Why Everything You Think About Age Online May Be Wrong

It’s time to change how we view age

It’s easy to assume that younger people are the only ones who care and understand social media, apps, technology, and the worldwide web. Well, 2020 has completely changed our views on stereotypes based on generations. 


Goodbye Age Stereotypes Online

When we think of online users, we immediately think of Generation Z and Millennials. You may be surprised to know that another generation is actively taking part in the online experience: Baby Boomers.


When stay-at-home orders were put in place, many of us took shopping from the streets to our computers. With this change, the focus to create an incredible digital experience rapidly increased throughout the pandemic. People across all age groups needed to be able to easily access their favorite apps, social accounts, healthcare providers, financial accounts, and more.


Are You Missing Market Opportunities?


Baby Boomers and Gen-Xers are much wealthier than their counterparts.

According to the Federal Reserve:

“Baby boomers control over 53% of the country’s wealth, while Gen X accounts for just over 25% according to the Fed’s data, which breaks down U.S. wealth at the beginning of 2020 by age, class, and race.” 


Follow the money

Understanding their online behaviors and interests are key. Due to the pandemic, digital communication became the cornerstone of staying connected with our loved ones and the businesses we love. Older generations began to increase their use of messaging apps, social media, online finance, online grocery shopping, and even contactless payments. 

The top three areas for Baby Boomers are:

  • Commerce 
  • Finance
  • Social-connectedness 

Baby boomers have also been thriving on Facebook for years now, long before the pandemic. They used the giant social network to stay connected to family. Now, they’re increasing their presence on TikTok. 

TikTok is dominated by Gen Z who have taken the pedestal from Millenials. So let’s take these trends as a sign that “old” and “young” stereotypes are less and less relevant. 


Baby Boomers Want to Be Seen


Only 13% of  Baby Boomers say they see themselves in ads according to a GWI study on trends. While many consider themselves youthful, they want their specific needs catered to them by brands. This is the perfect opportunity for you to appeal to them. This trend of their online presence will not go away anytime soon. In fact, it will continue to increase and will set a precedent on how marketing must be more inclusive. 


Take Action!


With the online uptick of baby boomers (and generation x!) coupled with their wealth, it would be wise to view your brand through their lens. Consider ads and digital experiences that keep their unique needs in your future marketing plans. 


The future is here

The digital future will reward those who can take advantage of it. To this end, we are constantly learning, and staying abreast of advancements and updates to keep our clients ahead of the game online. We’re obsessed with helping you achieve your objectives even in a changing landscape. Learn more about how we can help you get more done.



Poised, results-driven business professional with a BS in Marketing, BA in Human Resource Management, and minor in Spanish. Her professional experience spans diverse areas including consumer, fashion, academic, non-profit, and social media. At Reactionpower, she’s responsible for leading digital marketing operational processes like the development, implementation, and measurement of campaigns. In her free time, she enjoys museums, watching her favorite shows and documentaries, spending time with family and friends, reading, traveling, and adventures.

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