Marketing to Boomers online: we love to spend money, plan trips and influence others!

When my oldest daughter, Katy, graduates from the University of Georgia next weekend (with a degree in commercial real estate), we'll present her with a trip out of the country to somewhere she has never been. Just in case she reads this blog, I'm not revealing where she and her best friend are headed, but  I'm pretty darn certain they'll have a great time. (I've never been there myself, btw, but we boomers are like that - we indulge our kids first!)

I've had a lot of fun planning for the trip and managed to do the entire thing without ever talking with anyone. I found the resort online, booked the flights online, hired a car to pick them up at the airport, arranged to expand her cell service capabilities and even  alerted the bank that she'll be out of the country for a week so they don't deny her unusual debit card purchases (made with money I transferred into her account online). Of course, I've been teasing her with e-mails about the whole thing and she lovingly responds with text messages from her cell phone.

My point is simply this: marketers who continue to assume that they need only focus on Gen Y and Gen X in their online marketing are making a huge mistake. I confess during the entire process of planning Katy's trip, I found myself making quick decisions about what web sites I wanted to interact with and what service providers I was willing to send money to based on the experience I had with them online. Here's a tip for you web site developers: a page completely filled with "stuff" turns off Boomers, especially if the "stuff" is presented in nine-point type!

My insistence on finding and purchasing so much online isn't unusual for my generation. According to a recent report by E-Marketer.com, Boomers and seniors are frequently turning to online sources to do research and make purchases. And their significant economic clout is really starting to show in cyberspace. With an average household discretionary income holding steady at almost $30,000, Boomers have more money to spend online - and offline - than any other generation. And guess what? We're increasingly spending that money on booking online travel for ourselves! (Don't worry, Katy - Dad and I promise not to show up on your trip!) A big difference is we're looking to learn on the beach, not burn on the beach.

Boomers are not only getting - and staying - online, we're influencing seniors to do the same. In fact, the over-60 crowd is expected to grow from 17.5 million in 2006 to over 25 million by 2010. Unfortunately, too many marketers think that because this group largely retired before computers and high-speed internet access became the norm at home, there probably aren't very many who are online.

On the contrary, many find that now is the perfect time to learn a new skill like surfing the web. Many connect with their grandchildren on MySpace and Facebook.  Some are even looking online for opportunities to volunteer.

So, as you put together your 2008 communication and marketing plan for reaching Boomers, make sure you understand how we're changing and influencing online behavior or you may never get a shot at us! 

Comments

[Jerry]

You are all wet. The baby boomers are just big, spoiled by their caretakers (i.e., parents, teachers, etc.) babies and will never, ever, grow up to be responsible adults. While your projections of the oncoming over sixty generation may be accurate, you will find if you look at the way the bb's manipulate their credit, that they are doomed ultimately to poverty level incomes and will end up living as crippled adults in government housing. You can't run, you can't hide from losing your looks; and, alcoholics never recover from "wet brain" which, in all likelihood is your problem with your daughter. "Have another drink dear and we'll talk this over."

[Marilynn Mobley]

Jerry,

I'm not sure what you're so angry about but you've made a lot of incorrect assumptions. First off, it hardly seems fair to paint entire generations with the same brush. Every generation has its slackers. Every generation has its spoiled kids. Every generation has its irresponsible members who take more than they give. That has been true since time began.

But since you've chosen to indict my daughter - and me - without even knowing us, I feel I must respond, especially since you are so off base in your assumptions. My daughter completed all four years of college at a prestigious university on full academic scholarship. She also worked a part-time job the entire time, was an outstanding student who graduated with a very high GPA, secured an excellent job before she graduated (after considering several opportunities), and has been recognized as a leader and volunteer multiple times. She lives the values of being respectful of others, giving more than she takes and expressing gratitude for that which comes to her (whether as a gift or of her own making). I couldn't be more proud of her!

It is unfortunate that your experience and interactions have apparently left you with the impression that boomers and their children should be held in such distain. I certainly don't share your viewpoint, but I respect your right to make it.

[Lawrence]

This is a good post about high speed internet access because broadband communications is the future of internet technology.
http://www.1-satellite-tv-facts.com/T1-Internet-Service.html