MAY 30, 2019
Penetration among Gen Xers is declining but less sharply, and we expect it to slip to below 90% next year, to 87.7%. Plenty of boomers will stop watching TV in years soon to come, too. But many will do so, alas, by dying—not by choosing to spend their media time elsewhere.
SEP 24, 2019
We estimate that 79.2% of boomers will be internet users this year—a substantial number, but lower than penetration for Gen Xers (93.1%) and millennials (96.1%). And we anticipate virtually no growth in penetration through 2023. Boomers also lag in intensity of internet usage, to judge by Pew Research Center polling in January-February 2019.