Baby Boomers' consumption of media has shifted dramatically to the Internet: 62% of Boomers (age 45-63) spent more time on the Internet in 2009 than they did the year before, and the majority of Boomers had joined Facebook within the previous six months, according to survey conducted by CPH Research on behalf of Continuum Crew.

Below, other findings from Continuum Crew's 2009 Economic Impact Study.

Higher Overall Anxiety Among Boomers

Boomers report more stressful lives overall: 77% say they are very or somewhat nervous or anxious, compared with 68% who said so last year.

Anxiety has shifted from the collapse of the economy to the cost of healthcare: 49% of Boomers cite the cost of healthcare as their primary concern, compared with last year when 46% cited the economy as the issue they were "very nervous" about.

The current political situation is also an issue for many: 42% of Boomers say they are concerned about the current political leadership in the US, compared with 34% who said so last year.

In the past three years, 40% of Gen Jones (the younger segment of Boomers, age 45-54) say they have experienced a major change in their financial situation: Nearly one-quarter (24%) have lost a job, and 15% have had an adult child move back home with them.

Gap in Print Media Consumption Among Boomers

Older Americans, or Ikes (age 64-75), and Leading-edge Boomers (age 55-63) still use traditional media more than Gen Jones (age 45-54) or Gen X (age 35-44) consumers, and not all Boomers consume media in the same way–– the biggest gap being between older and younger Boomers.

The trend is most striking within traditional print media, with high consumption by older Boomers of newspapers and magazines: 50% of Leading-edge Boomers rely on local newspapers, compared with 38% of Gen Jones consumers.


Meanwhile, 58% of Leading-edge Boomers read print magazines, compared with 46% of Gen Jones consumers.


Looking for real-world examples of businesses achieving their social media marketing goals? Our 47-page case-study collection, Facebook Success Stories, shows you how to increase brand awareness, target specific markets, promote new products, and create communities that engage users. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.


Enter your email address to continue reading

Boomers' Media Habits Shift Online, Turn Social

Don't worry...it's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin