Jeffery Cole, Center for the Digital Future at USC - published at Transformation2011

Amplify’d from community.microsoftadvertising.com

Here is a brief recap Jeffery’s key digital Boomer behaviors: - Boomers are the first generation ever to take the digital technology completely into “older” age. They will be online in “television penetration” type numbers. - In 2007, Boomers used mobile phones mostly for calls whereas teens used them for texting. Also, Boomers rarely used the internet for entertainment whereas teens used the internet for mostly entertainment. Today, those two differences are basically gone. - The heaviest users of social networking are over the age of 50. They also find the most value in communities beyond Facebook for their interests such as how to learn to play chess. - Boomers have the greatest overall trust in the content on the web, including the advertising and they care greatly about the source of the information they are receiving. - Boomers are the heaviest users of email putting them at the center of the web experience. And they use email for everything: reaching out to friends, to their health care providers, to do business, etc. - They spend more money online than any other age group. - Gaming isn’t just for teens. Boomers game just as much as their kids with casual games like poker, solitaire, soduku, and crosswords. - As the heaviest newspaper readers, Boomers will need to find a new place to go in the next five years as the end of the printed newspaper approaches. Read more at community.microsoftadvertising.com