How to better reach and resonate with baby boomers online

Sarah Dawley

This article incorporates findings from Hootsuite’s Social Trends 2021 report (a survey of 11,189 marketers), as well as Hootsuite and We Are Social’s Digital 2021 report (a global look at emerging digital behaviors with data from over 220 countries and territories).

The COVID-19 pandemic prompted baby boomers to spend more time online than ever before. Much of this time has been spent doing familiar activities on familiar platforms: browsing Facebook, watching Netflix, buying gifts on Amazon. But older generations have also been left with no choice but to rely on the internet to fulfill needs they hadn’t before: connecting with friends and family via Zoom, buying high-frequency items like groceries, managing their finances online, attending virtual doctor’s appointments – even staying entertained with online gaming, with two-thirds of internet users aged 55–64 saying they play video games.

So as...

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