19 Aug Boomers and Seniors Really ARE on the Web

We get this question from our clients constantly: “Why should I use social media marketing for my active adult community? That demographic doesn’t even know what it is!”

Yes… they really do. And they’re on the web a lot more than we realize.

According to eMarketer, the internet has become a way of life for baby boomers and seniors in the US. The poll defined baby boomers as those ages 45 to 65 and seniors as those ages 65 or older and found that boomers spent more time on the web than with any other media channel, including TV. And for seniors, time spent watching TV exceeded time spent online by just 30 minutes.

Boomers and seniors rely heavily on the internet to for news and weather, and 57% of respondents said they headed online to get information related to shopping. A surprising 45% were in search of coupons, daily deals or other discounts.

Smartphone and tablet use among seniors and boomers naturally isn’t quite as high as the younger generation, but those who are on smart devices are also using them for a range of activities. This demographic views a search on a smart device as an early step in the path to purchase.

eMarketer projects that the percentage of US boomers on the mobile web will surpass 50% this year, hitting 28.8 million.

Are you including mobile and web advertising in your marketing plan when you target Boomers and seniors? Share your thoughts by commenting below!