Boomers have never lacked for attitude, and now they make up the largest group of US Internet users. At 56.7 million strong they constitute nearly 30% of the online population.
As a result, where boomers go—and what they do—online matters. It matters a lot. But…
"Marketers targeting boomers online would be mistaken to treat them all alike," says Lisa Phillips, eMarketer senior analyst and author of the new report, Boomers Online: Attitude Is Everything. "Older boomers, ages 54 to 62, use media more like the 'matures' who precede them, and younger boomers, ages 44 to 53, act more like Gen Xers online."
About 74% of boomers use the Internet at least once a month.
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