Additional read that supports EYSM's business strategy.
Reaching Baby Boomers Online
The interesting part is that we seem intent on fostering the myth that the Internet is the province of the young, that online is an ineffective way to reach boomers--particularly older boomers--and you might as well forget social media when thinking about older consumers.
And nothing could be farther from the truth.
The fact is that Internet usage among Baby Boomers is comparable to Internet usage by both Generation X and the Echo Boomers. Also, online boomers are more involved with certain aspects of the Web than younger consumers.
According to data analyzed by Pew for The Associated Press:
• Online boomers were more likely to send or receive e-mail on a given day: 54% versus 49% of younger Americans who are wired.
• About 66% of online Boomers have looked up health information online, compared with 54% for younger users.
• Boomers were more likely to visit online support groups for specific medical conditions and personal situations: 55% versus 36%.
• Half of online Boomers have used the Internet for financial information, compared with 28% for the younger group.
Bottom line, for certain businesses, and with certain segments of boomers, the Web proves more critical to reach them than it would be for younger prospects. We've found this time and again with many of our clients. In the case of a major online media client, insights into boomers' media consumption habits and their attitudes toward online were critical to the development of a successful acquisition and retention strategy that significantly increased traffic to their site.
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