I was disappointed - but not surprised - to learn that TeeBeeDee has closed down, due to lack of participation by the very people it targeted - Boomers. Despite being well-funded and having experienced leadership with a track record of success, the site just didn't draw the 45+ set as intended.
The content was great, the site was well designed, and the information was interesting. But, the fact is Boomers don't want to hang out on web sites that filter for them based on their age. In other words, we don't see ourselves as a group of people who are so different from other generations that we should have separate sites.
When Boomers go online, it's usually to learn something, do some research, get a question answered, or share information with friends and family. We aren't looking for sites to just "hang out" with people our own age. Facebook, LinkedIn and MySpace will do just fine for when we want to socialize or enhance our network. Even the granddaddy of Boomer sites, Eons, has had to lower the age of entry just to survive.
Expect this trend to continue. That means marketers who want to reach Boomers need to go where they are, rather than try to find new ways to draw them. I can tell you from personal experience that I've seen an explosion in Boomers using the same social networking sites as their children and grandchildren. And why not? It makes staying in touch much easier. As a bonus, many all-purpose social networking sites make it easy to share photos, videos and whatever else we want.
Already, another trend is emerging - for better or worse. Boomers, like the generations below them, are starting to use the message functions of social networking sites as a replacement for e-mail. It makes sense in many ways - if you're already on Facebook to check on friends or see new pictures, why not just click on the message function and use it, instead of going to yet another site and logging in just to send a quick note? (Personally, I don't like this trend - I'd much prefer to get an e-mail in my personal account. I have a bit of a paranoid streak and never completely trust the confidentiality and integrity of sites not designed speficifically for e-mail. )
What's your experience, Boomers? Do you find yourself being increasingly satisfied to "use what the kids use"?
