Should marketers spend more time courting online Baby Boomers? The results of McAfee’s recent survey show that ignoring this group of consumers could be an opportunity lost for retailers. However, not all Boomers are alike. The young members of this generation, those between the ages of 50 to 61, spend far more time online and make better targets for digital marketing and sales efforts.
Younger Baby Boomers are online for 5 hours and 42 minutes a day on average. Consumers between the ages of 10 and 23 spend about 1 hour more online every day. In comparison, older boomers, those who are ages 62 to 75, spend about 4 and ½ hours a day online. Researchers note that 90% of Boomers have made at least one digital purchase. This audience is also savvy about the convenience of online banking with 80% accessing bank accounts digitally and 75% paying bills online.
There’s one way that Boomers are lagging behind their younger counterparts. For the most part, Boomers are tethered to their desks. Here’s how these consumers are accessing the digital universe:
- Desktops 73%
- Laptops 53%
- Smartphones 28%
- Tablets 22%
The McAfee study revealed that marketers in the security industry could have a big opportunity helping Boomers protect their confidential information. Most surveyed Boomers know they need to protect their computers against malware and viruses and have taken the appropriate steps. However, only 33% have extended this protection to their smartphones and 38% have taken measures to keep their tablets safe.
The biggest finding of this survey may be that marketers should optimize their campaigns for the traditional PC when they want to connect with Boomers.
To learn more about Generation: Trailing Baby Boomers, check out the AudienceSCAN report available on the Research Store at ad-ology.com.