Benoit Marketing

At 56.7 million, boomers make up the largest group of users in the US Internet population. They view the Internet as a tool, a way to get things done—but not as a lifestyle or source of entertainment the way their younger counterparts do.

This huge generation of users is having an impact on all elements of Internet usage, commerce and development.  Boomers offer a huge target for the hospitality industry and almost all industries. But  treating them all alike would be a mistake.

Older boomers (ages 54 to 62) use media more like the “matures” who precede them. They get most of their news offline and go online for further information, but their kids are teaching them to send text messages.

Younger boomers (ages 44 to 53) act more like Gen X online. They watch more video online than older boomers and are avid texters. They participate in social networks—though not with the fervor of their children. All boomers, however, prefer e-mail to instant messaging.