SUMMARY: As more and more baby boomers move online, retailers and consumer goods brands are scrambling to meet them there with round-the-clock customer service, detailed nutrition information, and interactive videos aimed at simplifying e-commerce for the uninitiated.
Baby Boomers are the Web’s largest constituency. They make up over 30% of US internet users. They spend 16 hours per week watching T.V. and 19 hours per week online. (Google/Ipsos). In addition a DMN3 survey of online Boomers found that 96.1% of use search, while 94.8% of Boomers use email. They often use the Internet to research health and wellness information, as well as plan and book leisure trips. (DMN3). So why are online marketers concentrating on Millennials?