Baby Boomers (people born between 1946 to 1964 – currently aged between 60 and 78) are now the world’s wealthiest generation, however, brands, marketers, and media planners are failing to keep up with their evolving digital media habits, according to the latest ‘Baby Boomers’ big digital shift’ Global Advertising Trends report released by WARC Media.
According to the report, Baby Boomers are not spending greater amounts of time on social platforms, as commonly assumed. Instead, older generations are switching from offline versions of content media to their online extensions – be it connected TV, such as Netflix and Amazon Prime, or online press.
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