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Boomers and Social Media
Creating and renewing personal connections online is the biggest draw for boomers. About 47% of online boomers maintain a profile on at least one social network, according to several sources. Their contacts include family, friends and co-workers of all ages.
Boomers are testing other social media, including Twitter, blogs and review sites; but they're not adopting them with as much enthusiasm. Only 10% of online boomers were Twittering in September 2009, and the percentage of boomer blog readers or writers registers in just the single digits. Although 49% of boomers said a purchase decision was influenced by an online review or recommendation on a retailer's site, just 9% said their shopping behavior was influenced by something they saw on a blog or online community. Boomers are very comfortable online, but they do not confuse their Internet interactions with their offline ones. For most boomers, being in constant contact is a personal choice, not one dictated by technology. Marketers should not expect boomers to become "fans" or "friends" unless they are passionate about a product or service. However, boomers who do sign on should be nurtured-they are vocal about their positive and negative experiences.
Creating and renewing personal connections online is the biggest draw for boomers. About 47% of online boomers maintain a profile on at least one social network, according to several sources. Their contacts include family, friends and co-workers of all ages.
Executive Summary
 US Baby Boomer Population, 2009-2014 (millions and % of total)
Key Questions
The eMarketer View
Connecting Online
US Internet Users' Activities due to the Anonymity of Online Social Media, by Age, October 2009 (% of respondents in each group)
US Internet Users Who Feel Less Inhibited When Interacting Online*, by Age and Gender, October 2009 (% of respondents in each group)
Attitudes Toward Online and Offline Social Networking Among US Internet Users, by Age, October 2009 (% of respondents in each group)
Online Purchasing Behavior of US Internet Users, by Generation, October 2009 (% of respondents)
US Internet Users Who Believe Online Consumer Reviews/Ratings Influence Their Buying Decisions*, by Generation, October 2009 (% of respondents)
US Internet Users Whose Shopping Behavior Is Influenced by Online Communities/Blogs, by Generation, 2009 (% of respondents in each group)
Social Media Usage
Online Activities of US Boomer Internet Users, June 2009 (% of respondents)
Online Activities* of US Social Network Users and Nonusers, by Generation, May 2009 (% of respondents in each group)
Products/Services Purchased Online* by US Social Network Users, by Generation, May 2009 (% of respondents in each group)
Social Activities
US Internet Users Who Currently Maintain a Social Networking Site Profile, by Generation, 2007-2009 (% of respondents)
Reasons that US Social Network Users Joined a Social Network, by Generation, May 2009 (% of respondents in each group)
Top 10 Social Networking Sites Among US Baby Boomers, October 2008 & October 2009 (thousands and % change)
US Internet Users Who Belong to Social Networking Websites, by Age and Gender, August 2009 (% of respondents in each group)
Frequency with Which US Social Networking Site Users Visit Social Networking Sites, by Age, March-April 2009 (% of respondents in each group)
Who US Social Network Users Connect to on Social Networks, by Generation, May 2009 (% of respondents in each group)
Facebook
Social Networking Sites Used by US Social Network Users, by Generation, May 2009 (% of respondents in each group)
Market Share of US Visits to Facebook, by Age, June 2008 & June 2009 (% of total)
US Facebook Users, by Age and Gender, September 2009 (millions)
US Facebook Users, by Age, September 2009 (% of total)
US Facebook Audience Growth Rates in the Past 30 Days, by Age and Gender, September 2009 (% change)
Twitter
US Adult Twitter Users, 2008-2010 (millions and % of adult Internet users)
US Internet Users Who Use Twitter*, by Age, September 2009 (% of respondents in each group)
US Internet Users Who Use Twitter*, by Age, December 2008 & September 2009 (% of respondents in each group)
Blogs
US Blog Readers, 2008-2013 (millions and % of Internet users)
US Consumers Who Visited a Blog in the Past 30 Days, by Age, Q2 2009 (% of respondents)
US Bloggers, 2008-2013 (millions and % of Internet users)
US Consumers Who Wrote a Blog in the Past 30 Days, by Age, Q2 2009 (% of respondents)
Conclusion
Related Information and Links
Related Links
Contact
Report Contributors
Creating and renewing personal connections online is the biggest draw for boomers. About 47% of online boomers maintain a profile on at least one social network, according to several sources. Their contacts include family, friends and co-workers of all ages.
Anderson Analytics
Burst Media
Cable & Telecommunications Association for Marketing (CTAM)
comScore Media Metrix
Deloitte
eMarketer
Euro RSCG Worldwide
Experian Hitwise
GfK MRI
Hill & Knowlton
Inside Network
Oxford Internet Institute-Oxford University
Penn, Schoen & Berland Associates (PSB)
Pew Internet & American Life Project
Pew Research Center for the People and the Press
US Census Bureau
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Price: $695.00
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Price: $695.00
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