It’s Official: Marketers Can’t Afford Not to Build Relationships with Boomers

The first online research study conducted by ThirdAge Inc. and JWT BOOM under their newly formed strategic partnership was unveiled today during the Beyond the Numbers: Boomer Marketing Summit in Las Vegas. The survey, conducted online at www.thirdage.com with over 1,210 adults 40+ years of age was designed to help marketers understand the current interests, preferences and habits of Boomers and their use of online media. Results of the survey reveal surprising new data, according to Lori Bitter, Senior Partner at JWT BOOM and Sharon Whiteley, CEO, ThirdAge Inc.

“ThirdAgers - baby boomers and mid-lifers generally in their early 40’s through mid 60’s - are regularly stereotyped as being technophobes and slow to jump on the technology bandwagon,” says Sharon Whiteley, CEO of ThirdAge. “However, our study shows that not only are they online, they’re surprisingly a formidable presence on the Internet.” Over 72% of ThirdAgers access the Internet from Broadband in their homes. This is significantly more than the national average across all age groups.

“A primary way boomers spend their time on the Internet is to research information, find resources and gain knowledge,” adds Lori Bitter, and the findings bear this out. Over 82% of all respondents are researching or reading information online on health and wellness for themselves and for their families.

According to the survey, the three top reasons. ThirdAgers spend time on the Internet are to seek out information (92%), to stay in touch with friends and family (95%) and to shop online (73%)”. Other high percentage activities include general browsing of the Web (95%), reading articles (91%) and research products before purchasing offline (86%). What they’re not doing is watching videos, writing blogs, playing games or downloading music.

Who Are The ThirdAgers?

Today, close to 108 million people are over the age of 45. This powerful block of boomers and mid-lifers in transition comprises over 40 percent of the population, and has the majority of the buying power in the United States. They account for 70 percent of the U.S. net worth, controlling $9 trillion. In the next 15 years, the 50-64 age popular will grow by 50 percent and the 65-plus population will grow 32 percent, while the traditionally coveted 18-40 Gen-X and Gen-Y populations will grow only 3 percent combined.

“Though some are striving to get more in touch with this compelling demographic, many marketers continue to do an ineffective job of building a trusted relationship with people who are over 40,” says Whiteley. “The conventional wisdom that Boomers and mid-lifers are set in their purchasing habits and resistant to marketing messages is a very costly myth. These generations have grown up in the information age; they will seek facts, data and peer input - and then, they will make up their own minds.”

Marketing Insights

While the ubiquitous viral and word-of-mouth marketing trend has been attributed to much younger age groups, Boomers and mid-lifers are sharing their thoughts, opinions and research with friends in numbers that should make any marketer stand up and pay attention. Based on survey findings, over 96% share information and details about new discoveries with their family, 84% with their children, 83% with their spouses and 71% among their co-workers making this cohort one of the most active groups in the viral marketplace. Given the times in which they grew up, ThirdAgers know when something is real or not, and they trust people in their same life stage to be open and honest with their opinions,” notes Bitter.

Research results also point to the fact that marketers would do well to understand the value of an integrated media plans when marketing to ThirdAgers as 92 % visit an online Web site after they’ve read about it in a print article. 89 % typically visit a Web site after seeing a print ad, and 83 % visit a site after seeing a television ad. “The Internet is also the only medium in which marketers can develop a one to one, inter-active and trusted relationship with their customers,” adds Whiteley. “This is an opportunity no one can afford to miss.”

ThirdAge Inc. is a leading online, media, marketing and consumer insight company exclusively serving the baby boomer and aging midlife markets. Pioneers in the arena, the site currently attract over 500,000 unique visitors a month with a core focus around community based health and wellness content, relationships and life stage transitions.

JWT BOOM is the premier integrated marketing firm specializing in reaching consumers ages 40+. Providing results-driven strategy and execution, JWT BOOM excels at helping clients build profitable and lasting relationships with boomers and mature consumers, the fastest growing and most financially powerful segment in the country.

Top-Line Findings:
Marketers Can't Afford Not To Build Relationships with Boomers

-- 82% are using a desktop computer to connect online;
17% are using laptops

-- 73% are using Broadband to access the Internet from home - higher
than the national average across all age groups

-- Boomers top interests regarding Internet use:

-- E-mail 99%
-- Browsing the Web 95%
-- General research (background info) 92%
-- Reading online articles 91%
-- Staying in touch with family/friends 90%
-- Product research before offline purchase 85%
-- Online shopping 73%

-- 82% are using the Internet to seek information around Health &
Wellness, while only 69% get Health & Wellness information from
doctors and medical professionals

-- Boomers participate as much or more in viral or word-of-mouth
marketing as younger age groups. Very or somewhat likely to share
product information or news with:

-- Friends 96%
-- Children 84%
-- Spouses/Partners 83%
-- Co-workers 71%
-- Parents 60%

Offline and Online Marketing

-- 79% would respond to promotional e-mails about products and
services

-- 92% have read about a Web site in a print article
(magazine, newspaper) and then visited online

-- 89% have seen a print ad and later visited the online site

-- 83% have seen a Web site advertised on television and later visited
it online

-- 65% will visit a Web site address after hearing it on a radio
commercial