Scouring the internet, you will find many sources and surveys for statistics on Baby Boomers, the Active Adult and 50+ demographics, all herein lumped together as “boomers”.  Here are some excerpted statistics…that you can profit from. 

It may not be a surprise that Boomers talk more than they type, that they don’t get in to blogs, or usually in to social networking sites.  It may also not be a surprise they buy differently, buy different product types, and you may know what is or is not important to them. 

But, did you know:
People over age 40 are heavy users of other online services.
Boomers are heavy users of emails, 96% in some surveys.
Boomers want to connect with others in their communities, but around shared interests.
Most of them have a circle of family and friends with whom they are in consistent communication.
A high percentage think of themselves as busy, with little time, or interest, in being sedentary.
Privacy is fiercely defended.


Statistics that could influence the type of product you build for boomers:
The surveys aggregate some 40-70% enjoy writing every day.
Boomers are usually very social.
Nearly 80% listen to music every day, 55% listen to pre-recorded content, and 40-60% download music.
High speed internet is used by 60-80% of Boomers. 

Critical knowledge you must have:
Boomers don’t embrace online marketing all that easily, although the response rates are vastly different for those companies or people they know (and trust) and have higher click through rates.
Boomers like to give their opinions on brands, and generally respond to surveys in higher numbers.
This buyer enjoys, and has time to be, browsing.  That goes for your web site too.
Very high numbers, from 70-90%, value what seems like credible, knowledgeable subject matter experts.
Boomers talk.  Good or bad for you, but you can count on them carrying a message across the air waves.
Another high number, 70-93%, are very likely to share product, brand and experience information. 

According to Third Age.com, Boomers alone account for 78 million people in the US and control more than 83 percent of consumer spending. Some 40 percent of the US population is over 45, with 50 percent market growth projected in the next 15 years. Boomer spending is expected to surpass $4.6 trillion by 2015.  Should you be selling to Boomers?  

Erik Cofield, CGA has leveraged technology and provided business management consulting for all sizes and types of builders, developers and Remodelers since 2000, including volume, multi-family and custom, to help them improve their business. He is the National Accounts Manager with BuildTopia (www.buildtopia.com), a widely used international construction management software company. He is the Houston Sales and Marketing Council 2008 Associate of the Year. He is an author, educator, consultant and speaker.  He can be reached via ecofield@buildtopia.com.