Are Baby Boomers the Overlooked E-commerce Opportunity?

Warc focused on the untapped potential of this target group in the report “Baby Boomers’ big digital shift”. This generation currently ranks among the wealthiest in the world. We probably wouldn’t look for them in the online environment, which is proving to be a mistake. It is, in fact, a lucrative segment with high purchasing power.

Dramatic shift to digital

Baby Boomers represent an untapped potential of a wealthy target group. In recent years, this generation has undergone a dramatic shift towards digital. They currently spend 54.4% of their media time online, an increase of 7.4% in just four years. This trend is even more pronounced over a ten-year horizon—time spent with digital media has increased from 31.6% to 53%.

The shift in media preferences is also interesting. Baby Boomers increasingly prefer digital versions of traditional media. We observe a transition from print newspapers to online news, growing popularity of CTV (Connected TV) at the expense of traditional television, and an increase in interest in digital audio. This trend opens up new possibilities for targeting marketing messages.

Social media and advertising

We observe different dynamics in the realm of social media and streaming services. While time spent on social networks has increased by 43.1% over the past 10 years, viewing of streaming platforms has seen a staggering increase of 195% in the same period. Despite this trend, Facebook remains the most popular social network, with 29% of weekly users in the US belonging to this age group.

For marketers, this generation presents specific challenges. Only 12% of Baby Boomers perceive advertising positively, which is well below the 47% average across generations. This trend is also reflected in the low adoption of ad-supported SVOD (Subscription Video on Demand) services. Only 4.5% of Baby Boomers chose this option, compared to 28.4% for Generation Z.

These insights suggest that current marketing strategies need to be reassessed and adapted to the changing habits of this significant demographic group. Understanding and adapting to these trends can pave the way for more effective targeting of one of the wealthiest consumer segments.

Baby Boomers are online. How does your marketing strategy respond?

1. Reassess your media plans: Focus on digital channels that Baby Boomers prefer – online news, CTV and digital audio.
2. Optimise content for CTV and streaming: Invest in quality video content and ads for platforms like Netflix and YouTube. Consider local players.
3. Tailor your approach: Create targeted content that resonates with the values and interests of this generation.
4. Experiment with advertising formats: Given the low popularity of traditional advertising, look for innovative and less invasive ways to reach them.
5. Don’t forget Facebook: Although not as attractive to younger generations, it remains a key platform for Baby Boomers.
6. Education and providing value: Instead of aggressive selling, focus on providing useful information and solutions to this target group’s problems. Ignoring the digital transformation of Baby Boomers could mean losing a significant business opportunity. By adapting your strategy to this trend, you can gain a competitive advantage and open up a path to one of the wealthiest consumer segments.