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Should You Market to Baby Boomers on Social Media?

Posted by | Feb 19, 2016

baby-boomers-on-social-media

Is it prudent to market to Baby Boomers on social media? Does social media make sense for this audience or is it a big waste of marketing dollars? What better way to find the answer to these questions than by going straight to the source: Baby Boomers themselves. To better understand this group, DMN3 did an online survey of 1,000 people aged 60 to 69 in April of 2015. We wanted to learn about online activities of Boomers.

Here's what we found.

Today’s Baby Boomers are more connected than ever before. They are using social media, search engines, smartphones and other digital devices to search for information and stay in touch with family and friends. 

We learned how much time Boomers spend online and which sites they love visiting. Based on findings from the 2015 DMN3 study, Reaching Today's Leading-Edge Boomers Online, here are three (3) key insights on Baby Boomers and social media usage.

Where Do Baby Boomers Hang out Online?

Our online research showed that an overwhelming 82.3% of Boomers belong to at least once social networking site. Similar to other age groups, Facebook is the most popular site among today’s Boomers.

boomer-social-usage

How Much Time Do They Spend on Social Media?

While younger generations are constantly on many social media platforms, the same isn’t true for Baby Boomers. In fact, other than Facebook, respondents typically spend only one to two hours a week on social networking sites. However, a significant group (15.5%) spends 11+ hours per week on Facebook.

boomer-time-spent-on-social

How Are They Influenced?

Baby Boomers take action based on what they see on social media, and most of the time it’s focused on finding more information. More than half of Leading-Edge Boomers will visit a company website or continue the search on a search engine after seeing something on a social networking site.

boomer-social-actions

Key Takeaways

  • The majority of Boomers who use social media are on Facebook
  • A significant group of Leading-Edge Boomers (15.5%) spend 11+ hours per week on Facebook
  • Over half of Boomers who use social networking sites will visit a company website or continue their search on a search engine as a result of seeing something on social media

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Topics: Social Media, Boomer and Senior Marketing

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