Baby Boomers Lead a Digital Shift Financial Marketers Can’t Ignore

Published on October 22, 2024

Snapshot: Baby Boomers, currently the world’s wealthiest generation, are shifting from traditional media to digital channels, with a significant rise in online TV streaming and connected content. 

According to WARC Media’s Global Advertising Trends report, Boomers now spend over half of their media time on digital platforms, with streaming services like Netflix and YouTube seeing a 195% increase in use among this demographic. 

However, despite their growing digital presence, Boomers remain the least receptive to advertising, with only 12% feeling positive about ads. Brands must rethink their approach to target this generation effectively, especially as they increasingly abandon traditional media habits. Facebook remains their favored social platform, while TikTok adoption among Boomers is minimal.

Key Quote: “This requires advertisers to revisit long-held assumptions, and ensure digital media plans are tailored to older consumers’ increasingly unique habits.” Alex Brownsell, Head of Content, WARC Media.

Full story: WARC Media

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