Study: Boomers prefer WOM recommendations

Consumers needing information on a product or service are more likely to ask someone from the boomer generation than any other demographic, according to new research from Weber Shandwick. The study revealed that baby boomers are asked for information and recommendations about 90 times each year.

by Kristina Knight

"Boomers have both unrivaled influence and rich networks of peer advisors. Our new study found that companies can forge new relationships with prospective customers by capitalizing on the power of B2F communications,” said Weber Shandwick's Chief Reputation Strategist Dr. Leslie Gaines-Ross. “Companies can discover new avenues for reaching boomers by approaching boomers' networks of mutual advisors and creating marketing, advertising and other communications that portray boomers in realistic social settings to which they can relate.”

About 89% of boomers asked about to recommend a service did so in person (84%) or via phone (82%). Surprisingly, most boomers don't make recommendations online. The study found only about 45% of boomers are willing to make recommendations online and then primarily do so via email, leaving social networks out in the cold.

Boomers also aren't turning to blogs or RSS feeds for information. The study found that about 70% of boomers do research products online, but only about 10% use blogs or feeds as part of their research. This indicates a reluctance to believe online reviews, even those generated by other consumers.

Because so many boomers are willing to share their opinions with others, marketers have a golden opportunity to create off-line buzz around products and services and vault that buzz to online arenas.