Are Digital Marketers Ignoring Baby Boomers?

Boomers spend more time and money online than any other demographic

Boomers’ lives are going in many different directions, as empty-nesters, step-parents, grandparents and caregivers. For all of these roles, the internet and digital media are absolutely essential.

eMarketer estimates 78.2% of this cohort is online, nearly 60 million adults. Even as their numbers decline, that penetration rate will remain high through 2015. And they control more than $2 trillion in annual spending.

“The baby boomers grew up being chased by marketers and advertisers that tailored products and brands to appeal to them,” said Lisa E. Phillips, eMarketer senior analyst and author of the new report, “Digital Lives of Boomers: Reaching Them Online.” “Now the median age of this cohort is 55, and many boomers feel as if they have dropped off many marketers’ radar.”

US Baby Boomer Internet Users, 2011 & 2015 (millions and % of baby boomer population)

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