Marketers and media planners must recognize that while Baby Boomers still favour Facebook, their digital media habits are increasingly dominated by connected TV (CTV) platforms like Netflix and Amazon Prime Video. These platforms operate differently from social media, requiring a distinct approach to media trading and measurement, according to the latest Global Advertising Trends report by WARC Media.
Baby Boomers are the wealthiest generation globally. Yet, brands and marketers are struggling to keep up with their shifting digital habits. Contrary to popular belief, Baby Boomers are not significantly increasing their time on social media. Instead, they are transitioning from traditional media formats to their online counterparts—primarily streaming services and news platforms.
This shift is crucial for marketers, underscoring the need to approach these digital channels differently in media planning.
Alex Brownsell, Head of Content at WARC Media, highlighted the media evolution among Boomers, noting that while brands are preoccupied with Gen Z, Baby Boomers are undergoing their digital revolution. He stressed that advertisers must challenge long-standing assumptions and tailor digital strategies to suit the changing preferences of this affluent generation.
The report outlines several key points for brands looking to connect with Baby Boomers:
- In 2024, people over the age of 55 will spend more than half of their media time online, with a significant portion devoted to digital versions of traditional channels like connected TV, digital audio, and online press.
- A comparison of media consumption between those aged 45-54 a decade ago and today’s 55-64 group reveals that digital media usage has surged. In 2013, only 31.6% of media time was spent on digital channels; by 2023, that figure had risen to 53%, a change accelerated by the COVID-19 pandemic.
- Paul Bland, Chief Digital Officer at Havas Media Network, emphasized that media planners must discard outdated views of Baby Boomers as technologically static. He pointed out that this demographic is increasingly engaging with cutting-edge digital platforms, a trend that is reshaping media-buying strategies.
While marketers often focus on Gen Z, this can obscure the significant shifts occurring in media consumption among older audiences. Baby Boomers are crafting digital experiences distinct from younger generations, dedicating only a small portion of their time to social media. By 2024, people aged 55-64 are expected to spend an average of 93 minutes per day on social media, a 43.1% increase from the 65 minutes recorded among 45-54s in 2015. However, other forms of digital consumption, such as online TV streaming, are growing at a much faster pace, with usage of platforms like Netflix and YouTube increasing by 195% over the same period.
Despite their growing presence on digital platforms, Facebook remains the preferred social network for Baby Boomers. In the U.S., they account for 29% of weekly Facebook users, compared to just 9% on TikTok. In the UK, social media use among those aged 55 and older has plateaued, with average daily minutes decreasing slightly from 58.3 in 2015 to 52.2 in 2022. Even in highly mobile-penetrated China, Baby Boomers’ social media usage has declined in recent years.
Baby Boomers also demonstrate the lowest receptivity to advertising across all generations. Only 12% of Boomers report feeling positive about ads, compared to the 47% average among global consumers. Gonca Bubani, Global Thought Leadership Director at Kantar, noted that Boomers are consistently more negative toward ads, maintaining this position even as ad receptivity rises for other groups.
Moreover, only 4.5% of Baby Boomers have downgraded to ad-supported subscription tiers on streaming services like Netflix and Disney+, compared to over a quarter (28.4%) of Gen Z. Rising ad loads on traditional TV have frustrated older viewers, but newer platforms like TikTok are more positively received, possibly because Boomers joined these platforms later, avoiding the earlier, ad-lighter experience.