Baby Boomers Might be the Answer!

First off, let's see if you agree on this theory:

1. Internet users are usually in their teens or 20s
   
2. This is why there are so many online advertisements targeted at these age groups

Before I've read the article "4 Tips for Marketing to Baby Boomers Online", I believe in that exact theory. Actually, there's another reason (emphasized in my marketing text books) why a lot of the online advertisements are focused on these younger age groups, and that is because of their significant influence on their household consuming habits.

However, thinking back now, I've changed my mind. I don't agree with the above theory anymore.

First, let's look at the "influence" factor. Even though the younger generation has a significant influence, I have to wonder who actually makes the final decision of buying something or not. I have to argue it's their parents (most parents are in the Baby Boomers age group). And even when the parents are not the ones purchasing, they still have a strong influence on the younger generation's consuming habits. The parents gained this strong influence through how they teach and nurture their children throughout the years. Therefore, at least for consuming habits, the parents' influence on their children is definitely stronger than the children's influence on their parents.

Second, let's look at the age groups of internet users. A research done by eMarketer shows that the biggest group of internet users within the US is the Baby Boomers (born between 1946-1964), at 29.4% of all internet users. I think we can make a safe assumption that this percentage is similar in other countries as well. Lastly, the average income of the Baby Boomers is definitely higher than the average income of younger age groups due to both their seniority and their experience in the work force. It is actually a growing trend as 62% of households head by someone 50 or older had annual income of $75, 000 or more, which is a 5% growth from 2004.

The strong influence on households consuming habits, the above average household income, and being the largest group of internet users, Baby Boomers should definitely be the focus of e-marketing. Now that we've found such a prized market, how should we focus on them? There are four tips suggested by eMarketers. A three words summary of the four tips is to keep things simple.

The Baby Boomers have the power and the income to try out products, so if they are offered products they want on the internet, they will give these products a try. However, we have to understand that they use the internet as a tool to accomplish things, and they don't see it as a lifestyle (they have developed a lifestyle throughout the years, and it is not easy to alter). Therefore, they won't spend too much time online, which is why online advertisements targeted at them should be straight to the point and easy to access (especially since some are not as good at internet navigation). And at the end of the day, the product is the most important factor, because Baby Boomers are more likely than other groups to spread the word.

So let's start making the Baby Boomers happy, and stop their feeling of neglection (70+% of Baby Boomers said online advertising is focused on younger age groups).

UPDATE Mar 2nd, 2009: an interesting article with numbers proving Facebook and other social networking websites are aging fast. It also talks about their adjustments.

Source: http://rismedia.com/wp/2009-01-19/4-tips-for-marketing-to-baby-boomers-online/