9+ Must-Know Baby Boomer Statistics For Businesses & Marketing
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)
Key Points of Baby Boomers and Social Media
- 82.3% of baby boomers are members of at least one social media site.
- 78% of baby boomers are Facebook users.
- On average, baby boomers spend 13 hours on social media per week.
- 84% of baby boomers say that social media is likely to improve their lives.
- Baby boomers spend around 1 hour and 48 minutes on Facebook and Instagram every day.
- The average baby boomer spends 27 hours per week online.
- Baby Boomers are the least likely generation to make a purchase from social media using smartphones.
What Social Media Do Baby Boomers Use
So, what social media platforms do baby boomers use?
Facebook is the most popular social media site for Baby Boomers, with 78% of those surveyed saying they use it according to the study data we collected from AudienceProject.
Youtube was a distant second, with 67% of respondents saying they use it. Instagram and Twitter lagged far behind, with only 32% and 26%, respectively, of Baby Boomers using them.
| Social Media Platfrom | Share of Baby Boomer |
|---|---|
| YouTube | 67% |
| 78% | |
| 32% | |
| 26% | |
| 40% | |
| 31% | |
| 8% | |
| Snapchat | 5% |
| 13% | |
| TikTok | 2% |
| Tumblr | 3% |
#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. |
