Baby Boomers, a generation that comprises 76.4 million individuals, are a powerful force in the consumer market with a combined purchasing power of $548 billion.
While they may not be the first group that comes to mind when we think of online shoppers, 21% of Baby Boomers shop online. Interestingly, 65.2% of them start their shopping experience on social platforms, specifically Facebook and Instagram.
With this in mind, let me start with some insightful Baby Boomer online shopping habits, spending power, and trends. 🛍️📊📱
Baby Boomers Online Shopping Habits: The Key Data
- There are 76.4 million Baby Boomers, with a combined purchasing power of $548 billion.
- 21% of Baby Boomers shop online.
- 65.2% of Baby Boomer shoppers began their shopping journey on Facebook and Instagram.
- 80% of baby boomers considered price when making a purchase decision.
- Baby boomers spent 49% more online in 2020 than they did the year before.
- 90% of boomers had shopped for products on the web, according to a study done by Sponsor Pulse.
- Baby boomers spent an average of $1,615 online from January to October 2021, a 49 percent increase from the previous year.
- 52% of baby boomers shop online on their computers, 24% on their phones, and 11% on their tablets.
- 45% of baby boomers say they’re shopping online more as a result of the pandemic.
- Baby Boomers control about 70% of all disposable income in the US.
Sources: (Statista, Hubspot)
Table of Contents
90% of Boomers Now Embrace Online Shopping, Reveals Sponsor Pulse Study
Important takeaway:
| Increase online accessibility | Majority of boomers are tech-savvy; more user-friendly features would improve their online shopping experience. |
| Enhance web marketing strategies | As most boomers shop online, aggressive digital advertising may result in increased sales. |
| Boost customer support online | To retain the boomer demographic, reliable online customer service is a necessity. |
| Develop age-inclusive products | Their online shopping habits hint at potential for a wider range of products suited for boomers. |
Source: Statista
Study: 17% of Boomers Discover Products via Social Media, Only 4% Buy
Important takeaway:
| Enhance social media presence | Boomers do discover products on social media, signaling the importance of a strong online presence. |
| Improve in-app shopping experience | A low conversion rate suggests the need for a more seamless and user-friendly shopping experience within the app. |
| Refine ad targeting strategies | With only a small percentage making purchases, ad content may need better alignment with boomer preferences. |
| Strengthen post-discovery follow-up | More effective strategies may be needed to transform product discovery into actual purchases. |
Source: Hubspot
80% of Boomers Prioritize Price in Purchase Decisions, Research Finds
Important takeaway:
| Offer competitive pricing | A significant percentage of boomers are price-conscious, implying the need for competitive pricing strategies. |
| Promote discounts and deals | Discount campaigns could be a highly effective tool to attract and retain boomer customers. |
| Highlight value-for-money | Emphasizing product value and durability might persuade more boomers to make purchases. |
| Prioritize price in marketing | Since price is a major factor for boomers, it should be prominently featured in marketing campaigns. |
Source: Hubspot
TV Ads Lead as Boomers’ Top Discovery Channel at 62%, Study Shows
Important takeaway:
| Maintain strong TV ad campaigns | The influence of TV ads on boomer shopping behavior is significant, requiring continued investment. |
| Optimize search engine visibility | Given the high search engine usage, SEO strategies should be a focus for marketing teams. |
| Keep up physical retail visibility | In-store product discovery still matters; maintaining physical presence is necessary. |
| Encourage word-of-mouth referrals | Leveraging loyal customer base to promote products can be an effective strategy. |
| Continue direct mail and email marketing | A good number of boomers still respond to these traditional marketing channels. |
Source: Hubspot
52% of Boomers Prefer Computer for Online Shopping, Survey Indicates
Important takeaway:
| Prioritize desktop optimization | A significant majority of boomers shop on computers; optimal desktop experience is critical. |
| Improve mobile shopping interface | With a quarter of boomers using phones, the mobile shopping experience must be user-friendly. |
| Enhance tablet interface | Though a smaller percentage, tablet users represent a sizeable market segment worth catering to. |
| Develop multi-platform strategies | Given the diverse platforms used, a cross-platform approach is necessary. |
Sponsored Content Engages 58% of Boomers on Social Media, Study Reveals
Important takeaway:
| Invest in sponsored content | Majority of boomers discover products via sponsored posts, implying these should be a marketing focus. |
| Reconsider influencer strategies | Low influence of social media influencers suggests a need to review and possibly adjust this strategy. |
| Blend sponsored content with organic | Striking a balance between sponsored and organic content can help broaden reach and engagement. |
| Evaluate social media channels | Considering the importance of sponsored content, the right social media platforms should be chosen. |
Source: Hubspot
20% of Boomers Back Small Businesses in Recent Purchases, Survey Shows
Important takeaway:
| Highlight small business credentials | A fair proportion of boomers prefer small businesses, underscoring the need to promote such origins. |
| Develop partnerships with small businesses | Aligning with small businesses could attract this segment of boomer customers. |
| Promote support for local economy | Showcasing the impact on local economy might sway more boomers to choose your products. |
| Tailor marketing to highlight SMEs | Given the preference, marketing materials should emphasize the small business aspect. |
Source: Hubspot
