Marketing to Baby Boomers

by Boomerology Revealed · Published June 8, 2014 · Updated May 29, 2014

Here are some facts you might want to know when deciding if you should market to baby boomers:

The boomer generation (born 1946-1964)

Baby boomers account for approximately 40% (80 million) of the adult population

They have a $3.4 trillion annual spending
They nearly spend $7 billion online per year, representing 49% of total online sales
They account for 80% of all luxury travel spending
42% of travel purchases are made via online

Boomers are present online.

62% read articles and update themselves by visiting cause-related websites

2 in 5 communicate or share information about a cause, online
20% like, follow, or +1 a cause-related organization/group online

Most of them are passive users when it comes to social media. They’re fonder of reading blogs/articles rather than writing them. According to the same study, their usual social networking site (SNS) activities are:

follow a group or organization (55%)
post and watch videos (40%)
support a cause (26%)
join a group they’re interested in (23%)

With Facebook hitting the top spot for SNS and Youtube for video websites.

Boomers are smart consumers.

According to a survey conducted by eMarketer, 66% of 50-69 year-olds “agree strongly” to searching online to make price comparisons across stores or retailers when making a big or expensive purchase. Such purchases include cars, appliances, and home furnishings.

Boomers are active.

They engage in projects like gardening, canning, sewing, and even DIY home improvements. In fact, according to American Housing Surveys, spending by those aged 55 and older has almost doubled over the past decade, a good news for home improvement companies that have people aged 50 and up as their target market.

There is also a growing market of gym- and health club-goers. Many enrolled in fitness programs due to healthcare costs rising up.
Also, there is an increasing market in RV-buying, even boats and motorcycles. This led to a substantial portion joining motorcycle and yacht clubs. Meanwhile, women aged 45+ comprise about 52% of the customer base of fabric, craft, and sewing supplies industries. Their finished projects are usually given as gifts or used as home decor.

4. Boomers have their own source of information.

The study by Google and Ipsos found that the top five sources of information for boomers/seniors are:

1. Television (69%)

2. Online (54%)

3. Newspaper (43%)

4. Friends/family/acquaintances (32%)

5. Radio (26%)