Baby Boomer Insights

Boomer research finds women go online for health information, share with others

My left heel has been bothering me a lot lately, so I did what most Boomer women do: I turned to the Internet to try and diagnose the problem.  Using only the term "heel pain," I learned from www.FootPhysicians.com that my problem could be anything from arthritis to Plantar Fasciitis, to a stress fracture or even a nerve problem.

The point is, it wasn't that long ago that I would have just called and made an appointment to see a doctor as soon as I experienced pain. Now, I do what most Boomer women do when it comes to health issues: I research the Internet first, ask my husband and friends what they think, then seek a doctor's help.

I thought maybe my research habits were unique to me until I saw the results of the Boomer Insights and Implications Study,  recently conducted by Edelman and Strategy One. Turns out that women Boomers say that when it comes to health issues,  they actively seek out advice from an extended social network.

Some 77% reported consulting experts, such as doctors. But 88% consult family members (a spouse, children, parents, siblings). Almost half (48%) consult friends and acquaintances for advice. A majority - 63% of us -- turn to the Internet for help.

So what do we do with all this information? Share, share, share. The study showed that a whopping 86% of females share health information face-to-face or on the phone, and 42% share our knowledge online and via e-mail.

By the way, we don't just do all this for our own conditions. We're looking for health information on behalf of our parents, spouses and kids as well. In other words, Boomer women are a huge target simply because of our tremendous influence across generations.

What does this mean to you? If your company offers a health  product or service for Boomers, understand that we are turning to you for information, not a sales message. We want web sites that are thorough, with links to related sources, are easy to read and understand, and are easy to navigate.

Also consider linking visitors to chat rooms or discussion forums where we can talk with others about our concerns and questions. In other words, think of us as information warriors who can help drive traffic to your site... because if you can satisfy us, we'll tell everyone we know about it!

The Bucket List: Boomers make them, live them

I saw "The Bucket List" this weekend and absolutely loved it! I went into it not certain it would be particularly entertaining, since - for the most part - critics panned it.

In case you aren't familiar with it, the premise is that two men, Carter (played by Morgan Freeman) and Edward (played by Jack Nicholson) are roommates in a hospital owned by Edward. Soon, they both learn they have terminal cancer, so they bust out of the hospital to fulfill the things on their "bucket list," a list of things they want to do before they "kick the bucket." It includes things as daring as skydiving and race car driving, to seemingly the impossible: to kiss the most beautiful girl in the world. The movie isn't even so much about crossing things off the list as it is about considering the very notion that sometimes it takes facing dying to really start living.

The critics noted that boomers were the audience for the movie, apparently believing that it reflects our own attitudes about trying to cheat death somehow. That kind of thinking just misses the mark. Boomers aren't so determined to live an unprecedented number of years. Boomers just want more life in whatever number of years we have.

So it really isn't so hard to imagine that we're big on having adventures. Need proof? Consider this: people 50+ spend an average of $30 billion a year on vacation travel. We want to see the world, but we want to do it on our own agenda.  That's one reason companies  are following the lead set by Elderhostel over 30 years ago to specialize in helping Boomers put together great adventures and vacations. This great site is a leading authority on matching Boomers with unprecedented travel opportunities.

To my way of thinking, this movie isn't so much about trying to pack a lot in before dying. Rather, it's about giving yourself permission to truly live life fully.  It's about taking control, taking action and taking responsibility. Perhaps we can all learn a lesson from this: the best way to plan the end is to create a new beginning.

So, check it out, then make your own "bucket list," and revel in your boomerhood!

Marketing to Boomers: I wanna hold your hand

I got a package in the mail today that has managed to tickle me and offend me all in one envelope! It's a direct mail piece promoting "Your PC Made Easy" (for Windows XP). I'm guessing the company that sent it, unsolicited, assumed I needed their help because I'm over whatever age they decided was too stupid or old to know how to use a PC.

I have no idea where IMP got my contact information, but they sure made some incorrect assumptions. According to the introduction letter, "Your PC Made Easy is made for people like you and me. No jargon. No complicated instructions. No fancy tasks you don't want." It goes on to extol the virtues of learning how to stay in touch with my grandkids (which I don't have) while also saving on phone bills by being able to chat online. (Psst... you can do that with Skype too!)

I'm guessing it'll be a few weeks before this course gets to texting, IMing and Twittering, if at all. And I won't hold my breath waiting for the information on Second Life.

Enclosed were four product cards to get me started. One explains what e-mail is (did you know that it has replaced personal letters for some people?); another walks me through how to write and print a letter using something called word processing software; still another is almost giddy in its description of the "drag and drop" function of moving files. The cards are colorful and just chock full of graphs and pictures, apparently to distract me from the nine point type. Needless to say, the photographs show happy silver-haired Boomers and Seniors, apparently delighted in their decision to get aboard the clue train.

Anyway, if I hurry and sign up within 10 days, I can start receiving valuable tips like "remember that while you're connected to the internet, your telephone line will be in use." And these pearls will  arrive on a CD, along with a binder where I can file each card for easy reference (magnifying glass not included). And what a deal! Only $12.95 every three weeks, plus shipping! Ironically, I can also sign up online at their web site to get the ball rolling. (Of course, I wouldn't do that... how would I possibly know how?)

I'm going to make some assumptions of my own now - about the company promoting this new offering. I assume they don't know that Boomers and Seniors are among the fastest growing group online today. In fact, according to a recent study conducted by Edelman and Strategy One, our company's market research company, 75% of Boomers have gone online in the past year to research an issue.

Another 48% signed an electronic petition and 44% contacted a politician online. And, by the way, we also have tremendous influence online because we love to share with family and friends information we have found on the 'net. Some 35% of us share through social networks, such as MySpace.com. In other words, we aren't luddites. 

As for our parents, the Seniors, don't count them out either. Many are asking their Boomer kids and Gen Y grandchildren to show then how to use  today's technology. I've certainly spent time bringing my 79-year-old mom up to date. One of the first things she did was go online and fill out the necessary forms to stop junk mail!

Boomers and resolutions: you might be surprised what's on the list!

Over the past few weeks, I've spent a lot of time with friends and family members, many of whom are Boomers. It has been interesting to me to hear about what's on their minds and what plans they have for the upcoming year.

Inevitably, the subject of resolutions came up and I thought it was especially interesting to learn about some of the things my Boomer peers listed. I'll go ahead an tell you that mine include two things: lose at least 10 pounds and learn to play an instrument I've never tried before (the hammered dulcimer).

Here are some things my friends shared:

> Read the entire Bible beginning to end

> Pick a charity and volunteer at least 10 hours a month

> Take a class in landscaping at the local college just to learn more about plants

> Learn a new piece of technology

> Complete a Sudoku puzzle every day

> Remodel the house

> Learn a foreign language

> Learn how to make more money through better financial planning

> Find a part-time job and retire from a full-time job

These are all lofty goals and I've no doubt most of them will be met because the people who expressed them tend to be quite disciplined. We promised to check in on one another over the year to offer encouragement or see how things are progressing.

The big ah-ha for me in these discussions was how often my peers expressed the desire to learn something new, rather than concentrate on breaking an old habit, which is so often the focus of resolutions.  Sure, most of us could do with a few less pounds and many of us probably have a habit we should drop, but I found it downright refreshing (and validating) that so many peers are planning for their futures, rather than trying to correct their pasts.

What does this mean for marketers? Understand that Boomers aren't going to dry up and go away just because the oldest among us will turn 62 this year and perhaps opt to start drawing Social Security benefits. The fact is, we plan to be around a long time, working, volunteering, learning and sharing. Tap into our thirst for knowledge, our energy and our willingness to invest in ourselves.

If you're a Boomer, share with the rest of us what your resolutions are. I'll bet there are a ton of fun, interesting ones I haven't heard yet! So, Happy New Year! Here's hoping this is your best one yet!