Baby Boomers hold more than $2.6 trillion in spending power but are often overlookedby marketers. Specifically when digital campaigns are created. That’s a lot of money that brands may be leaving on the table. And a massive cohort of shoppers left feeling ignored. When 67% of Baby Boomers own smartphones and account for 59% of digital purchases. The proof is clear that this generation is more technologically say . Than younger generations have given them credit for. So rather than allow brands and marketers to continue ignoring them. Baby Boomers have taken matters into their own hands. If you’re still among the marketers. A struggle to picture older generations with smartphones.
That’s 6 MillionPeople
Who spend time on Facebook, Instagram, and—as we discovered recently—TikTok. Before the pandemic struck in early 2020, only 37% of those over the age of 70 used social media daily. Those older users to online outlets in droves to find connections during times of lockdown loneliness. The overall number of social media users hasn’t grown much. While only 10% of users on TikTok are between the ages of 55 and 64 and 3.5% are over the age of 65. Those users are very quickly changing the demographics we’ve come to expect from the Gen Z-friendly app.
Influencers are Building
Some granfluencers earn up to $9,000 per sponsored post within the fashion influencer industry, including 92-year-old “baddiewinkle,” whose Instagram bio reads “Stealing Yo Man Since 1928” andboasts 3.4 million followers. While baddiewinkle is on the bold, bright, and often hilarious end of the spectrum, granfluencer “icon accidental” with three-quarters of a million followers speaks to a different segment of Baby Boomer buyers.