Study: Boomers do Research on Web, Reach'em via Integrated Plans
Among baby boomers and mid-lifers - those in their early 40s through mid 60s - 72 percent are broadband-connected, and 82 percent use the web, according to a recent study by ThirdAge Inc. and JWT BOOM (via the Center for Media Research).
However, unlike younger generations, those 40 and up are not watching videos, writing blogs, playing games or downloading music, notes the report. Rather, they are online primarily to research products, find info for themselves and their families, read news, and so on.
Research results point to the value of integrated media plans when marketing to boomers and mid-lifers, as 92 percent visit a website after they've read about it in a print article; also, 89 percent typically visit a website after seeing a print ad, and 83 percent visit a site after seeing a television ad.
Boomers are becoming increasingly important as the U.S. population is set to become one of the "oldest" in the world: In the next 15 years, the 50-64 age population will grow 50 percent, and the 65-plus population will grow 32 percent; the traditionally coveted 18-40 Gen-X and Gen-Y populations, combined, will grow only 3 percent.