Baby Boomers Ignite Online Sales in Londonderry, NH

This holiday season, many older adults in Londonderry, NH are shopping online, causing the nation’s advertisers to take notice. “Baby boomers spend more than $2 trillion annually, and a significant amount of their time online is spent shopping and buying,” reported an article in The Realtime Report. “Boomers spent an average of about $650 online over a three-month period in 2010—much higher than the $581 spent online by Generation X (ages 35 to 46) Internet users and the $429 spent by millennials (ages 18 to 34),” the article noted.

The trend across the U.S. and Londonderry, NH is confirmed by eMarketer, which estimated that more than 78 percent of baby boomers are online. “Boomers’ lives are going in many different directions, as empty-nesters, step-parents, grandparents and caregivers,” eMarketer stated. “For all these roles, the Internet and digital media are absolutely essential.”

An article in Adweek magazine recently declared, “For Advertisers, Older People Are the New Youth.” In the article, staff writer Lucia Moses described a new online network, consisting of and more than 600 complementary sites, able to reach 40 million baby boomers. “The time seems ripe for such an offering,” Moses explained. “Using a data management platform, AARP says it can further slice and dice that audience by characteristics like age, gender, income, and buying behavior to meet advertisers’ goals.”

Although older baby boomers are being targeted, advertisers in Londonderry, NH are avoiding blatant appeals to older consumers. “This often means turning a negative—fears about failing health, for example—into a positive, such as showing the benefits of products that contribute to a healthy lifestyle,” eMarketer reported.

What do you think about this marketing trend?


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