Razorfish：数字婴儿潮一代报告 Digital Boomers The truth behind one of marketing’s most valuable yet neglected segment.docx

December2023

DigitalBoomers

Thetruthbehindoneofmarketing’smost

valuableyetneglectedsegment

X

Ourgoal

Ourgoal

Unpackingthetruths

anddebunkingthe

mythsaroundtheBabyBoomergeneration.

razorfish

Methodology

RazorfishpartneredwithresearchcompanyGWItocreateasurveyandconductqualitativeinterviewsexploring

Boomers’attitudestowardtechnology.Thesample

included1,003Boomerrespondents,allbasedintheU.S.

GWIDatabase

?Quantitative(n=1,003)

?Qualitative(n=12)

?Peoplebetween57and75yearsold

2

Keyinsights

Keyinsights

razorfish

01

02

03

04

Theyhaveanearlyadopterattitude

towardtechnology.

Theyseethebenefitofintegrating

technologyacrossmanyaspectsoftheir

lives.

Humaninteractionsarenotvital

fortransactions.

Thefutureisbright,

andtheyreparticipantsinit.

3

MYTH

MYTH:Technologyneedstobepressedonthem

Theyhaveanearlyadopterattitude

towardtechnology

Farfromshyingawayfromnew

technology,Boomersareconfidentaboutdiscoveringnewtechproductsandappsandenjoysharingtheir

knowledge.

razorfish

Boomersarecuriousandconfidentaboutnewtechnology

70%

70%

57%

57%

arecuriousaboutnewtech,devices,andapps

willreadnewsabout

newtechnologies

62%

62%

56%

56%

liketodabbleandlearnhowtousenewtech

lookforwardto

embracingnewtechthatmaketheirlivesbetter

Theyaren’tintimidatedbynewtechnologyandenjoy

sharingwhattheyknow

70%feelconfidentusingnewtechnology

34%lovesharingnewtechproductsandappswithpeopleintheirlives

Audience:DigitalBoomers(n=816)

Question(s):Whichofthesestatementsdoyouagreewith?[T2B](Q5);Howmuchdoyouagreeordisagreewiththefollowingstatements[T2B]?(Q19)Whichoftheseareyouconsideringpurchasinginthenext6months?(GWIUSA)

4

Theyhaveanearlyadopterattitudetowardtechnology

30%oftheirfavorite10brandsaretechnologybrands

PercentofDigitalBoomerswhosaythefollowingbrandsareintheirt