One moral to draw from this: A brand that targets boomers is apt to have the best luck reaching them in their prepurchase planning stage at home, rather than at the last minute in a store. And when boomers do see a marketer’s message, it’s more likely to be on a roomy computer screen than on a small smartphone screen.
Some of boomers’ shopping doesn’t entail setting foot in a store at all, as many see the appeal of ecommerce. eMarketer estimates that three-quarters of boomer internet users in the US—45.2 million people—will be digital buyers by year’s end. Read the rest at eMarketer.