eMarketer: Boomers Are Multichannel Media Consumers

Online ads that reflect offline campaigns strike a chord

NEW YORK (Jan. 29, 2010) -- In the US, boomers account for about one-third of Web traffic on a typical day, according to the Pew Internet & American Life Project. Still, boomers who use the Internet remain avid consumers of TV, radio and newspaper.

TV is still the top medium for boomers. As the first US generation to grow up with TV, they are accustomed to watching a screen to get news and entertainment. In their younger years, they eagerly adopted new technologies such as Walkmans, VCRs, PCs, DVRs and the Internet. Most carry that adaptability into their 50s and 60s.

Boomers have taken to multitasking by watching TV and surfing the Web at the same time. So marketers need traditional campaigns that reach boomers through more than one channel.

“Marketers must banish the concept of ‘old people’ from their vocabulary if they want to reach boomers online,” said Lisa E. Phillips, eMarketer senior analyst and author of the report, “Boomer Demographics and Media Usage.”

“Boomers of all ages spend more time watching TV than the average consumer. Online ads that reflect campaigns in offline media will strike chords with older boomers.”

Source: eMarketer