The WARC Podcast 3 in 15: Baby Boomers' big digital shift
Oct 10, 2024
In this engaging discussion, Alex Brownsell, Head of Content at WARC Media and co-author of the Global Ad Trends report, shares intriguing insights about Baby Boomers. He reveals how this generation is increasingly engaging with digital platforms, including a surprising preference for TikTok ads. The conversation covers their media habits, from streaming services to social media usage, and highlights the unique challenges advertisers face in reaching this demographic. Brownsell emphasizes the need for tailored strategies as Boomers' preferences continue to evolve.
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Boomers' Shift to Digital Media
- Baby boomers are spending an increasing majority of their media time online, reaching 54.4% in 2024, up from 47% before the pandemic.
- This shift represents a clear evolution in the media habits of the 55+ demographic, showing they are not static in their behaviors.
Boomers Engage Selective Social Media
- Baby boomers increase time on social platforms like Snapchat, Instagram, and TikTok with double-digit year-on-year growth.
- They predominantly engage with social media in dedicated sessions, unlike younger groups who have constant social media engagement.
Facebook Dominates Boomer Social Use
- Facebook remains the dominant social platform for baby boomers, with nearly three-quarters accessing it regularly.
- Boomers also heavily follow breaking news on Facebook, showing its importance for their news consumption.