Baby Boomers, the wealthiest generation globally, are increasingly shifting toward digital media, according to WARC Media’s latest Global Advertising Trends report. Despite their growing online presence, brands are struggling to connect with this demographic, particularly as only 12% feel positive about advertising.
The report, titled Baby Boomers’ Big Digital Shift, reveals that adults aged 60 to 78 are spending more time on digital platforms, including connected TV and digital press, while still maintaining a traditional media consumption model. This transition is vital for marketers, who must adjust their strategies to accommodate the unique media habits of Baby Boomers.
Key Findings on Global Media Spending Trends
- Over 55s projected to spend 54.4%) of media time online by 2024.
- Digital extensions of offline content growing rapidly.
- Social media usage among Boomers remains limited at 9%.
“Boomers are embracing digital content. While brands focus on Gen Z, the affluent Baby Boomer generation is undergoing a media revolution,” stated Alex Brownsell, Head of Content at WARC Media.
Changing Media Behaviors
As Boomers’ media preferences evolve, the report highlights a significant increase in their digital consumption. For instance, in 2013, only 31.6% of media time was spent on digital channels; today, that number has grown to over 53%.
Paul Bland, Chief Digital Officer at Havas Media Network, emphasizes that marketers must stop viewing Baby Boomers as static consumers. “Older people are rising in terms of their consumption of innovative digital properties,” he explained.
Advertising Challenges
Despite their wealth, Baby Boomers are the least receptive to advertising. Only 12% report a positive view of ads, significantly lower than the 47% average across all generations. Gonca Bubani, Global Thought Leadership Director at Kantar, notes that Boomers tend to be more negative about ads compared to younger generations.