The Boomers: The American Generation Over 60

Italian companies in the USA have an inadequate opinion of those over 60 and their role as American consumers. In the United States, Boomers use digital tools more than one might think

Often, as a joke, a lazy stereotype is used: in a scene, there’s often an older, confused parent trying to figure out how to turn on a computer. In reality, this cliché is as wrong as it is outdated. Let’s take this statement as an example:

“I love YouTube. I'm a YouTube fanatic. When I wake up in the morning I go straight to YouTube.”

This enthusiasm doesn’t come from an American Gen Z. In fact, it was said by a 64-year-old gentleman!

86% of Americans over 55 who use the Internet spend at least 6 hours a day online and own an average of 5 devices

American Boomers go online to cultivate relationships, manage savings, and improve their health

Brand marketing experts are aware of Boomers’ purchasing power ($548.1 billion). Moreover, the older members of Gen X are about to reach 55 years. This means that Americans with savings and a favorable economic condition can still play a significant role in the financial performance of companies operating in the United States, especially those in the healthcare sector.

Yet it's easy for an industry obsessed with young consumers to fall back on demographic stereotypes or assume that Americans over 55 haven’t evolved. Nothing could be further from the truth: according to Pew Research Center

1. 80% of Americans over 55 are online
2. Today's 65-year-olds have spent a large part of their adult lives experiencing technological advances firsthand (they were only 36 years old when the first browser was introduced in 1992 and 42 when Google was born in 1998).

Diving deep into their digital habits reveals that most American adults who use the Internet (86%) are enthusiasts who spend at least six hours a day online and own an average of five devices. These Boomers are called digital seniors or Digital Seniors and are sophisticated and engaged consumers: 8 out of 10 continued their education after high school, and 82% use a smartphone every day. They may not be Gen Z, but the differences are somewhat subtle, right? For many of these seniors, using the Internet and staying updated regularly is imperative. Digital platforms play an important role in their lifestyle:

• 91% say they go online to stay in touch with friends and family;
• 87% use the Internet to better organize their finances;
• 73% go online to improve their health and well-being.

Italian companies looking to export or sell in the United States must invest in communication on YouTube to capture American consumers over 55. Even though brands often seek the attention of American Millennials and Gen Z, the Boomer audience is still significant in size and purchasing power in the USA.

Lockdown and social distancing have directly impacted the role that technology plays today in the health and well-being of the adult population in America. YouTube has been an important tool for those who needed surgery and were looking for exercises to prepare for the operation or for those who were looking for gym alternatives, as search engines have been for all U.S. users who needed alternative solutions to their health problems and discovered new medications through display ads.

Companies in the USA that have always relied on television to reach Boomers are changing strategies. The digital engagement of American Boomers is taking away from the time those over 55 spent focused on traditional TV. EMarketer estimates that all Baby Boomers will watch TV 5.7% less this year compared to 2020 (a percentage expected to rise), while Comscore reports that the time spent watching YouTube videos among those over 55 grew by 10% from May 2020 to May 2021. Given that the digital awareness of this demographic will only increase, here are three ways to start targeting American Boomers.

1. Companies operating in the U.S. market must understand the consumer through data and insights, not assumptions or wild guesses;
2. To establish a connection, create awareness and consideration, you need to create opportunities for engagement with the audience in the spaces they frequent. In the USA, YouTube plays a crucial role in the lives of older consumers, so that’s where the greatest investments should be directed;
3. Italian companies in America should prioritize strategic audience segments rather than generic ones. Many intention indicators are available on YouTube to help brands reach the most valuable American consumers on a large scale.

[Source: ThinkwithGoogle]