Marketing to Baby Boomers
Baby boomers are the wealthiest generation in human history. But while they control more than 90% of the world’s wealth, both privately and corporately, they remain one of the most difficult to convert from browser to buyer. Their preferred reading device is a tablet, although on any set up they often face issues with readability due to font size and type, size of buttons and shades. As a consequence, they are the first to abandon a website if it under-performs and the least likely to return.
Over the past eight years, we’ve worked with a lot of baby boomers and have become one of the leading agencies for this audience.
When marketing to them there are three main areas to consider: assumption, accessibility and attitude.
Assumptions:
There are a lot of incorrect assumptions about the way in which this audience uses digital technology:-
- Baby boomers can’t use technology. Wrong. More than half own multiple devices.
- Baby boomers can’t use the internet. Wrong. In fact, 57% buy online every month.
- Baby boomers are not the future. Also wrong. By 2025, two-thirds of all online retail activity will be undertaken by the over 55s.
Accessibility:
As we get older, our eyesight and fine motor controls begin to diminish. Allowing for this in your web design can dramatically increase business. For example, Trailfinders decided to optimise their website for the baby boomer market. Once the recommendations were implemented, the travel company received a 32% increase in enquiries for its £30,000+ holidays – almost exclusively from the baby boomer market. It also saw a 9% growth in enquiries across its product range.
Attitude:
Baby boomers grew up during the harsh post-war period and pride themselves on their economic savviness. They do not click on adverts, unless it is a last resort, and they don’t tend to hang around for slow web pages to load. They’re also very circumspect about offers and enticements. Once a website embraces their needs they become far more loyal than any other generation.
So, how to win over your baby boomer market?
In three words, ease of use. The easier your website is to use the more this audience will use it. Sounds straightforward, but that includes thinking about your search terms, website design, performance, functionality, content and compatibility. Most of all it’s about deliverability; great sales are built on great products!
For more information call Sean Normoyle on 020 3858 7955
Or email: [email protected]
Sources
Over 50s contribute more than 6 trillion to the UK economy
Senior Citizens (Ages 65 and older) on the Web
