Tag: Boomers

Boomers' Online Shopping Outpaces Gen Y for Health, Beauty, Food, Beverage Products

Despite shop­ping in gen­er­al being down, online shop­ping has increased. Accord­ing to new data from The Check­out (a newslet­ter that com­piles data from the ongo­ing shop­per expe­ri­ence study cur­rent­ly under­way by The Inte­ger Group and M/A/R/C Research) 73% of shop­pers who are buy­ing more online are NOT shop­ping more — they are just shop­ping dif­fer­ent­ly. While younger gen­er­a­tions (18–24 year-olds) appear more com­fort­able shop­ping online, they con­tin­ue to stick with 'safe' pur­chas­es in cat­e­gories that his­tor­i­cal­ly, are pur­chased online (elec­tron­ics, cloth­ing, books and music). The sur­prise comes from the boomer shop­per seg­ment. When con­sid­er­ing the some­what new­er CPG online shop­ping world (health, beau­ty, food, bev­er­age), it's the old­er shop­pers mak­ing these pur­chas­es.

Marketers to Increase Focus on Boomers

Con­sumers born between 1946 and 1964 com­prise a group of 78 mil­lion strong. But Baby Boomers, all well past the age of 35, are not exact­ly the sweet spot as far as most mar­keters are con­cerned. The lop­sided dis­tri­b­u­tion of ad dol­lars by age group in the U.S. was the top­ic of a recent Nielsen­wire blog­post.

Reaching Next Generation of Home Improvement Consumers Is New Challenge for Retailers

The NPD Group recent­ly released results from a new report "Beyond the Boomers," which takes a look at the per­cep­tions and behav­iors of Baby Boomers, Gen‑X, and Gen‑Y as they relate to the home improve­ment mar­ket­place. The new study found that there are some sim­i­lar­i­ties between these groups when it comes to mak­ing home improve­ment pur­chas­es, but there are also dif­fer­ences retail­ers and man­u­fac­tur­ers should be watch­ing. "Baby Boomers and Gen‑X each cur­rent­ly rep­re­sent just over 30% of the pop­u­la­tion, and Gen‑Y accounts for 15%, but there is an ‘oppor­tu­ni­ty gap’ that plays a role here as well,” said Mark Delaney, direc­tor of NPD’s home improve­ment and major appli­ance divi­sions. “Giv­en that, devel­op­ing a vari­ety of mar­ket­ing mes­sages and strate­gies becomes more impor­tant so that retail­ers and man­u­fac­tur­ers can nar­row that gap and find the oppor­tu­ni­ties."

Today's Seniors and Boomers Rival Younger Generations in Online Activities

Seniors aged 65 and old­er (also referred to as "Matures") have made the Inter­net an inte­gral part of their every­day lives. In a recent study, 77% report that they shop online. In fact, Matures lead all oth­er gen­er­a­tional groups when it comes to this online activ­i­ty. They reg­u­lar­ly use email (94%), go to the Inter­net to look up health and med­ical infor­ma­tion (71%), read news (70%), and man­age their finances and bank­ing (59%). Matures also turn to the Inter­net for gam­ing, approx­i­mate­ly half (47%) of online Matures reg­u­lar­ly play free online games.

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