Baby Boomers Still Dominate Online Spending

Scott Lambert

baby boomers shopping on their computerFor the past 30 years it has been traditional wisdom that Seniors (and now Baby Boomers) would not adopt or be a force in new technology. WRONG!

Whether it was the adoption and use of the PC, cell phone, Internet, search, social media or mobile apps – the Boomers were dismissed as technology laggards. However, these same Boomers are the ones who have started or are managing companies who developed these technologies. The Boomers have changed the way we work, live, play, socialize, make decisions and ultimately have influenced which companies succeed through the use and development of new technology.

The “Boomers Don’t Use Social Media” Myth

The latest statement I heard was “the Boomers don’t get or use social media” even though they represent the largest online group. Boomers spend more time online than any other demographic. According to Pew Internet & American Life Project, much of that time is spent shopping and buying online. They also spend more money online per month than Generation X (ages 35-46) and Millennials (ages 18-34).

eMarketer, a respected research company in digital marketing, media and commerce, estimates that:

  • 78% of Baby Boomers are online
  • 86.9% of Boomers will have a mobile phone
  • 17 million Boomers will access the Internet from a mobile browser or installed app
  • 40% of all Boomer mobile users will use mobile apps by 2015

As I have spoken at conferences in the last year, I have noticed that Boomers are becoming more connected through social media. However, I continually find myself meeting with business owners and executives who continue to espouse that their targeted Boomer market “doesn’t do social media”.

I admit that the Boomers may not be the first out of the gate on the newest technology to hit the market, but it is a huge mistake to think they won’t adopt newer technology and applications if it really has sustainable value.

Niche Social Media Communities Booming

Niche social media communities are springing up to cater to different communities of interest, including the Boomers. The key for any business or organization that caters or markets to the Baby Boomers will be to strengthen their business relationships with their Boomer market, and to do it soon. Once this market makes a decision that works for them, it is difficult to get them to change.

The key to strengthening these relationships is to keep Boomers engaged through compelling user experiences where they gain access to other’s experiences, deals and unique content.

Contact Xcellimark to find out more about how social media will help promote your business or to start a community of your own.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Social Media

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