News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Millennial, Boomer shoppers more alike than you might think
Millennial and Boomer shoppers are more alike than previously thought, according to new research published by Radius Global Market Research, with both comfortable conducting online research and using social media.
Millennials (age 18-32) and Boomers (age 49-67) may be generations apart but when it comes to shopping using new technology and media they are not as different as many might think.
In fact, the vast majority of both Millennials (90%) and Boomers (86%) regularly research products online. The differences lies in the way in which information is accessed. Millennials are more likely to research via smartphone (60%) whereas Boomers are twice as likely to research in newspapers and magazines (38%).
Millennials rank word-of-mouth highly for product recommendations whereas Boomers are swayed more by advertising and sales representatives.
Both age groups have similar concerns when making purchases with both focusing primarily on quality or price/value and both preferring to purchase travel online. Here the difference lie in those items they deem a priority. Millennials put travel and apparel at the top of their list for increased spending this year while Boomers are more focused on necessities such as packaged foods and insurance.
When it comes to the use of social media, both Millennials and Boomers are using the channel with female Millennials and Boomers using Facebook at an almost identical rate (90%).
"While it is beneficial to understand the similarities and differences between generational groups, it is also important for marketers to look beyond these over-arching categories," says Lesley Books, Radius GMR Senior Vice President. "Nuances such as gender require at least as much attention when it comes to engaging both Boomers and Millennials."
Image via Shutterstock
- Research reveals Millennials' attitudes towards brands
- Survey: Online, offline shopping experiences 'merging'
- Message Systems flips email to up engagement
- Marketers beware - research your target market or risk stereotyping
- Google: U.S government user data requests up 250% since 2009
- Survey reveals general reluctance to pay for online content and apps
- Report: Online communities growing in importance
- Survey: Consumers want to share product details with friends
Featured White Papers
- Why the Smartest Marketers Have External Writing Teams
Do you want to see why marketers are outsourcing their writing? Read this white paper to learn how external writers...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...
- The Social Hunger: Why Your Audience Feasts on Social Integration
For the past few years, marketers have 'woken up' to consumers who have the power to express their views anytime...
- The 8 Critical Metrics for Measuring App User Engagement
Measuring and optimizing for the right engagement metrics is the key to attaining and keeping users. Whether your business model...