Do you, like many others, blindly believe that boomers have outdated concepts about life and they are not into tech? Well, you might be wrong. To your surprise, baby boomers and GenZ share a lot of similarities, especially when it comes to shopping online.
We understand that boomers are nearing or already retired and downsizing their costs, and they are expected to have the least interest in spending money on brainless shopping online. But this is a mere assumption, and in reality, around 21% of 75 million baby boomers in the US shop online, and the number is growing.
With a massive number of individuals of this generation, making a combined purchasing power of $548 billion, it has become more important than ever to pay attention to their online shopping habits. On that note, let us figure out the online shopping and buying habits of everyone’s favorite millennials.
Understanding Baby Boomers’ Demographics
Before we get into the detailed analysis of the online shopping preferences and behaviors of millennials, let’s quickly analyze this generation as a market segment.
Age: When it comes to age, baby boomers are those born between 1946 and 1964. Since the generation has a large span, they are split into 59-68 and 69- 76 age ranges. About 57% of women baby boomers are between the ages of 55 and 64 and the rest are above 65.
Income: According to an estimate of Federal Reserve data, baby boomers have an average net worth of about $1,021,000.
Financial Views: Baby boomers are the generation of people who conserve their costs, so they are typically conservative with their finances. They think before spending money and have great finance management skills.
Here is an overview of Boomers’ online shopping habits:
More Into Health And wellness Items
Baby boomers are approaching or have already reached a certain age in life where they value their health and wellness more than money. This is reflected aptly in their online shopping behavior as they spend heavily on health products such as foods, health supplements, personal care products, gym memberships, etc.
Since health and wellness are at the top of their minds, they seek products that are valuable for not only themselves but their families. Any brand selling health and wellness products should make a note of this thing and market them strategically to reach the baby boomers sitting on their phones to purchase the product/
Electronics, Entertainment, And Leisure Products Excite Them Much
Baby boomers have plenty of leisure time in which they read the news, prefer gardening, and use phones and tablets to get entertained. Around 69% of baby boomers’ online purchases include electronics and other entertainment products.
With easy access to the internet, most boomers look for products that can ease their tasks and entertain them. However, boomers should also choose a reliable and speedy internet for their online endeavors. That said, HughesNet is the most preferred ISP in the States. With huge nationwide availability and multi-channel support for new and returning customers, it sets the bar high for competitors. Check out HughesNet servicio al cliente to learn more (For Spanish customers).
They Purchase From Brands They Trust
Baby boomers commit to a brand strongly if they do. So, earning their trust is crucial for any brand. They want to feel that they are putting their money into something they value and that they are dealing with an industry expert in the shape of a brand. So, any brand trying to win the trust of boomers needs to establish itself as reputable and trustworthy.
Also, they never shy away from speaking their heart out, so they will ask peers, and other customers, and cross-check a brand’s credibility. So, brands need to leverage online platforms skeptically through their expertise, transparency, and honesty to incite a deeper sense of trust in boomers.
Quality Over Quantity
We know that Boomers are quite conservative when it comes to spending money but the quality is just as important to them. They will buy less but never of poor quality. Any brand that wants to target boomers needs to communicate the benefits and value of the products. Moreover, launching a loyalty program can also make them come for more.
Consume Content
Baby boomers are huge content consumers. They spend most of their time navigating across multiple social media platforms. According to Forbes, almost 49% of the Baby Boomer generation spends around 11 hours a week online. They may spend the utmost 20 hours per week scrolling and posting. Since social media allows to market products through storytelling, brands can create content for boomers to resonate with and find relevant products.
Bottom Line
Baby boomers are no way behind GenZ when it comes to shopping online. Any brand looking to cash in on this dense generation can look at some of the purchasing habits to design marketing and advertising campaigns accordingly.