CPH Research has released a new study on behalf of Continuum Crew, tracking attitudes and media usage among the Boomer generation. Top findings on media consumption are:
- Ikes and Boomers still use traditional media more than those of Generation Jones or Generation X, but not all Boomers consume media in the same way.
- Among all media services listed, Boomers were least willing to give up the Internet, a shift from the top response of the 2008 survey, their cell phone. The survey shows they now spend more time than ever online–a rapid increase in one year from 38% to 62%.
- The majority of Ikes and Boomers have joined popular social networking site Facebook within the last 6 months.
- Boomers are becoming more aware that national and local news, magazines, and to some extent television and movies, are available to them via the Internet, indicating an increasing preference to access content this way and representing a shift among older adults experimenting with social media.
According to the report, a significant segment emerged within the Boomer group, dubbed the new “Social Media Maven,” who have more frequent contact with individuals across all types of groups within their social network, not just family or neighbors, but issue-oriented groups and co-workers as well:
- 73% responded ‘People often come to me for advice’
- Not merely amassing ‘friends’ or ‘connections’ they are communicating regularly.
- They also have more face-to-face contact and use smart phones more than other Boomers or Generation Jones respondents (78% responded ‘New technology plays an important role in my life’)
- They are equally likely to be male as female, which defies the stereotypical female profile of the voracious social media consumer
- Of this Social Media Maven group the majority are still working, more likely than the other segments to own their own business, most likely to engage in volunteer activity and to have the highest household income
- Social Media Mavens are more likely to try new products, technologies and seek new experiences. They are recommenders who embrace the role of technology in their connected lives
