Boomers: Technology’s Big Spenders – One More Reason Why Marketers Still Need to Target Boomers

(On January 1, 2011, the first of the Baby Boom generation begins to turn 65. While marketers have traditionally viewed anyone over 49 as over the hill, there are compelling reasons why overlooking Boomers isn’t smart for business. During the course of the next few weeks, we’ll be highlighting 65 of those reasons.)

One of our main goals in creating the 65 Reasons to Target Boomers series is to puncture some of the myths that have been keeping businesses from embracing the magic of the Boomer market. Perhaps there’s no bigger myth-bubble to burst than the one that says Boomers are technophobes. We suspect that some of this comes from the propensity of researchers to lump Boomers into the age category of 50 and above, rather than the more representative 46-64.

This was borne out by a recent article in Advertising Age, which coalesced research from a number of sources to arrive at the somewhat astounding (to some) conclusion that Boomers are not only eager adapters of a wide range of technologies, but are in fact, some of the biggest consumers.

According to Forrester Research's annual benchmark tech study, Boomers in the 46 to 64 age group now spend more money on technology than any other demographic. This includes everything from purchase of devices and gadgets to monthly telecom fees, even online purchases! As Patricia McDonough, senior VP-analysis at Nielsen Company put it, Boomers “represent 25% of the population, but they consume 40% [in total dollars spent] of it."

From everything we can see, Boomers desire for technology will not diminish. In fact, we look forward to seeing how the demographics of purchasers of e-readers like the iPad and the Kindle break down. The implications of this for electronics manufacturers are staggering, even as they try to balance Boomers’ desire for the benefits of technology with the need for more user-friendly features for aging eyes and less-than-limber fingertips.

(Source: Advertising Age)
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