Baby Boomers & Matures: Fastest Growing Group on the Social Web

February 1st, 2010 No Comments

Social media is not the answer for everyone. More than that, the latest fad of Twitter is not the place every customer should be.

That is a controversial statement, but it shouldn’t be. The basic of marketing demographics applies to social media as well. If you are the AARP or selling nursing homes for baby boomer’s parents (aged 50+), creating your social network presence was not the first thing you should have included in your marketing plan. However, the fastest growing group on social media networks is not the Millennials – who were early adopters and on Facebook since it was a closed network in 2004 and on Twitter since 2007 or 2008 (or, as they say, #herebeforeoprah). Rather, the fastest growing group is the Baby Boomers and Mature set. Therefore, while you may not have needed to market to them online  a few years ago, today you’re being left out if you don’t include a digital strategy in your marketing plans. However, as will be discussed on the next post, there is no one size fits all approach and online marketing to matures differs than marketing to millenials.

According to recent eMarketer data, only 44% of Baby Boomers (aged 44-62) maintain a social networking profile and only 36% of matures (63-75 do). Nevertheless, that’s up from 30% of Boomers in 2007 and 10% of Matures the same year.

As eMarketer notes:

Baby boomers have always been good communicators, as evidenced by their presence at sit-ins, protests, demonstrations and “happenings” in the 1960s. So it was inevitable that boomers would check out social media sites.

“Creating and renewing personal connections online is the biggest draw for these boomers,” said Lisa E. Phillips, eMarketer senior analyst and author of the new report, “Boomers and Social Media.” “About 47% of online boomers maintain a profile on at least one social network, according to several sources. Their contacts include family, friends and co-workers of all ages.”

“Boomers expect that technology will help them live longer and better lives and keep them connected to family, friends, co-workers and, eventually, healthcare providers,” said Ms. Phillips. “To fulfill these expectations, boomers are turning to social media, where they keep up their offline social connections and make new ones. Online marketing messages that help them build on their connections—and foster other online relationships—will get their interest.”

Leave a Reply