Is it Gen Z, hiding in TikTok and exploring virtual worlds like Roblox? Or the Millennials who many other generations think are busy "quietly quitting smoking"?

While the previous two generations are incredibly unique, it is not. The data we recently found may surprise you.

Because Boomers are the older generation, and may even have more purchasing power than others, one would think we would know them, and where to market them, quite well by now.

The truth is that while it is difficult for marketers to understand and engage with the ever-evolving younger generation, Boomers are clearly outliers.

Why? It all goes back to how Boomers like to discover and buy products, which stands out as a sore thumb compared to other generations.

How Boomers' shopping habits are different

You may think Boomers are the hardest to reach because they are not always online, but over 1000 consumers show that more than two-thirds of Boomers use social media. On top of that, online search is one of the most common ways they discover new products.

So what exactly is it that makes the 65+ audience so difficult to reach? Simply put, most marketing efforts aimed at Generation Z, Millennials or Generation X will probably reach all three generations to some extent, leaving Boomers in the dark.

For example, marketers can effectively reach the three younger generations by advertising on social media, streaming services and YouTube, but this would do a terrible job of reaching the Boomers, shown in yellow below.

Top 3 marketing channels to reach boomers

TV ads drive Boomer product discovery

More than any other generation, Boomers prefer to discover new products through TV commercials, which is also where they discover new products most often.

Online search is second best, but boomers do it differently

Online search is the second best option for reaching Baby Boomers. While this channel is also one of the main channels for cross-generational product discovery, Boomers are searching differently.

All other generations largely prefer their phones for online shopping, while most Boomers use their computers.

Boomers prefer retail shopping more than any other generation

Another common and highly preferred product discovery channel for Boomers is in retail shops. 44 % of Boomers have found new products in shops in the last 3 months, and 37 % say it is their preferred method. Both numbers are the highest of any other generation.

Keeping up with consumer trends

Boomers may be the most exclusive, but each generation has its own way of relating to brands and their content.

To stay up to date, don't forget to subscribe to our newsletter.