TV may remain key to online Baby Boomers’ media engagement, but 93% of this group now use social media, and time spent on social averages just over an hour every day. Naturally, Baby Boomers are much less likely to follow most types of accounts on social than younger age groups, but the good news is that there are two exceptions: people known in real life, and media organisations.
1 in 5 Baby Boomers follow brands on social media – a lower figure than younger age groups, but a group sizable enough to be targeted through robust social media strategies. There’s opportunity to capitalize on organic reach via targeting lookalike audiences as well, with 6 in 10 Boomers following people they know.
