Baby Boomers Into New Media, Social NetworkingSep 10th, 2008 | By James Lewin | Category: General
Think new media and social networking are just for young people?
Market Research firm The NPD Group reports that online activities once mainly popular with teens and young adults are now getting active participation by baby boomers, too:
- 61 percent of baby boomer Internet users (age 44 to 61) had visited sites that offer streaming or downloadable video (e.g., YouTube and TV network Web sites
- 41 percent had visited social networks (e.g., Linked-In, Facebook, and MySpace)
- Although young Web users (13- to 34-year-olds) are significantly more likely to visit social networking sites, baby boomers who visited social networking Web sites did so an average of 8 times over the previous three months.
- Baby boomers who engage in activities, like social networking or video streaming, are also more likely to buy DVDs, CDs and go out to the movies.
- Baby boomers who stream video are also 15 percent more likely than their non-streaming counterparts to buy a CD, DVD, or movie tickets.
Boomers’ Attention Moving Online
â€œThereâ€™s an ongoing misperception that certain Web activities are the exclusive domain of young people,”said Russ Crupnick, entertainment industry analyst for The NPD Group. â€œThat misperception could cost the entertainment industry, in terms of lost opportunities to target valuable consumers.”
â€œAs more consumers of all ages spend more time online, thereâ€™s potentially going to be less time for them to consume entertainment content in traditional ways,” Crupnick said. â€œThese findings underscore the growing need for entertainment companies to promote and distribute digital entertainment content online, in order to keep pace with the changing needs and desires of consumers of all ages.”