Schedule a Demo
Does My Company Subscribe?
Senior Vice President, Market Innovation, AARP
Baby boomers have a bad reputation as digital luddites, but the generation was actually the first to have computers in the workplace and remains open-minded about emerging technology. Any hesitance likely stems from a frustration with unintuitive design, according to Jody Holtzman, senior vice president of market innovation at AARP. Holtzman spoke with eMarketer’s Maria Minsker about boomers’ evolving relationship with technology, and what tech companies are doing to cater to this massive group.
eMarketer: Many baby boomers have smartphones, but data suggests they don’t use them for nontalk functions as much as younger people do. Is this likely to change?
Jody Holtzman: It depends on what happens with design, and whether or not tech companies will be able to remove the existing friction from the device interface. Look at Amazon’s Alexa or Google Home—if these devices continue to effectively combine voice interaction with artificial intelligence, machine learning and the internet of things [IoT], then the technology will become easier to use. In that case, boomers will increasingly use it because it will be much more intuitive.
Change in Time Spent Using Facebook over the Past Year vs. Next Year According to US Facebook Users, by Age, Dec 2017 (% of respondents)
Change in Time Spent Using Snapchat over the Past Year vs. Next Year According to US Snapchat Users, by Age, Dec 2017 (% of respondents)
Social Media Platforms on Which US Social Media Users Have Accounts, by Age, Dec 2017 (% of respondents)
Change in Time Spent Using Twitter over the Past Year vs. Next Year According to US Twitter Users, by Age, Dec 2017 (% of respondents)
Number of In-Store Retailers Where US Internet Users Shop Weekly, by Age, Aug 2017 (% of respondents in each group)
The Digital Lives of US Kids: Mapping Their Distinctive Highs and Lows
10 Key Digital Trends for 2018: Our Predictions for What Will Matter to Marketers
Becoming a Mother Changes How a Woman Uses Social Media
Mothers' Digital Media Usage Is All About Convenience and Commiseration
Millennials' Cautious Approach to Spending Limits Marketers' Influence
Spoiler Alert: Millennials Prefer Digital for All Communications