The document discusses marketing strategies for reaching Baby Boomers online. It profiles different Baby Boomers and their varying levels of technology usage. While some Baby Boomers are not online at all, others are highly engaged with smartphones, tablets, social media and more. The document recommends a segmented approach that considers this range of technology adoption and focuses on usability, problem-solving messages, and integrating digital and social media marketing.

1. Marketing to Boomers
Boomer Demographics, Internet Usage
& Digital Marketing Opportunities
by Digital PR & Interactive Marketing Consultant
Mayra Ruiz-McPherson
of
Ruiz McPherson Communications, LLC

2. Boomer Demographic Overview
Older Boomers Younger Boomers
(born from circa 1946 to 1955) (born from circa 1956 to 1964)

3. MEET MY BOOMERS!
Ramon, 1946 Fred, 1955
Alex, 1949 Maria, 1956
David, Ines, 1951 Sly, 1960

4. Ramon, 1946
• Undergraduate degree
• Moderately mobile
– Android
• Voice mail
• Checks email
• Sends text messages
• Regularly online
– Email
• 3 email accounts
– Social Networks
• no
• Newspapers
• Not any more
• Commercials/Advertisements
– Online: appear to be spam
– On television: not as interested

5. Alex, 1949
• Undergraduate
• No online activity, ever

6. Ines, 1951
• Some college
• Lightly mobile
– Smartphone
• Voice mail
• Sends text messages
• Online moderately
– Email
• 1 email account
– Social Networks
• Facebook (passive)
– Online Banking
• Newspapers
• Hardly purchases
• Commercials/Advertisements
– Online: oblivious
– On television: generally receptive

7. David, 1951
• MBA
• Very mobile
– BlackBerry
• Voice mail
• Checks email
• Sends text messages
• Regularly online
– Email
• 4 email accounts
– Social Networks
• Facebook (passive)
• LinkedIn (professional)
• Read news
• Online banking
• Newspapers
• Hardly purchases
• Commercials/Advertisements
– Online: thinks they are spam
– On television: skips, ignores

8. Fred, 1955
• Undergraduate
• Hyper Mobile
– Smartphone
• Voice mail
• Sends text messages
• Photo & video sharing
• Social networking
• Business/work
– Tablet Usage
• News, blog consumption
• Online banking
• Gaming
• Music, Podcasts
• Shopping
• Watch TV
• Social Networking
• Facebook (active)
• Yelp (online reviews)
• Commercials/Advertisements
– Online: do not disturb him
– On television: not often

9. Maria, 1956
• Some college
• Hyper Mobile
– Smartphone
• Voice mail
• Sends text messages
• Photo & video sharing
• Social networking
• Business/work
– Tablet Usage
• News, blog consumption
• Online banking
• Gaming
• Music, Podcasts
• Shopping
• Watch TV
• Social Networking
• Facebook (active)
• Yelp (online reviews)
• Commercials/Advertisements
– Online: do not disturb her
– On television: very receptive

10. Sly, 1960
• High school graduate
• Lightly mobile
– Flip phone
• Voice mail
• Regularly online
– Email
• 2 email accounts
– Social Networks
• Facebook (participative)
– Online polls
• Newspapers
• Purchases 1-2x a week
• Commercials/Advertisements
– Online: ignore, skip
– On television: receptive

11. Internet Population by Generation
• According to Forrester
Research’s annual benchmark
tech study:
– 46 to 64 year olds now spend
more money on technology than
any other age group
– They also continue to be the
fastest growing demographic for
social media
– Boomers are also quickly catching
up to younger generations when
it comes to early adoption of new
technology.
• Based on Deloitte’s annual
media research:
– An estimated 66 percent of
Boomers use text messaging to
stay in touch. That’s about 20
percent less than younger
generations, but well over twice
the percentage of the 64-and-
older set who text.

12. Generations Online
2010 Summary
The chart to the right shows the
popularity of internet activities among
internet users in each generation.
Popular Online Activities
• Get news
• Buy products
• Participate in online auctions
• Do job-related research
• Do quick-info searches
• Belong to an online group
• Do quick searches about
“someone you know or might
meet”
• Get political information
• Check the weather
• Do online banking
• Make online donations

13. Boomer Internet Use Intensifies
2000 2002
• 24% online average per day • 34% say it would be "very hard"
• 5% online several times a day to give up internet
• 20% go online from time to time • 33% say "very hard" to give up
just for fun their cell phone
2008 2010
• 42% say it would be "very hard" • 69% online average per day
to give up internet • 36% online several times a day
• 46% say "very hard" to give up • 47% go online from time to time
their cell phone just for fun

14. Social Networking Usage for
50-64 & 65+ Demographic

15. Boomers & Technology
• Boomers are ready for more technology
– They’re actually more likely than those 18-49 —
by a margin of 59% to 55% — to agree with the statement:
“Technology will help me live a fuller life.”
• Boomers’ ideas for new technology center around health,
communications and the home
– Favorable towards ideas for more home automation
• Boomers still see room for improvement in communications
• CONLUSIONS
– It’s a mistake to view the boomers as a generation
whose technology habits will remain fixed
going forward
– Boomers have a dynamic, thoughtful
and ever-changing relationship
with new technology
– Boomers view world ahead with great enthusiasm and just a touch of caution
Source: Boomers and Technology: An Extended Conversation ; a study sponsored and prepared by AARP and Microsoft — October 2009

16. NOTEWORTHY CONSIDERATIONS
Boomer Marketing Fundamentals
Boomer Marketing Online

17. Boomer Marketing Fundamentals
• Recognize fragmentation
– Understand the boomer demographic is diverse and fragmented
• Do NOT underestimate value of professional marketing services
– Strong branding and identity
– Aesthetic image and commercial presentation
– Impactful copywriting and messaging
• Effective headlines, catchy titling, strong captions
• ALWAYS add your web site address to all marketing materials
– Plan for “site first, call last” behavior
• Typography
– Small print loses, big type wins
• Favored message themes
– Problem solving
– Cost savings

18. Boomer Marketing Online
• Identify your ‘micro-segment’ online
Not online Below average Moderate Above average Hyper online
online usage online usage online usage usage
• Digital-social integration
– Identify opportunities for extending message, reach
– Use as a complement to existing marketing activity to augment outreach
• Beyond the Boomers
– Plan for “site first, call last” behavior

19. “Piggybacking”
Online
OTHER INTERNET USERS CAN HELP
TO “CARRY” YOUR MESSAGE FORWARD
Boomers who ARE online
Media, reporters, bloggers
Community groups & members
Services & retailers
Interested third parties

20. Online: Lowest Common Denominator
• Identify ways to maximize the lowest common denominator
Not online Below average Moderate Above average Hyper online
online usage online usage online usage usage

21. MAYRA RUIZ-MCPHERSON
Digital Marketing Strategist
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