“Digital Boomers” Is Not an Oxymoron

Regardless of child boomers’ affluence and affinity for know-how and digital experiences, simply 6 p.c of entrepreneurs establish that cohort as part of their messaging, with most opting to “age down” their model. That discovering, in a brand new examine by advertising and marketing agency Razorfish, signifies entrepreneurs and companies (together with retailers) could also be neglecting a few of their wealthiest potential clients.

“When you concentrate on the truth that boomers maintain practically 50 p.c of complete U.S. belongings and account for greater than 20 p.c of spending, there’s a large alternative for manufacturers and entrepreneurs to interact with them extra deeply via digital channels,” stated Nic Chidiac, Chief Technique Officer of Model and Expertise at Razorfish. “This analysis is an eye-opener for anybody that doesn’t assume this cohort is aware of its manner across the newest know-how merchandise and platforms.”

Most oomers (70 p.c) are interested by new know-how and units, and are desirous to learn to use them, both by studying about them within the information or making an attempt them out for themselves. They’re most keen on units like laptops, smartphones, good doorbells, locks, and safety cameras.

One other discovering confirmed boomers analysis main purchases like kitchen home equipment and different costly units on-line, and one in 4 finally purchase these merchandise on-line. Whereas the bulk nonetheless make giant purchases in individual, they’re open to shifting this expertise on-line.

“What’s fascinating about Boomers is how purposeful and enthusiastic they’re with regards to selecting the know-how they work together with,” stated Chidiac. “There’s loads of potential to faucet into their normal pleasure and optimism right here, particularly as we see a fast technological transformation unfolding at the next click on.”

The examine’s pattern inhabitants was 1003 U.S.-based boomers (ages 57-75).

Click on right here for the total examine

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