Boomers in threes a look at the generation variation and digital behavior
1. Boomers in threes: a look at the generation variation and digital behavior
2. The Boomer generation in threes Young’ns Middle of the Road Gettin’ There Born in ’64 Born in ‘52- ’58 Born in ’46 MeganAge 46 CrawfordAge 55 Eileen Age 64 Source: Mature Market Institute (2010)
3. Meet Megan I’m 46. I have 2 children, which still live at home… Both my parents are still alive, and I check in on them often. I haven’t really thought about retirement yet, but when I do I’m quite certain I won’t have enough money. Source: Mature Market Institute (2009)
4. Meet Crawford I’m 55. I have 2 children, one just left home, the other is pregnant with my first grandchild. My father died two years ago, and my mother’s health is starting to go – I worry about how much money I need to take care of her. I‘ve been thinking retiring – 65 is my target age – but I’m not sure how I’ll handle all my family’s needs. Source: Mature Market Institute (2010)
5. Meet Eileen I’m 64. My family has changed in recent years: my 2 children both have their own children now, and my older relatives have started to pass away. Both of my parents are deceased. I meant to retire at 62, but am still working part-time… I am ready for retirement! Source: Mature Market Institute (2009)
6. Does a digital strategy for the older Boomers even make sense? Middle of the Road Gettin’ There
7. Crawford and Eileen are 2 of 20 Million people over 50 on the web c Source: Forrester (2009), Pew Internet (2010), AARP/Microsoft (2009), Nielsen (2008)
8. c Social media plays a role, but it varies by age MeganAge 46 According to the Forrester Social Media ladder, Young’ns are most likely to be active contributors, while Gettin’ There’s are most likely to be a spectator, but not participate. Though not everyone is the same… CrawfordAge 55 Eileen Age 64 Source: Forrester (2009)
9. Your spectator might be a critic some day c Young’ns Middle of the Road Gettin’ There 16% 15% Creators Critics 35% 34% Collectors 18% 13% Joiners 24% 14% Spectators 68% 62% Inactives 29% 35% Source: Forrester (2009)