California Business Minute™

The California Workforce Association, CWA is a non profit
organization that formulates public policy strategies and
builds local capacity to address critical workforce issues.

CWA works to promote, enhance and serve the interest of local workforce development.

For further information, contact us  www.calworkforce.org or at 916 325-1610

Hi, I am Tim Johnson and welcome to the California Business Minute.

Which online boomer trends are in and which are out?

The results of a survey may surprise even the savviest online marketers looking
to capture the attention of the coveted boomer market. It turns out the generation
values word-of-mouth recommendations, expert opinions, trusted brands and privacy
online. But, they are not yet embracing social networking or blogs, despite recent
commentary.

The research clearly shows that boomers are not clamoring to social networking
sites the same way younger generations are making new friends in today’s social
media playground.

Fifty-three percent of those surveyed had not visited social networking sites; 47 percent
cited concerns over privacy and having personal information on the web; 39 percent said
they are too busy; 32 percent do not see the benefit of spending time social networking.

Boomers alone account for 78 million people and control more than 83 percent of consumer
spending.  Forty percent of the United States’ population is over 45, with 50 percent market
growth projected over the next 15 years. Boomer spending will increase $800 billion to over
$4.6 trillion by 2015, as a potent marketplace that can’t be ignored.

I am Tim Johnson and this has been the California Business Minute.

The survey was completed by ThirdAge Inc. a consumer marketing company and JWT BOOM
a marketing firm focused on reaching consumers over 40.