Should You Market to Baby Boomers on Social Media? | DMN3

Should You Market to Baby Boomers on Social Media?

Does it make sense to market to Baby Boomers on social media? What better way to find the answer to these questions than by going straight to this demographic. To better understand this group, DMN3 did an online survey of 1,000 people aged 60 to 69. We wanted to learn about their online activities.

Here's what we found.

Today’s Baby Boomers are more connected than ever before. They are using Facebook, search engines, smartphones and other digital devices to search for information and stay in touch with family and friends.

We learned how much time this group spends online and which sites they love visiting. Based on findings from a DMN3 study, Reaching Today's Leading-Edge Boomers Online, here are three (3) key insights we want to share.

Where Do Baby Boomers Hang out Online?

Our online research showed that an overwhelming 82.3% of them belong to at least once social networking site. Similar to other age groups, Facebook is the most popular site among today’s Boomers.

How Much Time Do They Spend Connecting?

While younger generations are constantly on many social media platforms, the same isn’t true for those over age 50. In fact, other than Facebook, respondents typically spend only one to two hours a week on social networking sites. However, a significant group (15.5%) spends 11+ hours per week on Facebook.

How Are They Influenced?

This older segment takes action based on what they see on social media, and most of the time it’s focused on finding more information. More than half of Leading-Edge Boomers will visit a company website or continue the search on a search engine after seeing something on a social networking site.

Key Takeaways

  • The majority over fifty who use social media, use Facebook
  • Many of Leading-Edge Boomers (15.5%) spend 11+ hours per week on Facebook
  • Over half of Boomers who use social networking sites visit a company website or continue their research on a search engine as a result of seeing something on social media