Andrea Hill

How’s Your Baby Boomer Online Strategy Working for You?

With 80% of boomers shopping online, you need to consider how they like to be spoken to.

Published

3 months ago

January 14, 2024

Andrea Hill Instore January 2024 Issue

HERE ARE A few statistics to consider in 2024:

91% of baby boomers use the internet daily, including 149 minutes per day on smartphones.
The average boomer spends 27 hours per week online.
82% of boomers have at least one social media account.
The number of boomers who use TikTok has grown 57% since 2021.
Boomers who follow social media influencers have increased 22% since 2021.
80% of boomers shop online.
79% of boomers watch online videos.

Now consider that 43% of this demographic is comfortable with their cash cushion and that they hold 70% of the disposable income in the US, and you should be asking yourself, “Is our online game appealing to a baby boomer clientele?”

Many retailers are missing the boat when marketing to the 60-plus demographic. Boomers increasingly report that they don’t feel seen or spoken to in most advertising and marketing and that the messaging directed at them treats them as elderly, instead of as the vital, engaged people they are. According to research by CreativeX, older adults comprise just 4% of people featured in ads, and when they are depicted, 65% of them are featured solely in domestic settings — the grandpa effect. But this isn’t how boomers see themselves.

To appeal to your boomer clientele, consider tackling the following marketing to-do list for 2024.

Boomers value in-depth content that helps them make informed decisions. Websites offering robust articles, blog posts, and e-books that can be found through search or linked to through social media posts are rewarded with boomer engagement.

Boomers are watching a lot of streaming video, and according to GWI, “their growing engagement with video-based apps is … becoming more about entertainment and brand engagement.” If your social media outreach doesn’t include video, and if those video posts don’t include people over the age of 26, you should revisit your social strategy.

Baby boomers rely on reviews and testimonials when making purchasing decisions. Highlight positive customer experiences through testimonials on your website and social media channels to build trust and credibility.

One thing that is likely to frustrate baby boomers more than younger counterparts is mobile optimization. Make sure your website performs well on all smartphones and tablets, taking extra care to ensure that fonts are correctly sized and readable and that photographs are easy to view.

Tailor your marketing messages to resonate with the specific needs and interests of baby boomers. 65-year-old runners are concerned with watches that can handle sweat, and 68-year-old career women dress for long workdays followed by social engagements. Your website photography and social media posts should reflect the vitality of this demographic.

Make your content easy to share by incorporating social sharing buttons on your website. Grandmas and great-aunts are the oldest form of influencer and will take advantage of sharing your products and services if you make it easy for them.

Baby boomers tend to be more concerned about privacy and data security. Assure them that their personal information is safe and secure when interacting with your website or social media platforms.

Online strategies are often handed off to younger workers simply because we assume they’re more comfortable with the technology, but websites, social media, online shopping and streaming video aren’t just for kids. Offer your older customers the sophistication they expect in your communications, and you’ll reap the benefits.

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”