The share of media time spent online by Baby Boomers has jumped 20+ percentage points over the past decade, according to recent research from WARC.

The report was based on WARC media forecasts as well as GWI data.

The researchers compared media consumption among people age 45-54 in 2013 with the same cohort in 2023 (now age 55-64), and found that the share of time spent on digital media channels increased from 30.3% to 52.8%.

The researchers found that much of the growth in digital consumption by Boomers has been driven by people switching from offline versions of media, such as audio and video, to online versions of them.

Linear television's share of media consumption by Baby Boomers has decreased from 43.0% in 2020 to an anticipated 34.2% in 2024, the researchers found.

About the research: The report was based on WARC media forecasts as well as GWI data.