Here’s some food for thought for marketers. The Internet may be one of the best ways to reach the baby boomers.
Granted, everyone knows that Generation Y (or the Millenniums as I recently heard them called) are heavy Internet users. But how many assume that most people over 50 aren’t on the Internet?
(Maybe you say, “who cares”? Only folks 18-35 are really spending money. Or 25 – 40 years old. Maybe each one is spending more than the baby boomers, but the shear number of baby boomers makes it a demographic that is dangerous to ignore. But that’s a different discussion.)
According to the Pew Internet reports (update 2009)
Contrary to the image of Generation Y as the “Net Generation,” internet users in their 20s do not dominate every aspect of online life. Generation X is the most likely group to bank, shop, and look for health information online. Boomers are just as likely as Generation Y to make travel reservations online. And even Silent Generation internet users are competitive when it comes to email (although teens might point out that this is proof that email is for old people).
Couple this with the shear number of baby boomers, marketers really can’t ignore this demographic on the Internet. Some marketers view the baby boomers as a shrinking market, but really the marketers need to find ways to adjust their offerings to match the market, not sell more of what they have been doing in the same way they have always done it.
That’s a manufacturing mentality, not a marketing mentality.