Although many a joke has been made about Baby Boomers and their inability to embrace technology, a recent study from Razorfish and GWI shows that rather than shying away from it, Boomers are not only confident about tech but use it for new product discovery and purchase.
The sample of 1,003 U.S. respondents ages 57 to 75 found 70% of Boomers are curious about new technology, devices and apps, and nearly as many (62%) like to dabble and learn how to use it.
Because of this, 70% also say they feel confident using the latest technology.
When purchasing a new product, 71% will visit a brand’s website to learn more. More than half (56%) read reviews on consumer review website, and 39% have watched video reviews of products and services. Just 14% acknowledged needing help from their children or grandkids.
When asked about the ways in which technology is important in their lives, 57% said it aids in shopping for products. Shopping giant Amazon, it turns out, is among the Top 10 favorite brands for 73% of those polled.
Interestingly, more Boomers than Gen Z or Millennials said they visit a retailer’s website or apps weekly: 44% of Boomers vs. 39% of Millennials and just 27% of Gen Z. Almost the same percentage of Baby Boomers (43%) visit e-commerce sites weekly, which was more than for Millennials (39%) and Gen Z (30%). And new product discovery through retailers’ or brands’ websites was achieved by more Baby Boomers than the other two age groups.
In assessing all of this information, Razorfish, a marketing agency, suggested retailers and brands re-examine their assumptions about Boomers and nurture them as a digital audience.
“When you think about the fact that Boomers hold nearly 50% of total U.S. assets and account for more than 20% of spending, there’s a massive opportunity for brands and marketers to engage with them more deeply through digital channels,” said Nic Chidiac, chief strategy officer of brand and experience at Razorfish. “This research is an eye-opener for anyone that doesn’t think this cohort knows its way around the latest technology products and platforms.”