Okay, Digital Boomers! How Grandma Went Viral
Digital Boomers are often undervalued targets in marketing strategies and are frequently overlooked in digital briefs. Even though, especially in Romania, they are one of the most present demographics.
Boomers or digital-savvy audience
But are Boomers the most “oppressed” category of digitalisation and content consumption? Or are they more digital-savvy than we might think at first glance?
One recent study, published by Razorfish & GWI in December 2023, seems to point towards the 2nd hypothesis that Boomers + Technology = Love. 70% of older people feel confident using new technologies. And 34% tell anyone who will listen about new products and apps they’ve tried recently. This suggests a trend of early adoption among people over 50, a trend that seems to have increased over the last 15 years.
Digital Grannies
Deschiderea și receptivitatea Boomerilor către tehnologie este vizibilă și prin prezența lor pe TikTok. Le demonstrează capacitatea de a fi atât utilizatori, cât și creatori de conținut de succes. Anthony Hopkins sau Patrick Stewart? Sure, why not? Desigur, vorbim de niște actori cu zeci de ani de experiență în fața camerei. Două exemple mult mai relevante din România sunt Bunica Gherghina, cu „doar” 678.2k de urmăritori, și Bunica Lucretia, cu o comunitate de 280.3k.
In a world where human interactions are less and less necessary for transactions, Boomers are becoming more willing to rely on automated digital experiences. At the same time, they are paying attention to reviews and recommendations, with 54% of them finding online reviews a great way to make purchase decisions.
Despite persistent myths such as pessimism about the future and the role of technology, the reality is that Boomers are optimistic. 75% of them believe that technology will have a positive impact on our future. As for the remaining 32%, they believe the potential of artificial intelligence will be positive. That’s a high figure, based on a target audience past 50.
In conclusion, Digital Boomers are a category that digital campaigns should befriend more often. Maybe even give them a proper space to express themselves. They might surprise us pleasantly.
