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“Digital Boomers” Is Not an Oxymoron

Older consumers more comfortable with tech than widely believed: survey.

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Despite baby boomers’ affluence and affinity for technology and digital experiences, just 6 percent of marketers identify that cohort as a part of their messaging, with most opting to “age down” their brand. That finding, in a new study by marketing firm Razorfish, indicates marketers and businesses (including retailers) may be neglecting some of their wealthiest potential customers.

“When you think about the fact that boomers hold nearly 50 percent of total U.S. assets and account for more than 20 percent of spending, there’s a massive opportunity for brands and marketers to engage with them more deeply through digital channels,” said Nic Chidiac, Chief Strategy Officer of Brand and Experience at Razorfish. “This research is an eye-opener for anyone that doesn’t think this cohort knows its way around the latest technology products and platforms.”

Most oomers (70 percent) are curious about new technology and devices, and are eager to learn how to use them, either by reading about them in the news or trying them out for themselves. They are most interested in devices like laptops, smartphones, smart doorbells, locks, and security cameras.

Another finding showed boomers research major purchases like kitchen appliances and other expensive devices online, and one in four eventually buy these products online. While the majority still make large purchases in person, they are open to moving this experience online.

“What is fascinating about Boomers is how purposeful and enthusiastic they are when it comes to choosing the technology they interact with,” said Chidiac. “There’s a lot of potential to tap into their general excitement and optimism here, especially as we see a rapid technological transformation unfolding at a higher click.”

The study’s sample population was 1003 U.S.-based boomers (ages 57-75).

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