Why Digital Marketing Strategies Should Not Ignore Baby Boomers

Senior Man Using LaptopAccording to the findings of a new study produced by the AARP and Google/Ipsos MediaCT, the Baby Boomers among us should not be excluded from digital marketing strategies.

The study in question, which explored the shopping tendencies of the 50+ demographic of Boomers and seniors, shows that seniors aren’t as resistant to technology in their shopping experiences as some might expect.

The study found that watching online videos is an important activity for the demographic, and these videos make a significant influence in spurring them to action.

Coverage from Folio today indicates that 75 percent of Boomers and 68 percent of seniors “take some form of action after watching a video.” 57% of them subsequently visit a retailer or store of some variety, while another 37% place a call to the store or organization connected to the video.

41% of this group even forward links or videos to someone they know who may be interested in the advertised product or service.

“The study reported that Boomers and seniors highly value the Internet as a source of information,” Tuesday’s report reads. “84 percent and 77 percent, respectively, view it as the number one source of a variety of content.”