How to Reach Baby Boomers with Social Media
A new report from Forrester Research revealed some surprising information: apparently Baby Boomers aren't exactly the technology Luddites that people think they are. In fact, more than 60 percent of those in this generational group actively consume socially created content like blogs, videos, podcasts, and forums. What's more, the percentage of those participating is on the rise.
In 2007, the percentage of Boomers consuming social media was 46% for younger Boomers (ages 43 to 52) and 39% for older Boomers (ages 53 to 63). By 2008, those number increased to 67% and 62%, respectively.
The number of Boomers responding to content posted online, as opposed to just passively consuming it, is also going up. For example, the proportion of older Boomers responding to content doubled from 15% in 2007 to 34% in 2008. According to Forrester, this is now a percentage that's high enough to target this group with a social application.
Joining social networks is also becoming a widely popular among the younger Boomers. Today, almost one in four younger Boomers are active in social networks, up from 15% in 2007.
The one thing that Boomers are less likely to do in the online world is actually create content - outside of updating their online profiles and leaving blog comments, that is. Boomers are still not involved heavily in writing blog articles or creating videos and posting them online. In 2008, 16% younger Boomers were involved in content creation (up from 12% in 2007) and 15% of older Boomers were (up from 8%). Although both groups saw an increase, it's still the least popular activity.
What This Means
For companies wanting to reach out to the Baby Boomers online, this data shows that spending at least a portion of your budget on social applications for the group isn't entirely a waste of time and money. The group isn't as active online as younger generations are, but their participation levels are now moderate and increasing.
The best bets for getting Boomers interested in your content is to create blogs or videos that relate to the life or work-style of Boomers, Forrester suggests. And if you're looking for feedback and contributions from the Boomers themselves - like comments or criticisms - make that process dead simple. Don't introduce overly complex sign up forms or processes. Instead, encourage low-effort contributions such as star ratings.
Marketers can also look into reaching Boomers through social networks now - specifically those favored by this generation like Classmates Online, Eons, BOOMj.com, TeeBeeDee, and even the AARP's online community. There is some participation in these social spaces now, but even more growth is expected over the next 12-month period.
Image credit: flickr user unclebumpy
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Resisting the temptation of Walt ( "I hate everything until it gets dumb down for me to an unusable state for everyone else" )Mossberg jokes, there's this:
http://twitter.com/aarpca_ctg
Technology is outpacing the learning curve for baby boomers. The ones that can learn will move ahead, while the others are left behind. I guess it's a combo of economics and evolution.
http://tr.im/gk8j
Okay - 'Luddites,' 'dead simple processes' and 'trouble with technology learning curves?' I'm really trying not to react with the emotional equivalent of a four year old on this one... BUT
May I suggest we consider some examples of people in the Boomer age group right now - off the top of my head:
- Barack Obama
- Steve Jobs
- Ward Cunningham
Not exactly marginalized, incapable chaps.
I agree that my "me generation" would probably dig seeing videos and blogs that reflect purely our interests. That's something that still shames me as a Boomer. And I'm not proud of the state many of us have driven our economy and world into... through vice or negligent leadership.
But to (even subtly) propagate the myth that we're incapable of keeping up with technology by using phrases and terms like that is irritating.
Perhaps I'll be one of the only Boomers to write back about it; but I'll guarantee you we're not all that stumped by online forms and all that really hard stuff! Make the text big enough, and we'll sail through.
Repeating the stereotype that Baby Boomers are "Luddites" about technology just perpetuates the stereotype. That's like saying that "all 20-somethings don't get Twitter."
you cant begin to understand the challenge ahead of us "twitterholics" and "business people"
we must begin a movement of education of both walks of life if we are going to get our country out of this recession and it starts with each one of us!
http://twitterpayitforward.blogspot.com/
please help support the movement- twitter will do BIG things for SMALL business in 2009!- justinrfrench
please join me fellow twitterholic in the passionate pay it forward with twitter movement!
this is the kind of news we are waiting for! opportunity to make a difference! lets get on it people!
People forget that it was boomers who invented this whole PC/Internet thing. Vint Cerf was born in '43, Tim Berners-Lee, Steve Jobs, and Bill Gates in '55, and RMS in '53. Those of us who didn't invent were there to adopt. It was because of the boomers that today's kids grew up with the tech.
Well said by E Ad Wacer. And Buffet was the boomer who BOUGHT Myspace. He may not use it, but he obviously picked up on the mass appeal of this tech.
My dad who is 60 something spends a great deal online, mostly reading news sources and networking with others his age. It is great for him, as he can do it at his leisure and it introduces him to a global audience. He loves it.
Rock on boomers!
that's good
What This Means
For companies wanting to reach out to the Baby Boomers online, this data shows that spending at least a portion of your budget on social applications for the group isn't entirely a waste of time and money. The group isn't as active online as younger generations are, but their participation levels are now moderate and increasing.
more web2.0 design here
http://www.csshook.com
FTA - "And if you're looking for feedback and contributions from the Boomers themselves - like comments or criticisms - make that process dead simple. Don't introduce overly complex sign up forms or processes."
I was with him right up to the conclusion. It is not a matter of making the process simple. It's about making it civilized and informative. Boomers have little tolerance for angry trash talking punks who write like tHiS (or is it "right like tHiS"?) while saying nothing of interest to anyone. A closely monitored site is more important than a simple sign in process.
Very happy to see we are getting the attention. Being a younger "boomer" I am always online and very into the various social media sites. You have to consider the dating sites as well since many baby boomers are single and there are not enough places for people of our age range to meet - so what's the alternative - the internet. Thank you I appreciate this very much
Thanks for the article ~
Given that the research shows that this demographic is a highy viable one, I'd say that putting a little effort towards reaching out to this group would be profitable.
I will say that one concern that I have noticed among baby boomers is their own digital security. If you can convince them (rightly) that it's safe, they will go there and commerce.
I was doing a little research on that myself and found this site: http://www.justaskgemalto.com.
I was wondering if you wouldn't mind expanding on the topic for your readers to include tips for people to remain digitally secure on line (assets and identity).
thx.
Humm -- this Boomer has numerous blogs, wikis, nings, videos and so on -- also sign on to beta test a lot of sites. No, my content isn't as cutting edge as I'd like - due to workplace and rural living constraints more than age or attitude!
You may be missing the fact that we Baby Boomers are a sandwich generation - caring for multiple generations while still active in other pursuits and working full-time. As Boomers retire, IF we retire, you'll probably see our online activities increase as leisure time increases.
Dennis: that's like saying "all 20-somethings GET Twitter."
Edwacer: I spread that stump speech also! kudos
Multi-generational sharing, admiration and respect is the way to go! For personal stuff I may want to be social with other Boomers, but would never want to be told that it is the only social sphere where I "belong" all the time. And I don't purchase much of anything targeted for Boomers -- I shop for gifts for friends of all ages.
If you are looking for 'boomers' to comment, give them something intelligent to comment about - not just a rehash of what everyone else is saying or selling.
You say this group is now large enough to 'target' with a social application --- excuse me, but I don't just hang out with old people--- I interact with people who have important things to say no matter what their age, colour or country is. And, frankly, I'm not enthused about being 'targeted' by mainstream garbage.
I am one of what you classify as 'older boomers', and I socialize on facebook, use twitter, am on friendfeed, have several squidoo lenses and websites on different subjects; have created my own videos; buy AND sell my goods on the net; and have friends who make their living through videos, podcasts, creating forums etc.
Don't know how or from whom these figures were gathered (Forrester, yes, but who did they interview?)- they aren't indicative of the people I have met on the net.
As 'Eadwacer' noted above -- you are forgetting who started this stuff in the first place! Time to adjust your point of view and take the blinders off.
Colleen - most of the twenty-somethings I know DON't get Twitter - they are into regular text messaging and Facebook.
I don't really understand how a 43 year old falls into the category of boomer. Makes it an impossibly large cohort.
(I am 48 and kinda resent being lumped into that group anyway - my parents were seven and nine when the war ended.)
Social media is definitely a way to reach these baby boomers. Lets face it! Despite much criticism around twitter, facebook and other social media sites they continue to attract more people. Lot of corporates noticed this trend and even started participating in these social media either to attract talent or to make themselves popular.
Any thoughts?
My thought is that sreedhar is a social media expert moron to the nth degree.
But my real reason to comment:
What is the deal with the "justaskgemalto" spam I'm starting to see? They're not exactly small.
Thank you fellow boomers (I'm 53) for correcting stereotypes about us. Many "older" boomers have come late to social media because they're deep into careers where it hasn't been required. And we don't want things simple out of the mistaken belief that we're Luddites. It isn't true. We want things simple because that's how thing should be designed. (Thank you Steve Jobs).
Also, more boomers are going to social media sites to talk and interact because they're more to talk about. That is to say, a person can now find tons of TV shows and movies and music clips on line (Thank you Hulu and iTunes) that represent the original programming of their youth. I watch classic rock videos on YouTube. I watch talk shows from the 60s and 70s on Hulu. The experience makes me want to discuss "the old days" with other people of my age group.
And this Luddite crap needs to stop. Boomers aren't alone in adopting all sorts of media. Far older people are doing it to, according to various studies. Keep in mind -- and this is true -- the average lifespan of Americans is increasing by two months per year. People are living longer. And they'll be using the Web and its applications for everything from entertainment to commerce to communication to starting companies that kick the ass (or serve the interests) of 20 year-olds.
Gary Robbins, science writer, The Orange County (CA) Register
I disagree with a lot of this.
Stop the discrimination please! The boomer generation is lucky to have been born at a time when things were looking good, IN RETROSPECT.
@Gary Robbins above is absolutely right. My only difference would be that I prefer to discuss older films, etc. with the younger generations, explaining as necessary, discovering their ideas, rather than hashing the same old discussions with people my age (I'll be 55 soon, by the way).
This research makes one wonder, for the almost 40% that are not using some form of Social Media, are we leaving them out or do we need to find additional ways to include them (i.e. the old fashion e-mail way for now)?
I would not consider myself a Luddite...I don't want to return to the 'good old day's' of newspapers, tv and radio..things evolve, technology allows for changes, and for us as 'people' to change, to evolve.
After a five year hiatus from 'hands-on' business activity with the computer (I was a caregiver to my parent, and only had access to dial-up), I was completely overwhelmed with the internet, and all the various applications of 'social media'.
In retrospect if I had had access during my caregiver years, I might not have felt so lonely and isolated.
I finally launched a website on New Year's eve of this year, after six months of painstaking information gathering and learning about website development...it doesn't have all the bells and whistles attached to most sites, but it's presentable and I feel represents a good alternative for good old-fashioned commentary.
I agree with Gary Robbins comment..."we want things simple because that's how they should be designed"
Actually I found this read/write web through the 'add this' community, because I want to include that button on my site, and have decided to subscribe to this site.
In my endeavor to become 'enlightened' I meander around this wonderful maze called the internet.
Check out www.sonicboomers.com for a music and news website devoted specifically to Boomers.
In response to the personal email from Sarah Perez on my previous comment (#14).... I thank you for taking the time to respond personally on my comment "don't know how or from whom these figures were gathered". You say "Forrester is a respected analyst firm ..". Yes, they are, but in their own statement there are pre-suppositions made in the gathering of information. To quote:
"The sample was drawn from members of MarketTools’ online panel, and respondents were motivated by a sweepstakes drawing. The sample provided by MarketTools is not a random sample. While individuals have been randomly sampled from MarketTools’ panel for this particular survey, they have previously chosen to take part in the MarketTools online panel."
Two obvious pre-suppositions are that we would be interested in being members of "MarketTools' online panel" and that we would be "motivated by a sweepstakes drawing". That cuts out a huge segment of the population. Even if they "weight" their sampling, the biases and pre-suppositions are endemic. This is where we need to remove the blinders.
Does this mean you will make a profit by creating products for those categories outside of the survey sample? Perhaps yes, perhaps no. But lets not look at market research as the holy grail and follow it blindly.
Older Boomers (Critics): 15 to 34%!
Forrester Research reports dont stop surprizing
Besides spouting out a bunch of numbers what does this article contrbute to the process of engaging boomers online?
"Create blogs or videos that relate to the life of boomers"?
Is that what people should be doing for any demographic? I appreciate the article but it was not really informative or englightening.
Then again this is only my opinion.
Great article ~
I mentioned it on my Web 2.0 Blog here:
http://pixelvoiceblog.blogspot.com/2009/02/keeping-up-with-buzz.html
>Technology is outpacing the learning curve for baby boomers.
Ahh, the arrogance of youth. Hate to disabuse you of your mistaken notions but it was the baby boomer generation that created all that you youngsters now hold dear.
Class rage aside, it probably has not occured to the researchers that many baby boomers may not wish to opt into web 2.0. We may not feel a vague uneasiness about being alone. We have developed our relationships over decades and there is not some primordial fear that if everyone in world does not know what we are doing this immediate second it is a tragedy. Why, I don't even answer my home telephone sometimes. This will shock the younger generation but I can go days without turning on my computer, cell phone, or television.
How insulting can you get? We are interested in the same range of things as other age groups. We vary in capabilities in the same way as other age groups also, from extremely tech savvy to "don't want to know" luddites.
"How insulting can you get? We are interested in the same range of things as other age groups. We vary in capabilities in the same way as other age groups also, from extremely tech savvy to "don't want to know" luddites."
Yes,from extremly tech savvy to "don't want to know" luddites", but maybe there is another point of view to consider.
Ever thought that boomers, retired, soon to be retired or whatever name you have,are just smarter than that.
Many boomers created real, proven track businesses on line, with no need to report online what they are doing,24 hours per day ,to get attention.
They have better things to do.
Retired, not tired
and certainly not stupid!
Boomers will come alive and flock to the web once we discover a network that brings back memories. We desire to stay connected with our grown children. Our full lives have provided many memories. Give us activities like we experienced when the kids where young. Build a way to enhance our memories and we Boomers will come.
This is a great article. As a builder for Active Adults in Atlanta, I have read numerous articles on the internet habits of Boomers. We need to remember, Boomers vary in age, interest, eduction, and activity just as any other generation. To categorize Boomers in any way is to invite trouble. To reach out to the Boomers with content that will be interesting to them is just as varied as any generation. But it is a great demographic to reach out to.
Teaching a section of our college's first-year seminar, I find nearly all our freshmen don't know how to use RSS feeds, have never set up a blog, haven't tried cloud computing and don't listen to podcasts. They all have Facebook accounts, email and send SMS, but they are not particularly savvy despite the "digital natives" sobriquet.
this is the kind of news we are waiting for! opportunity to make a difference! lets get on it people!
four you web...
FreeSeniorCitizensSolutions.com
We have a national website that is the largest, most comprehensive website of its kind devoted to helping senior citizens. Our mission is to be a free resource for Senior Citizens regarding Medicare, Medicaid, Medigap policies, Discounts for Senior Citizens and other essential information for independent living.
The baby boomer generation is so extensive that it can utilize the services of all industries. And in addition to senior citizens over age 65, we have a large number of members that are ‘pre-senior baby boomers' that are in the 50-65 year old range who are about to begin their golden years and will need the services that current seniors are utilizing now.
What we are trying to achieve is to expose all of our members to the services that your company can provide. From our research, the baby boomer generation reaching retirement age will be increasing for the next 20 years, and the opportunity to serve this growing demographic will be a tremendous source of business in the future.
We are interested in forming a corporate alliance to enrich this population's life and assist a generation of people that now require all of our services.
We are currently receiving a large number of inquiries from companies seeking to partner with us and are selective as to the companies we are seeking to align ourselves with. If you wish to be considered for inclusion in this alliance, wish to link our sites in a web partnership or would be interested in advertising via a banner ad, contact us at mark@FreeSCS.com.
Warm Regards,
Mark Bowman
President
FreeSCS.com
The sample was drawn from members of MarketTools’ online panel, and respondents were motivated by a sweepstakes drawing. The sample provided by MarketTools is not a random sample. While individuals have been randomly sampled from MarketTools’ panel for this particular survey.
Despite much criticism around twitter, facebook and other social media sites they continue to attract more people.
Thanks for the article ~
Given that the research shows that this demographic is a highy viable one, I'd say that putting a little effort towards reaching out to this group would be profitable.
Well said by E Ad Wacer. And Buffet was the boomer who BOUGHT Myspace. He may not use it, but he obviously picked up on the mass appeal of this tech.
thankssss
These tools are awesome! Thanks for sharing
I found a good post not too long ago on the value of a click via Social Media and Twitter in particular. I don't remember the URL, but you could probably find it with a search...was pretty cool stuff.
The sample was drawn from members of MarketTools’ online panel, and respondents were motivated by a sweepstakes drawing. The sample provided by MarketTools is not a random sample. While individuals have been randomly sampled from MarketTools’ panel for this particular survey.
thankssssss
boomers are communicating in all sorts of new ways and new sites are being aimed directly at them...going to las vegas? check out http://www.boomersguidetolasvegas.com/
awesome tools. thanks for sharing
33 Exceptional Logo Rebranding In 2008 For Your Inspiration - Opensource, Free and Useful Online Res… 1 points posted 6 months ago by jeethu tags branding ideas rebranding
hha, i'm not quite sure about it.
thanks for sharing
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