What Tech Brands Need to Know About the Boomer Consumer
The pandemic has forced many social and business interactions online. But how has this affected the boomer generation (born 1946-1964), which is often (and often unfairly) derided for a perceived lack of digital engagement? We highlight the top takeaways from UK consumer data platform Global Web Index’s recent survey, revealing new digital habits in the boomer generation.
- Confidence Rising: In 2020, only 26% of boomers reported confidence with new digital experiences, rising to 36% this year. Brands should not shy away from marketing new devices to this cohort; remember, they have the most wealth to invest in tech purchases.
- Diversifying Digital Gadgets: Boomers are progressively investing in new smart-tech verticals. From Q1 2019-21, their smartphone ownership climbed 5%, while their uptake of smart TVs increased by 10%. This conservative expansion perhaps owes to pre-existing market penetration of these technologies.
However, brands would be wise to advertise innovative home gadgets to this cohort, as the last two years have seen a 36% rise in ownership of smart home products among boomers – in part driven by Covid stay-at-home orders. Unsurprisingly, wearables saw the greatest upsurge, as wristbands (+57%) and smartwatches (+64%) appealed to health-conscious boomers during the pandemic.
- Data Security Demands: Like many consumers, boomers are concerned about their data sovereignty, with 41% of them worrying about how companies use their information. To understand how to strike an attractive data-for-performance balance, see our Tech + Privacy report.
- Productive Brand Personas: To win boomer spend, tech companies need to learn what business attributes appeal to this cohort. Some 46% of this generation want brands to be socially responsible, while 39% demand data transparency. Tech brands should look past the appeal of heritage; only 25% of boomers want brands to be traditional, compared to 54% who require authenticity, and 74% looking for reliability.