Baby Boomers Aren't Gone Yet!

The United States Census Bureau considers a baby boomer to be someone born during the demographic birth boom between 1946 and 1964; seventy-six million American children were born.  From the time they were conceived, Boomers have been dissected, analyzed, and pitched to by modern marketing agencies, over one thing or another.  To help understand and communicate with this influential group, here are a few facts and figures.

Baby Boomers use the internet as an information and entertainment resource.

According to the website ReadWriteWeb.com:

• More than 60% are consuming Social Media such as blogs, videos, podcasts and forums; and this number is increasing.
• The number of boomers responding to postings online, as opposed to simply consuming the postings has more than doubled from 15% to 34% since 2008. This number is rising sufficiently, proving that it's increasingly worthwhile to target this group socially. 
• Boomers are less likely to create content such as blog postings and videos and more likely to simply use them.
• The best way to reach boomers socially, is by creating blogs and videos that speak to their lifestyle. If you are looking for comments and feedback from them, make the process as simple and easy as possible.

What do Baby Boomers need?

Suite101.com, a freelance writers' website, says that some items "old folks" need are:

• Medications (such as cholesterol and blood pressure lowering medication) and additional items relating to healthcare
• Fashion to fit their unique shapes 
• Phones with larger, easily readible numbers 
• Retirement planners

What are Boomers looking for?

Some Baby Boomers prefer, among other things, to travel the world after the kids leave the nest. They want to do things that give their lives meaning and want to leave the world a better place. However, Boomers expect to get what they want and will go where they need to find it. 

Baby Boomers are used to having marketers cater to them. They are more likely to buy something if it is sold to them by someone their own age.  

How do you ultimately communicate with a Baby Boomer?

According to a survey taken by AARP in October 2010, more than four out of five Boomers (87%) leave home with a mobile device but of those, only 7% use a smartphone. Conversely, close to 100% reported to be utilizing the internet which indicates that online advertising and blogging may be the optimum choice for connecting with boomers. 

So how does one reach out to Baby Boomers on the internet?

Look to find Boomers using information from large portal and health-related websites, according to Ken Doctor, of Content Bridges, a digital content consultancy. Websites like AARP.org, and Eons.com, a social networking site for Boomers started by Jeff Taylor, founder of Monster.com, are among the many places that Boomers are connecting with people of their own age. Linda Natansohn, Eons' Senior Vice President of Strategic Development reveals a list of top items searched for on their site:

• Alternative Health
• Entertainment 
• Finance 
• Health and Disease 
• Hearth and Home 
• Hobbies and Fitness 
• Travel Spots

Niche websites focused on these subjects may be worthwhile investments and could yield a sizable ROI.

By keeping in mind that Baby Boomers control over 80% of personal financial assets and more than 50% of discretionary spending power, along with contributing to 80% of all leisure travel, the Baby Boomer generation is alive and well and ready to spend their savings on what you have to offer – so reach out to them.