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BizReport : Research archives : September 18, 2007

Study: Boomers increasingly turn to PC, phone

Advertisers who are sticking with traditional media in the hopes of turning more Boomer consumers into buyers could be making a fundamental mistake. According to a recent study, instead of turning to television or newspapers, Boomers are increasingly turning to their computers and phones to find product information.

by Kristina Knight

br.jpgAccording to the study, Baby Boomers said they are spending less time each week reading books and newspapers than they were six months ago. At the same time, the group says they are spending more time on their computers and using their cell phones. Listening to music, watching television and using the Internet have remained at a steady consumption rate.

While these study results aren't earth-shattering, they do show a new trend for the Boomer generation: the trend of technology. With more Boomers using computers and cell phones regularly and, at the minimum, using the Internet at a steady rate, it makes sense to take some of advertising dollars online.

The other interesting finding is that radio continues to be a steady source of information for the Boomer generation. When asked about their media consumption in the coming six months, most Boomers said they would continue to listen to the radio. They also expressed an interest in Internet radio and podcasts as information mediums.

Tags: baby boomers, online ads, targeted advertising

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