Boomers are aging, but they still dominate the US population both online and offline. They make up 32.5% of the US adult population, but 36% of the online adult population and account for about one-third of Web traffic on a typical day.
Those numbers are still growing, albeit slowly, according to the Pew Internet & American Life Project.
“In their younger years, they eagerly adopted new technologies such as Walkmans, VCRs, PCs, DVRs and the Internet,” said Lisa E. Phillips, eMarketer senior analyst and author of the new report, “Boomer Demographics and Media Usage.” “Most carry that adaptability into their 50s and 60s.”
This willingness to try new technology means boomers are ready for digital convergence in the home. Nearly six in 10 (59%) boomer Internet users in Deloitte’s “State of the Media Democracy Fourth Edition” survey “strongly” or “somewhat” agreed that they would like to connect their TV to the Internet, compared to just 40% of boomer Internet users surveyed in 2006.
Boomers, who are heavy viewers of TV, have also taken to multitasking by watching and surfing the Web at the same time.
“Marketers targeting boomers should integrate their online and offline campaigns,” said Ms. Phillips. “Boomers of all ages spend more time watching TV than the average consumer. Online ads that reflect campaigns in offline media will strike chords with older boomers.”
The full report, “Boomer Demographics and Media Usage” also answers these key questions:
- Are boomers tech-savvy?
- What media do boomers use most?
- How much video do boomers watch online?
- Do boomers click on Internet ads?
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Check out today’s other article, “Mobile Shopping Takes Hold Worldwide.”