{"id":23040,"date":"2022-12-13T12:52:53","date_gmt":"2022-12-13T12:52:53","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/13\/how-to-connect-with-them-data\/"},"modified":"2022-12-13T12:52:53","modified_gmt":"2022-12-13T12:52:53","slug":"how-to-connect-with-them-data","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/13\/how-to-connect-with-them-data\/","title":{"rendered":"How to Connect With Them [Data]"},"content":{"rendered":"

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Which generation do you think is the hardest to reach with marketing content?<\/p>\n

\"Marketers<\/div>\n

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Is it Gen Z<\/a>, hiding out on TikTok and exploring virtual worlds<\/a>\u00a0like Roblox? Or Millennials<\/a> who many other generations think are busy with “quiet quitting?”<\/p>\n

While the two generations above are incredibly unique, it’s neither. The data we recently found might just surprise you.\u00a0<\/p>\n

\"Download<\/a><\/span><\/span><\/p>\n

According to our most recent survey of 1,200+ marketers, it turns out Baby Boomers (age 55+) are the hardest to reach:\u00a0<\/p>\n

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Because Boomers are the oldest generation, and might even have more purchasing power than others, you’d think we’d know them — and where to market to them — pretty well by now. Right?<\/p>\n

The truth is, while marketers find it challenging to understand and engage younger ever-evolving generations, Boomers are the clear outlier.<\/p>\n

Why?\u00a0It all goes back to how Boomers like to discover and purchase products, which stands out like a sore thumb compared to other generations.<\/p>\n

How Boomers\u2019 Shopping Habits are Different<\/h2>\n

You might think Boomers are the hardest to reach because they\u2019re not always on the internet, but our survey of over 1,000 consumers shows that more than two-thirds of Boomers use social media. On top of that, searching online is one of the most common ways they discover new products.<\/p>\n

So what exactly is it that makes the 65+ audience so hard to reach? In a nutshell, most marketing efforts targeting either Gen Z, Millennials, or Gen X will likely reach all three generations to some extent \u2013 while leaving boomers in the dark.<\/p>\n

For example, marketers can effectively reach the three younger generations by advertising on social media, streaming services, and on YouTube — but this would do a terrible job of reaching Boomers, shown in yellow below.<\/p>\n

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Just 17% of Boomers have discovered a product on social media in the past 3 months. This drops to 13% for streaming services like Netflix, and goes down to 8% for YouTube ads. In comparison, these are among the best channels for reaching Gen Z, Millennials, and Gen X.<\/p>\n

So where can you actually reach the elusive Baby Boomers?<\/p>\n

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The Top 3 Marketing Channels to Reach Boomers<\/h2>\n

Television Ads Drive Boomer Product Discovery<\/h3>\n

More than any other generation, Boomers prefer to discover new products through television ads, which is also where they discover new products most often\"where<\/p>\n

Online Search is Second Best, but Boomers Do It Differently<\/h3>\n

Online search is second-best for reaching Baby Boomers. While this channel is also a top product discovery channel across generations, Boomers are searching differently.<\/p>\n

All other generations heavily favor their phones for online shopping, while most Boomers are using their computers.<\/p>\n

\"which<\/p>\n

Boomers Prefer Retail Shopping More Than Any Other Generation<\/h3>\n

Another common and highly preferred product discovery channel for Boomers is in retail stores. 44% of Boomers have found new products in stores in the past 3 months, and 37% of them say it is their preferred method. Both numbers are the highest of any other generation.\"where<\/p>\n

Keeping Up With Consumer Trends<\/h2>\n

Boomers might be the most unique, but each generation has its own way of engaging with brands and their content.<\/p>\n

To keep you updated on how each generation\u2019s shopping habits change over time, we\u2019ll be running our consumer trends survey twice a year. For a more detailed breakdown of Boomers\u2019 shopping habits<\/a>, along with every other generation, check out our full Consumer Trends Report<\/a>.<\/p>\n

\"New<\/a><\/span><\/span><\/p>\n<\/div>\n