Razorfish: Digital Baby Boomers Report

According to a report from Razorfish, baby boomers are a very valuable group for marketers and are far from being intimidated by technology. According to the study, one in two baby boomers (ages 57-75) in the U.S. consider themselves digital natives.

The report notes that digital baby boomers (more than 80% of the survey sample) are curious about new technologies, devices and applications. This result is reminiscent of a previous study by the American Association of Retired Persons (AARP), in which the ownership and participation of consumer technology products among adults aged 50 and older in the United States was high.

In this latest survey, the majority of digital boomers (56%) look forward to embracing new technologies that can make their lives better. Digital boomers believe that technology can bring benefits to several areas of their lives: most believe that technology is important for managing their money (73%), staying up to date on current events (69%), keeping their home safe (59%), enjoying entertainment (58%) and shopping (57%).

Digital baby boomers are also not averse to online shopping: more than a quarter (27%) make their primary purchases online.

About 44% visit retailer websites/apps weekly, and 43% visit e-commerce sites weekly, both higher than Millennials and Gen Z. Digital Baby Boomers are also more likely than Millennials and Gen Z to discover new products/services through brand/product websites, and more likely to discover new products/services through retail websites.

Other highlights from the survey include:

• 7 in 10 digital baby boomers are confident using new technology.
• Nearly three-quarters of respondents (73%) said Amazon is one of their top ten favorite brands.
• Three-quarters of people believe that technology will have a positive impact on the future.

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