It seems despite all the newly baked books and freshly sprung boomer-focused marketing tips, people continue to raise one question: how do we really reach the boomers, particularly boomer women, who make many of their household’s purchasing decisions? Words like “touch points” and “psychographics” are casually thrown about in brainstorms, but often with little headway. For many, the breadth of this demographic is just too daunting.
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So, here’s a clue. Go online. While some marketers are still not entirely convinced that older adults are in fact savvy enough to spend a lot of time on the Internet, according to Inside Facebook, they could not be more wrong. The online social networking powerhouse recently released a demographic breakout of users, and found that the female 55+ audience has grown by over 175% in the past six months.
What initially began as a youth-focused network has evolved into a multigenerational playground, where boomer grandmothers have joined their children and grandchildren in connecting with elementary school, high school, college friends and others from their past. They aren’t waiting for social networking sites specifically tailored to them…they are jumping in now, head first.
While this isn’t necessarily a watershed finding, for those who had any doubts about the power of the boomer voice in cyberspace, cast them aside. And, consider ways to take advantage of where this demographic is soaking up life.
Amanda Sobanet