According to a recent research by WARC, Baby Boomers and seniors are spending more time on digital media as compared to the past decade. Baby Boomers spent an average 19 hours a week online. In 2023, 69.8% of Baby Boomers (45-54) were offline as compared to only 30.3% who were online. There was only a slight decrease in the percentages over the next three years.
But in 2023, 47.2% Baby Boomers (55-64) were offline while 52.8% of them were online. In 2024, 45.6% Baby Boomers were offline and 54.4% shifted to digital content. Most of them are spending their time watching connected TV or going online on different apps at home. 83% of Baby Boomers are going online if they need to learn about something new.
Digital audio and online video have seen the biggest growth in daily media consumption among 55-64 year-olds, doubling since 2019. Social media and online press have also grown significantly, while traditional media like print press, broadcast radio, and linear TV have seen declines.
Data shows, Facebook dominates social media usage among Baby Boomers in the US, with 29% using it weekly. Instagram follows with 16%, while TikTok and Snapchat lag behind with 9% and 7% respectively.
The sudden shift in Baby Boomer going online has also made marketers aware of the situation. Whether they would mostly focus on millennials and Gen-Z, some marketers have also started planning their marketing strategies around Baby Boomers.
Read next: Energy Costs Across U.S. States: Wyoming Most Expensive, New Mexico Most Affordable
But in 2023, 47.2% Baby Boomers (55-64) were offline while 52.8% of them were online. In 2024, 45.6% Baby Boomers were offline and 54.4% shifted to digital content. Most of them are spending their time watching connected TV or going online on different apps at home. 83% of Baby Boomers are going online if they need to learn about something new.
Digital audio and online video have seen the biggest growth in daily media consumption among 55-64 year-olds, doubling since 2019. Social media and online press have also grown significantly, while traditional media like print press, broadcast radio, and linear TV have seen declines.
Data shows, Facebook dominates social media usage among Baby Boomers in the US, with 29% using it weekly. Instagram follows with 16%, while TikTok and Snapchat lag behind with 9% and 7% respectively.
The sudden shift in Baby Boomer going online has also made marketers aware of the situation. Whether they would mostly focus on millennials and Gen-Z, some marketers have also started planning their marketing strategies around Baby Boomers.
Read next: Energy Costs Across U.S. States: Wyoming Most Expensive, New Mexico Most Affordable
