosen to content to load. This is best exemplified by their visits to YouTube. Most users do not have the patience to sit through the ad that appears before the video is played. But this is not true with Baby Boomers. They will actually sit and watch the ad from start to finish. This is a habit developed from years of watching television. Boomers can sit through ads without surfing away from the content that they are waiting to load. What this simply means is that if you are marketing a product or service for the Baby Boomers, you stand a greater chance of reaching them by having your ads placed before or even in the middle of their chosen content, such as videos.
Once a product or service has caught the interest of a Baby Boomer, you must expect them to email you about them. In a February 2012 survey conducted by Pew, they have reported 6 out of 10 Boomers will use their emails to communicate with their favorite brands and companies. Similarly, marketing through e-newsletters is a good practice if you are targeting Boomers. It was found that Boomers are more likely than younger users to open e-newsletters and read them. This is especially important if you are marketing products and services or launching a campaign.
Do not ignore a potential market in the Baby Boomers. Learn more about their online habits and how it can help you improve your business and your marketing campaigns.
Ilya Elbert writes for All IT Supported, a leading computer support company that specializes in helping non-technical users solve their technology problems.