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Boomers and Matures Mix Media Usage

  • Posted: Saturday, December 22, 2007
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  • Author: pradhana
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  • Filed under: Market Survey

Get ready with those multi-channel campaigns.

The Web surfing habits of boomers and over-60s are more firmly rooted in traditional media than those of their younger counterparts, according to a Deloitte & Touche study conducted by the Harris Group.

The study found that 67% of boomers visited sites after seeing ads on TV or in print. Matures, those between 61 and 75, were just as likely to be driven to the Web by print ads and less likely by TV ads.

Yet these two age groups were less likely than Generation X (25 to 41) or millennials (13 to 24) to visit the Web as a result of an Internet search engine or ad on another site.

A Lumin Collaborative study reinforced the connection between boomers and traditional media. The company found that boomers, defined as those currently ages 42 to 62, spent an average of 2.69 hours a day online, versus 2.83 hours watching TV and 1.93 hours listening to the radio.

The trends were flipped among the echo boomers (ages 18 to 31) and Gen X (32 to 41), who spent more time online than watching TV or listening to the radio and whose time spent online also exceeded that of their boomer counterparts.

Read more - eMarketer

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