Yesterday we discussed the results of a recent study put together by ThirdAge/JWT Boom, which took a close look at America’s largest demographic (those born between 1946 and 1964 otherwise known as Baby Boomers) and what their opinions were towards the social network craze that is spreading across the country. 1,800 Boomers were surveyed and what was learned is that the majority (78%) had little to no interest in anything blog related. So what does interest them about being online and why do most Boomers have computers to start with? Email. 96% of respondents said that the number one reason they own a computer is for email access!! Email from daughters, sons, grandchildren. Emails containing baby pictures, videos featuring baby’s first steps, words of hope from family members that are currently serving overseas. Of those 96% that use email comes the most interesting result yet…75% regularly click on links included in promotional emails! What this means is that in a world where every small business owner is looking for an edge on how to catch their eye, Baby Boomers may be as easy to reach as a simple email.
76 million Baby Boomers in the U.S, 83% of all consumer spending , projected spending of over $4.6 trillion by 2015….and if this study is accurate they all not only actively email one another, but they respond to emails sent to them offering special promotions. 66% said that if they had heard of a company before and were aware of their products they would trust the website right off the bat, no hesitations. Even more interesting is that 1,494 of the 1,800 said that if they could associate a person they trusted with that product than they would automatically associate the spokesman’s credibility with that of the product/website they were promoting. And just to wrap things up in a nice tidy bow for you, over half of all replies indicated that they had purchased a product that was sent to them in an emailed promotion.
Of course this should be sounding off alarms in the minds of small business owners all across the country. With the economy taking a downward turn and Mom/Pop stores caving in under the pressures of giant retail companies such as Target, Costco, and of course Walmart, new more effective ways to reach the Boomers is desperately needed. With emails being vitrually inexpensive and the potential for profit being so high, the best way for the little guy to reach America’s Greatest Generation just may be at the tips of their fingers.