Baby Boomers are Doing More Scrolling and Shopping

While Facebook is still their favorite social media platform, the number of global Boomers using video-based apps is climbing. Networks are becoming more about entertainment and brand engagement, with more in this generation saying they follow influencers over time (+13% between 2020-2023).

The Baby Boomers are the generation of children born between 1946 and 1964. The Boomers came of age in a time of post-war growth, which also saw a rise of unprecedented affluence and prosperity.

It was also, however, a pre-internet era. This means that the Baby Boomer generation grew up savoring the thrill of the consumer hunt. Even now, as the internet has utterly transformed the commerce landscape, many Boomers still do most of their shopping in physical stores.

According to a study put out by Forbes, about two-thirds of Baby Boomer consumers are more likely to buy a product they can view from all angles. What’s more, Boomers are loyal customers and make great return shoppers. These points, combined with the historic buying and saving power of this generation, mean that many Boomers’ shop entirely in person.

Their relationship with marketing is an area for improvement. They’re the least likely generation to feel represented in ads and to report buying brands they’ve seen advertised. And research shows that they’re not just less visible in this space, but often misunderstood.

As a general rule, the more represented people feel, the more responsive they are to advertising. This means there’s a strong business case for marketers adapting the ways they speak to older audiences in the year ahead.