I’ve compiled a list of insightful Baby Boomer statistics and trends for marketing Statistics; a brief overview is provided below.
Baby Boomer Statistics: Key Facts For Marketers
- About 71 million Americans are baby boomers.
- Baby boomers control 51% of all wealth in the United States.
- Baby boomers control $2.6 trillion and account for more than 70% of US disposable income.
- Baby boomers are 15% more likely to switch brands than Generation X.
- 88% of baby boomers buy groceries in-store.
- 69% of baby boomers prefer brands to contact them via email.
- Baby boomers spend 1 hour and 48 minutes per day on Facebook and Instagram.
- 82.3% of baby boomers use at least one social media site.
- In 2021, 90% of baby boomers said they had shopped online in the previous 12 months.
- 96% of baby boomers use search engines, and 95% use email.
Sources: (CarePatrol, Investopedia, Medium, Academic Star, Oberlo, Statista, DMN3, Gladly,
#1. 71 Million Baby Boomers Reside in the US.
Source: CarePatrol
Significance of the Data: Very High
Mentioned By: CNBC, Britannica, Statista, The Motley Fool, Web Tribunal, Census, Pew Research Center, and more.
| What does the data Suggest | Justification |
| Prioritize healthcare infrastructure | Aging population will increase demand for healthcare services. |
| Implement financial security measures | Baby boomers are nearing or in retirement, requiring stable support. |
| Focus on senior-specific services/products | Significant market segment with unique needs and preferences. |
#2. Baby Boomers Possess 51% of US Wealth.
Source: Investopedia
Significance of the Data: Very High
Mentioned By: The New York Times, CNBC, Visual Capitalist, Deloitte, Investopedia, USA Facts, Bank of America, and more.
| What does the data Suggest | Justification |
| Cater products and services towards baby boomers | Major consumer base with significant purchasing power. |
| Focus financial advisory services for this age group | They possess wealth and require management assistance. |
| Analyze investment trends of baby boomers | Understanding their preferences can guide market strategies. |
#3. Boomers Control $2.6 Trillion, 70% of US Disposable Income.
Source: Medium
Significance of the Data: Very High
Mentioned By: Linkedin, Buxtonco, Lexington Law, Fox Business, Forbes, Health Care Success, and more.
| What does the data Suggest | Justification |
| Tailor marketing strategies towards baby boomers | Their disposable income impacts market trends and demands. |
| Prioritize financial planning services for this demographic | With significant control of wealth, they need specialized advice. |
| Develop products aligning with their lifestyle choices | Capturing their spending power requires understanding their needs. |
#4. Boomers 15% More Likely to Switch Brands Than Gen X.
Source: Academic Star
Significance of the Data: High
Mentioned By: Wordstream, Hubspot, Super Market Perimeter, Pew Research Center, and more.
| What does the data Suggest | Justification |
| Re-evaluate brand loyalty programs targeting boomers | Their brand-switching tendency requires more retention efforts. |
| Diversify advertising strategies to appeal to boomers | Harnessing their flexibility can lead to increased market share. |
| Monitor market trends closely for brand shifts | Anticipating their switch can provide insights into evolving preferences. |
#5. 88% of Boomers Prioritize In-Store Grocery Shopping.
Source: Oberlo
Significance of the Data: High
Mentioned By: The Washington Post, Linkedin, Arkansas Democrat-Gazette, Super Market News, Powerreviews, Stellarising, Food Industry Executive, and more.
| What does the data Suggest | Justification |
| Prioritize in-store shopping experiences for baby boomers | The majority prefer brick-and-mortar; their comfort zone must be catered to. |
| Enhance in-store customer service for this demographic | A personalized touch can enhance their retail experience. |
| Limit aggressive push for online grocery among boomers | Their strong preference for in-store shopping indicates online might not be as effective. |
#6. 69% of Boomers Favor Email Contact from Brands.
Source: Statista
Significance of the Data: Very High
Mentioned By: The Shelf, Sprout Social, Forbes, Marketing Week, Sailthru, Hubspot, Klaviyo, Ballantine, and more.
| What does the data Suggest | Justification |
| Streamline email marketing campaigns for baby boomers | The primary channel they resonate with is email. Capitalize on it. |
| Ensure brand emails are optimized for older demographics | Relevant content and design can increase engagement rates. |
| Limit over-reliance on social media or other platforms for boomers | Their preference dictates a more traditional digital approach. |
#7. Boomers Spend 108 Minutes Daily on Facebook, Instagram.
Source: Statista
Significance of the Data: Medium
Mentioned By: Forbes, Clearvoice, Thedrum, Science Direct, Provision Living, Techopedia, Gwi, Sprout Social, and more.
| What does the data Suggest | Justification |
| Direct more targeted advertisements to boomers on these platforms | Their considerable time spent is a prime opportunity for brand visibility. |
| Curate content specifically tailored for the boomer demographic | Engaging content can foster deeper connections with this age group. |
| Assess the effectiveness of campaigns on Facebook and Instagram | Regular evaluation ensures continued alignment with boomer preferences. |
#8. 82.3% of Baby Boomers Engage on Social Media Platforms.
Source: DMN3
Significance of the Data: High
Mentioned By: Medium, Hydrate Marketing, Forbes, Feedough, Furniture Lighting Decor, Keap, Linkedin, and more.
| What does the data Suggest | Justification |
| Develop social media strategies with a focus on the boomer demographic | Their significant presence online demands tailored engagement strategies. |
| Ensure user experience on platforms is boomer-friendly | Simplified and intuitive designs can enhance their online interactions. |
| Continuously monitor baby boomer behavior on social media for insights | Understanding their habits will facilitate optimized marketing efforts. |
