Baby Boomers are increasingly digital-focused, but brands are not keeping up

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Baby Boomers are increasingly digital-focused, but brands are not keeping upThe media world is undergoing a major shift with the accelerated digital transition of the Baby Boomers , the generation born between 1946 and 1964 , who are now aged between 60 and 78 and seem to abhor advertising. According to the latest report from WARC Media , this generation, which represents a significant part of the world’s population, has started to spend more and more time consuming content online. It is estimated that by the end of 2024, those aged 55 and over will spend more than half of their time on digital media, reaching 54.4%, a significant increase compared to the 47% recorded in 2020 .

This phenomenon is forcing marketers to rethink their strategies. For years, the focus has been on younger generations, such as Generation Z. However, Baby Boomers, with considerable purchasing power, are embracing digital platforms like never before. While they are not the most active on social media, they have increased their consumption of digital media, opting for online extensions of traditional channels, such as connected TV or digital press.

Only 12% of Baby Boomers have a positive opinion of advertising
One of the most telling findings of the report is that Baby Boomers are building a very different media experience than younger people. Despite a slight increase in the time they spend on social media, it only accounts for 9% of their total media consumption. Platforms like Facebook remain their favorites, while TikTok has just 9% of weekly Boomer users in the United States.

An interesting fact is that while social media consumption among Boomers in some countries, such as the UK, has slightly decreased (from 58.3 minutes in 2015 to 52.2 minutes in 2023), in other places such as China, where mobile use is widespread, those over 55 are spending more time on social media than ever before.

However, one of the biggest challenges for advertisers is that only 12% of Boomers globally have a positive opinion of advertising , far less than the overall average of 47%. This indicates that brands have failed to effectively connect with this audience. What’s more, only 4.5% of Boomers have opted for ad-supported video-on-demand subscriptions, such as Netflix or Disney+ options .

The report concludes that Boomers have traditionally been advertising-averse, requiring further adaptation from brands, which are lagging behind. While newer platforms like TikTok are gaining traction among them, it remains crucial for advertisers to understand and respect the unique habits of this generation if they want to capture their attention in this new digital world.

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