Connect with us

Headlines

“Digital Boomers” Is Not an Oxymoron

Older consumers more comfortable with tech than widely believed: survey.

mm

Published

on

“Digital Boomers” Is Not an Oxymoron
PHOTOGRAPHY: lucigerma/iStock.com

Despite baby boomers’ affluence and affinity for technology and digital experiences, just 6 percent of marketers identify that cohort as a part of their messaging, with most opting to “age down” their brand. That finding, in a new study by marketing firm Razorfish, indicates marketers and businesses (including retailers) may be neglecting some of their wealthiest potential customers.

“When you think about the fact that boomers hold nearly 50 percent of total U.S. assets and account for more than 20 percent of spending, there’s a massive opportunity for brands and marketers to engage with them more deeply through digital channels,” said Nic Chidiac, Chief Strategy Officer of Brand and Experience at Razorfish. “This research is an eye-opener for anyone that doesn’t think this cohort knows its way around the latest technology products and platforms.”

Most oomers (70 percent) are curious about new technology and devices, and are eager to learn how to use them, either by reading about them in the news or trying them out for themselves. They are most interested in devices like laptops, smartphones, smart doorbells, locks, and security cameras.

Another finding showed boomers research major purchases like kitchen appliances and other expensive devices online, and one in four eventually buy these products online. While the majority still make large purchases in person, they are open to moving this experience online.

“What is fascinating about Boomers is how purposeful and enthusiastic they are when it comes to choosing the technology they interact with,” said Chidiac. “There’s a lot of potential to tap into their general excitement and optimism here, especially as we see a rapid technological transformation unfolding at a higher click.”

The study’s sample population was 1003 U.S.-based boomers (ages 57-75).

Advertisement

Click here for the full study

Advertisement

SPONSORED VIDEO

After 139 Years, A Family Legacy Finds Its Perfect Exit With Wilkerson.

When third-generation jeweler Sam Sipe and his wife Laura decided to close Indianapolis’ historic J.C. Sipe Jewelers, they turned to Wilkerson to handle their retirement sale. “The conditions were right,” Sam explains of their decision to close the 139-year-old business. Wilkerson managed the entire going-out-of-business sale process, from marketing strategy to sales floor operations. “Our goal was to convert our paid inventory into retirement funds,” notes Sam. “The results exceeded expectations.” The Sipes’ advice for jewelers considering retirement? “Contact Wilkerson,” Laura says. “They’ll help you transition into retirement with confidence and financial security.”

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Facebook

Latest Comments

Most Popular