How to Reach the One-in-Four Boomers Who Are Super Social Media Users
According to a digital attitudes and behavior study conducted among 2,005 respondents across all generations, 26% of boomers are considered Super Social Media Users (SSMUs). These SSMUs belong to the tech-savvy younger cohort of boomers aged 55-64 who have had 10-15 years experience with smartphones and are significantly more likely to use social media than older boomers aged 65-75. They represent a large segment of U.S. society at 30.1 million people and skew female, younger, politically left-leaning and more likely than other boomers to use social media for shopping purposes.
Tech-savvy younger boomers are mobile-centric with 80% regularly connecting to the Internet via smartphone and they describe themselves as “always” or “usually” up to date with the latest technology. In contrast, Social Media “Resistors” represent 29% of Boomers and skew predominantly male (60%) vs. the 69% of Super Social Media Users who are female.
How to Reach Super Social Media Users
SSMUs use social platforms to engage with video and 63% second screen with their smartphone while watching TV. OTT and streaming are important channels for this group as nearly eight-in-ten (77%) view video streaming services.
This cohort is most likely to use Facebook (81%), YouTube (74%), Pinterest (44%) and Instagram (21%). Surprisingly, roughly a third (32%) use Twitter but usage of Snap and TikTok are both below 15%.
In terms of establishing creative relevance with SSMUs, marketers need to be mindful of that fact that nearly a third of all Boomers live alone—with women more likely than men to be alone in their household.
Consequently, rather than focusing on couples imagery in communications, perhaps show individual seniors interacting with technology, or out and about visiting friends and family. Ads featuring smiling white couples on the beach, or on a cruise, are no longer relevant and may even be considered offensive by progressive SSMUs.
To learn more about Boomer social media behaviors and how to reach them, download the free Boomers Digital Shopping Trends report.