Since 2010, there has been a notably increased use of social media usage by baby boomers. Despite the rapid growth, less than 50% of the baby boomers are registered on social media platforms. 82% of boomers who have adopted the use of the internet have at least one social media account.
They did not have access to social media until they were already well into building their careers. Did you know that baby boomers spend more time on social media than watching TV? They may not create a very massive impact, but you can gain views on Instagram from 23% of U.S. baby boomers on the platform if you know how to attract and approach them.
Who are Baby Boomers?
Baby boomers are currently the oldest generation in the workforce or have already retired. After World War 2 in September 1945, there was an unexpected surge in the number of babies born. The U.S. recorded a 20% increase in birth rate from the previous year. This trend continued until the mid-1960s.
No one reason can explain the boom in births during this period. However, many argue that peoples’ desire for normalcy after the war was the intention. Due to the desire for a brighter future, baby boomers made up almost 40% of the U.S. population in the 1960s.
Baby Boomers Statistics on Various Social Media Platforms
This generation generally faces some technical challenges when posting on different social media platforms, but they have accepted social media for communication and research.
The majority of baby boomers, at least 68% have a Facebook account and according to Facebook, at least 10% of their users are aged 55 and above with 6% being female, and 4% male. It is not only in the U.S. In the Netherlands, at least 75% of baby boomers are active members and users of Facebook.
Baby boomers are unlikely to use Twitter due to its interface. It has a continuous stream of information and frequent updates that may not be interesting to old users. It also explains why they opt for Facebook, with content that can easily be scrolled. Despite this, 6% of Twitter users are baby boomers.
Instagram, like Twitter, does not interest many baby boomers. This photo-sharing app is becoming increasingly popular among users who are 55 years and above. The numbers are increasing steadily. But with our services, IG business account owners can speed it up and attract baby boomers at a higher rate.
Best Ways to Market to Baby Boomers
If your brand plans to tap the baby boomer demographic, you can achieve this in various ways since they are present on all leading social media platforms. However, the greatest penetration is on Facebook. The following are factors to consider when marketing to boomers:
Boomers are Tech Savvy
There is a stereotype that boomer parents and grandparents ask the current generation to show them how the current technology works. It does not really apply to Boomers in reality. 96% of baby boomers use search engines, 95% use email, and 92% do their shopping in online stores.
There is a great generation gap when it comes to what customers are looking for when researching and comparing prices. It is something to consider when advertising your services or products to baby boomers. There are two types of consumers:
- Digital consumers – 18-37 years
- Traditional consumers – over 38 years
Digital consumers concentrate more on product reviews during online research while 64% of traditional consumers are more interested in the price comparison.
Videos Get a Greater Response
If you are looking to connect with baby boomers on Facebook and LinkedIn, you should create shareable video content. Baby boomers are 19% more likely to share content on social media platforms than any other demographic. More than 50% of them watch online videos.
Do not use slang since it alienates users and often makes a business appear insincere. It creates miscommunication resulting in a lack of clarity. It is the worst-case scenario for businesses that invest in a marketing campaign.
Avoid the Terms ‘Old’ or ‘Elderly’
These two words are viewed as derogatory in American culture. The majority of baby boomers are in their mid-sixties, still having fun and living full lives. As a marketer, your job is to empower them to achieve their goals.
Aging generations often consider themselves younger than they actually are and it is therefore recommended you display visuals with models approximately 10 years younger than the target demographic.
Have Clear Links to Policies and Documentation
Baby boomers prefer going through long-form content to help them make a purchase decision. Your business should provide clear and documented instructions to address these needs. All generations appreciate a research process with all the information at hand. It enhances transparency and gets them to like your way of providing services thereby improving user satisfaction and increasing the likelihood of a purchase.
Make Things Accessible
Digital accessibility refers to how easily information can be viewed and understood by different audiences and demographics. It is a major factor to consider especially for the aging population. Many baby boomers wear glasses and find it difficult to read small text.
When sharing content on an image or through a website, take care of the following:
- Font Size – avoid using fonts smaller than 16pt to ensure clear readability. Users can adjust the font directly on their devices but when targeting the boomer population, it is important to take extra steps to increase readability.
- Contrast – it is a key component of readability. Websites and images should use dark typography on light backgrounds.
Baby boomers are contributing to the change taking place on social media. They are among the group of people that spend most of their time on the internet. It helps them flourish economically and socially by keeping in touch with their friends and family around the globe.
What are the 5 generations?
Baby Boomers: born 1946 to 1964; Generation Jones: born 1955 to 1965; Generation X: born 1965 to 1980; Xennials: born 1977 to 1983; Millennials: born 1981 to 1996; Generation Z: born 1997 or after.
Are Baby Boomers and Boomers the same thing?
Baby boomers (often shortened to boomers) are the demographic cohort following the Silent Generation and preceding Generation X.
How old is the youngest ever Boomer?
The youngest baby boomers, born in 1964, turned or will turn 55 this year.