Baby boomers make up the largest group within the U.S. Internet population, at 56.7 million users. However, they view the Internet as a tool, a way to get things done-not a lifestyle or source of entertainment the way their younger counterparts do.
They still read newspapers and magazines offline, and watch more programming on TV sets than on computer screens. And they will readily switch brands by clicking to another site if they do not feel they are getting enough quality or value for their money. The image a brand projects means less to them than does their own trust in a company or its products.
To find out more about digital marketing and eMarketer’s report “Boomers Online: Attitude Is Everything” click here.