Various recent reports have urged marketers to place more focus on Baby Boomers, who are sometimes neglected in favor of the Millennial generation. For example, a recent Forrester Research report noted that “older shoppers are… the most promising demographic.” Boomers are projected, after all, to soon account for 70% of disposable income. So how best to advertise to them?
A new MarketingCharts study takes a look at purchase influence among Baby Boomers (ages 50-68), finding more than 3 in 10 survey respondents reporting that direct mail had influenced them to purchase a product or service during the prior 6 months. Interestingly, that was the most commonly-cited purchase influencer of 16 identified, ahead of word-of-mouth and online consumer reviews. Read the rest at MarketingCharts.