The Baby Boomers Have Arrived on The Internet

Baby Boomers are a huge segment of our current population. This group spans birthdates from 1946 to 1964. The first baby boomer has now collected a social security check. If you are marketing on the internet you may not find this to be too exciting. Well, just bear with me, because this is more important to you than you may think.

I have the advantage of living in an area that has a year round population which has a higher percentage of older age groups than most areas of the country, because many retirees choose this as a place to retire. During the fall and winter this already older population further expands as folks in colder weather areas return here to their winter home, or those who are mobile flock here in their RV's.

Because of my interaction with this community I have no need to rely solely on dry statistics pumped out by some government agency about this age group. I have first hand knowledge.

The retiree of today is far different than those of past generations. These are vibrant and busy people who are getting on with life. They now have the time to do the things they enjoy, and many have the money they need to fulfill this desire.

What does this have to do with internet marketing?

Everything. The top of the baby boomer group is 62 this year, and at the younger end, they will be turning 44. This segment of the population has assets, and for the most part, they have built a credit worthy reputation. They have credit cards. And they buy things. And they buy online.

Let's think about the older part of this group for a moment. How do they spend their time? They travel. They buy airline tickets online, book cruises and hotel rooms online. Anybody out there have an internet business focusing on the travel industry?

What about a golf site? Many retirees love to golf. Maybe a fishing site? Fishing is very popular with those who have the time.

The age of internet users is getting progressively older

The internet is a very new medium in terms of history. In it's earliest years it was mostly a place for the very young. Why has that changed? Money. I say money because I am referring to the workplace. The workplace has changed, in these few years, and the workforce has had to change with it.

Many baby boomers who would not have gotten involved with computers if they had been given a choice have been compelled to familiarize themselves with computers in order to maintain their employment level.

Think about it. If you work in a retail store, the cash registers, the inventory, and the ordering are all computer driven. Offices of any size all use computers, factories use computers. Doctors now rely on a computer instead of the traditional clipboard to record your case history. There are few places you can work these days if you don't know how to use a computer.

Once the baby boomers got comfortable with computers in the workplace they became receptive to them at home, and began sending email, banking and yes, shopping online. It's amazing how many of those motorhomes and 5th wheels are equiped with a computer.

Many think anyone over fifty can only send email

Hogwash! I have a neighbor in his mid-eighties who bought a computer two years ago. His main interest was to use a program to write music. He is having the time of his life, and did some shopping online last Christmas.

A younger friend, seventy one, is quite irritated with computers and has resisted using them. This fellow is so busy you need to get on his schedule two weeks in advance. He is more than an avid fisherman, and purchased a very costly outboard motor online two years ago. Last year he bought an inflatable boat online. Aside from fishing he also golfs and collects vintage cars, and belongs to a vintage car club. In order to keep up with the activities of the car club he has had to go online.

He also discovered that he could go online and download music to his ipod. I saw him a couple of days ago and he was excited about finding a site that offers all kinds of information about fishing events. This man lives to fish. Do you suppose he might buy fishing reels, rods, and lures online?

Make your internet business a friendly place for the not so young. Keep baby boomers in mind as you design and populate your site with products and content. Make it easy to navigate. Use fonts large enough that you don't have to squint in order to read them. Be helpful and make the shopping experience easy, friendly, and feel safe.

Even the social media sites which are a relatively new entry to the internet are seeing the age of their users rise.

As the years go by, and the younger segment of the baby boomer group spends more time online, they will be more proficient and comfortable with the online experience because they have had more time to get comfortable. We, who market on the internet, will have to get more proficient ourselves as they will have higher expectations.

Your merchandise is for a younger crowd

Wrong. The older segment of baby boomers have Grandchildren. These Grandchildren need birthday gifts, Christmas gifts and 'just because we love ya gifts' from Grandma and Grandpa.

It is estimated that baby boomers comprise 28% of the adult population. They will buy from someone. Don't get left out.

The internet is a rapidly changing medium

If you are reading this you have probably been online yourself for quite a while. Think how the internet has changed in the last five or ten years. While the internet has a longer history than most would think, in use by the government, colleges and libraries, it has only been available to a general audience for a few short years. As a place for commerce, it is very young, and has already gone through dramatic changes and very quickly.

Today 50% of internet users between 29 and 69 bank online, do job and consumer research online, and make purchases online. While the age group older than 69 are now trailing, that will change in the future. All those who are in the 29 to 69 group now will be in the older age group in time, and with a lot of internet experience at their disposal. It will just be the normal way of life for them, and is unlikely to change as they age.

Quite the contrary. Online shopping is convenient. No crowds, no finding a parking space, or sales person. Shopping online also has the advantage of finding many possible options very quickly. For instance, if a shopper is looking for a very unique vessel sink for a bathroom remodel, they are likely to find only a small selection at the home improvement store. However, by going online they can find hundreds to thousands of choices, and with no walking.

While at this point the user group (29 to 69) who actively use the internet and make purchases online caps off at 69, as soon as next year that figure will change. The top of that age group will then be 70. That will be the beginning of changes in usage for older age groups and will just continue year after year as more and more through the act of nature find themselves in this age group. The internet is addictive and convenient and becoming a way of life. This will not change except to increase.