New Survey Reveals the Surprising Reality of Boomers' Behavior Online

ThirdAge Online Media and Social Networking Research Uncovers the Current Ins and Outs of Preferences Among Boomers

June 2, 2008 (San Francisco, CA)

Which online boomer trends are in -- and which are out? To find out, ThirdAge, a leading online destination for the baby boomer and midlife markets, and JWTBOOM, an integrated marketing agency dedicated to reaching boomers, surveyed more than 1,800 respondents. The unexpected results were presented today in San Francisco at JWT LiveWire: The Summit, a conference dedicated to reaching consumers age 40-plus.

The results of the survey may surprise even the savviest online marketers looking to capture the attention of the coveted boomer market. It turns out the audience values word-of-mouth recommendations, expert opinions, trusted brands and privacy online. But, they are not yet embracing social networking or blogs, despite what recent hype would suggest. The following outlines the current trends of boomers' online preferences:

In

• Word-of-mouth sharing
• Experts and credible authorities
• Trusted brands
• Product research and online shopping

Email

• Broadband
• Privacy
• Health and wellness information

Not Yet

• Social networking
• Blogs
• Podcasts
• Downloading and listening to music
• Group gaming

They "Social Network" Their Own Way:

"The research clearly shows that boomers are not clamoring to social networking sites the same way younger generations are making new friends in today's social media playground," said ThirdAge CEO Sharon Whiteley. "Boomers are using more traditional web communication tools, such as email, to keep in touch with their existing group of friends in order to share photos and, more importantly, life experience. "That said," she added, "Boomers in general are interested in connecting and interacting with others in their community around shared interests and common issues. They relate to people sharing a similar life phase -- and they trust those who have walked in their shoes."

Fifty-three percent of those surveyed had not visited social networking sites; 47 percent cited concerns over privacy and having personal information on the web; 39 percent said they are too busy; 32 percent do not see the benefit of spending time social networking.

Boomers Embrace Online Marketing Selectively

"Boomers will participate in online communities to share opinions about brands and products," said JWT Boom President Lori Bitter, whose company specializes in marketing to boomers. "They are also open to both traditional marketing and emarketing, as long as the message is coming from a brand they know and trust."

Seventy-five percent of respondents that have received promotional emails about products and services have clicked through to the site being promoted. More than 55 percent have purchased a product or service promoted in an email.

Ninety-three percent of respondents who have read an article about a Web site in print (newspaper or magazine) have later visited the site online, reminding marketers that media coverage, as part of an integrated marketing strategy, remains an important element of boomer marketing.

Trust -- But Verify

Respondents were most likely to trust a Web site's content if the site corresponded to a trusted brand or featured credible expertise. Consider:

• 83 percent reported the content needed to be attributed to experts, authors or authorities with subject matter credibility
• 66 percent said they trust sites whose content is sponsored by a company they know and trust
• 62 percent said they would trust a site if they had been going to it for a long time and came to trust its brand

"This data reflects that brands have the ability to connect directly to their key consumers through targeted online sponsorships," said Bitter.

They've Got the Power

Boomers alone account for 78 million people and control more than 83 percent of consumer spending. Forty percent of the United States' population is over 45, with 50 percent market growth projected over the next 15 years. Boomer spending will increase $800 billion to over $4.6 trillion by 2015. This is a potent marketplace that can't be ignored.

"Marketers have the opportunity to build a relationship with this important audience," said Whiteley. "For example, we have learned that ThirdAgers are not universally familiar with or receptive to blogs. On the other hand, they value personal views written by experts and opinions by authoritative sources. On our redesigned Web site scheduled to launch in early July, we are featuring 'contributors' rather than bloggers regardless of the nomenclature popularized by mainstream social media. We know our audience and want to speak their language."

Additional Noteworthy Findings

• Word-of-mouth: Boomers participate in viral or word-of-mouth marketing as much as or more than younger age groups. Ninety-three percent of respondents were very or somewhat likely to share product information or news with friends.
• Product research and shopping: Eighty-eight percent of respondents use the Internet for research before purchasing a product offline, and 78 percent shop online.
• Broadband: Eighty percent of respondents use a broadband connection at home.
• Health and Wellness: Ninety-seven percent use the Internet to seek information on health and wellness.
• Gaming: Sixty-two percent had little or no interest in playing games with others.

Top Line Findings

Overview & Demographics

The 2008 Boomers Online Media and Social Networking Study was conducted online at www.thirdage.com. A total of 1,834 respondents over the age of 40 completed the survey. Of these respondents (who also reported visiting ThirdAge.com more than once a week):

• 68% were female and 32% were male
• 80% were between the ages of 46 and 70
• 39% lived in a U.S. Metropolitan area while 61% did not (population was broadly dispersed throughout the U.S.)
• 86% attended some college, received an Associate's degree or higher
• 55% had a household income of $50,000 or more, with 32% over $75,000
• 51% were married

When asked to describe the device(s) that they used to connect to the internet:

• 84% indicated that they use a desktop computer
• 31% use a laptop
• 80% of respondents typically use a broadband connection at home to access the Internet, while only 15% typically use a dialup connection from home.

Online Social Networking

When queried as to whether they visited any sites to connect and engage with others -- referred to as "Social Networking" sites (MySpace, Facebook, LinkedIn, etc.):

• 53% said no
• 22% said yes
• 26% said that they currently did not, but might in the future.

Of those respondents that indicated that they did not visit social networking sites, their main reasons for not doing so were as follows:

• 47% concerned over privacy and having personal information on the web
• 39% said they don't have enough time and already have too much to do
• 32% reported they do not see any benefit from spending time on a social networking site

Of those that said they might visit a social networking site in the future, their main reasons were as follows:

• 82% said they felt assured their information was kept private
• 78% said the site was focused on their particular interests
• 62% said their family and friends were members and it is a good way to stay in touch
• Still, however, 64% said they still had no interest in social networking sites, or that this was not relevant in their lives

Trust

The top five factors that respondents said determined whether or not they trusted a website's content:

• 83% reported the content needed to be attributed to experts, authors or authorities who have
• credentials in the subject areas they are writing about
• 66% said if the content was sponsored by a company they know and trust
• 62% said if they had been going to the site for a long time and came to trust its/its brand
• 58% responded they would believe their family members and friends

Responsiveness to Online Marketing/Promotional Initiatives

Boomers participate as much or more in viral or word-of-mouth marketing as younger age groups. Very or somewhat likely to share product information or news with:

• 93% Friends
• 75% Children
• 67% Spouses/Partners

• 76% of respondents that have received promotional e-mails about products and services and have clicked through to the site being promoted.
• More than 55% have purchased a product or service promoted in an email.
• 93% of respondents who have read an article about a website in print (newspaper or magazine) and have later visited the online site.
• 83% have visited a website after seeing an advertisement for the site in a newspaper or print magazine.

Community Activity

Percentages of activities listed as interested in when using the internet:

• 97% Seek out health and wellness information
• 96% use email
• 91% Read articles
• 92% Stay in touch with family/friends
• 88% Conduct product research before offline purchasing
• 84% Receive photos of family/friends
• 78% Shop online

Percentages of activities reflecting "little or no interest":

• 67% Writing blogs
• 63% Participating in general social networking
• 62% Playing games "with others"
• 55% Listening to podcasts/pre-recorded audio content
• 44% Downloading music

ThirdAge Inc. is a leading life stage media, marketing and consumer insight company exclusively focused on serving today's dynamic population of boomers and aging mid-lifers online. For the last decade ThirdAge has built a loyal community interested in health/wellness, relationships/romance and money/work, while also serving premiere marketers who want to build a relationship with this audience. Headquartered in New York the site attracts more than one million unique visitors per month. www.thirdage.com

JWT BOOM is the premier integrated marketing firm specializing in reaching consumers over age forty. Providing results-driven strategy and execution, JWT BOOM excels at helping clients build profitable and lasting relationships with boomers and mature consumers, the fastest-growing and most financially powerful segment in the country. www.jwtboom.com

Note: Additional survey data is available upon request.