The first online research study conducted by ThirdAge Inc. and the new "JWT BOOM: Boomers & Beyond," under their strategic partnership, was unveiled yesterday during the Beyond the Numbers: Boomer Marketing Summit in 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.
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.
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% of the population, and has the majority of the buying power in the United States. They account for 70% of the U.S. net worth, controlling 9 trillion. In the next 15 years, the 50-64 age popular will grow by 50% and the 65-plus population will grow 32%, while the traditionally coveted 18-40 Gen-X and Gen-Y populations will grow only 3% combined.
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.
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.
