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August 9, 2012

Baby Boomers and Technology Adoption : Nielsen Research Report


A new report by Nielsen in collaboration with BoomAgers, examines this opportunity and guides the way forward with actionable insights into this valuable cohort, dubbed the “Most Valuable Generation.”

Internet users over the age of 50 are driving the growth of social networking as their usage of the social net has nearly doubled to 42% in the past year. 53% of Boomers are on Facebook.

Born between 1946 and 1964, the Baby Boomers are 80 million strong. Yet despite their significant size and spending power, these high potential consumers have been largely unaddressed by marketers and advertisers since they started to age out of the popular 18-49 cohort. In five years, 50 percent of the U.S. population will be 50+. These consumers spend close to 50 percent of all CPG dollars yet less than 5 percent of advertising is geared towards them. 

According to a nielsen report ,In the next five years, Boomers are set to control 70 percent of the disposable income in the U.S. What’s more, they stand to inherit $15 trillion in the next 20 years. As they age out of the work force, 67 percent of Boomers plan to spend more time on their hobbies and interests, moving from a life dedicated to making money to spending more money.