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Boomers in threes a look at the generation variation and digital behavior


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Boomers in threes a look at the generation variation and digital behavior

  1. 1. Boomers in threes: a look at the generation variation and digital behavior<br />
  2. 2. The Boomer generation in threes<br />Young’ns<br />Middle of the Road<br />Gettin’ There<br />Born in ’64<br />Born in ‘52- ’58<br />Born in ’46<br />MeganAge 46 <br />CrawfordAge 55 <br />Eileen<br />Age 64 <br />Source: Mature Market Institute (2010)<br />
  3. 3. Meet Megan<br />I’m 46.<br />I have 2 children, which still live at home…<br />Both my parents are still alive, and I check in on them often.<br />I haven’t really thought about retirement yet, but when I do I’m quite certain I won’t have enough money.<br />Source: Mature Market Institute (2009)<br />
  4. 4. Meet Crawford<br />I’m 55.<br />I have 2 children, one just left home, the other is pregnant with my first grandchild.<br />My father died two years ago, and my mother’s health is starting to go – I worry about how much money I need to take care of her.<br />I‘ve been thinking retiring – 65 is my target age – but I’m not sure how I’ll handle all my family’s needs. <br />Source: Mature Market Institute (2010)<br />
  5. 5. Meet Eileen<br />I’m 64.<br />My family has changed in recent years: my 2 children both have their own children now, and my older relatives have started to pass away. Both of my parents are deceased.<br />I meant to retire at 62, but am still working part-time… I am ready for retirement!<br />Source: Mature Market Institute (2009)<br />
  6. 6. Does a digital strategy for the older Boomers even make sense?<br />Middle of the Road<br />Gettin’ There<br />
  7. 7. Crawford and Eileen are 2 of 20 Million people over 50 on the web<br />c<br />Source: Forrester (2009), Pew Internet (2010), AARP/Microsoft (2009), Nielsen (2008)<br />
  8. 8. c<br />Social media plays a role, but it varies by age<br />MeganAge 46 <br />According to the Forrester Social Media ladder, Young’ns are most likely to be active contributors, while Gettin’ There’s are most likely to be a spectator, but not participate.<br />Though not everyone is the same…<br />CrawfordAge 55 <br />Eileen<br />Age 64 <br />Source: Forrester (2009)<br />
  9. 9. Your spectator might be a critic some day<br />c<br />Young’ns<br />Middle of the Road<br />Gettin’ There<br />16%<br />15%<br />Creators<br />Critics<br />35%<br />34%<br />Collectors<br />18%<br />13%<br />Joiners<br />24%<br />14%<br />Spectators<br />68%<br />62%<br />Inactives<br />29%<br />35%<br />Source: Forrester (2009)<br />
  10. 10. Key considerations for Boomers online<br /><ul><li> Who is your specific audience?
  11. 11. Technology adoption as Young’ns get older…
  12. 12. Social Media “involvement” approach vs. marketing strategy</li></li></ul><li>Useful sources<br /><ul><li>The MetLife Study of Boomers in the Middle: An In-Depth Look at Americans Born 1952-1958 (2010)
  13. 13. Internet, Broadband and Cell Phone Stats (Pew Internet 2010)
  14. 14. Chronic Disease and the Internet (Pew Internet 2010)
  15. 15. Boomer Bookends, Insights into the Oldest and Youngest Boomers (2009)
  16. 16. Boomers and Technology: An Extended Conversation (AARP/Microsoft, 2009)
  17. 17. The Growth Of Social Technology Adoption (Forrester, 2008)
  18. 18. How To Reach Baby Boomers With Social Technologies (Forrester, 2009)
  19. 19. Online Baby Boomers: A Demographic Profile (Forrester, Nov 2009)
  20. 20. The State Of Consumers And Technology: Benchmark 2009, US (Forrester, 2009)
  21. 21. The Mobile Difference (Pew Internet 2009)
  22. 22. Patients Rising: How to Reach Empowered, Digital Health Consumers (Kru Research 2009)
  23. 23. Home Technology Factbook (Nielsen 2008)
  24. 24. Listening to Consumers in a Highly Regulated Environment: How Pharmaceutical Manufactures Can Leverage Consumer Generated Media (Nielsen 2008)
  25. 25. The Social Technographics® Of US Online Health Information Seekers (Forrester, 2008)</li>