Boomers connect at rapid pace
Send a link to a friend
[December
21, 2012]
(BPT) -- Even though they're
still common, jokes about clueless baby boomers calling their kids
to figure out how to use technology are starting to feel outdated.
While today's youngest generations are practically born with
tablets, smartphones and laptops in their hands, grandparents are
also adopting technology at a startling pace.
|
Boomers' enthusiasm to consume new technology is growing and
changing as fast as the field of new products available. In fact, a
2012 Forrester Research technology survey found that 78 percent are
online, and of those, 54 percent own laptops. Tablet use among
boomers is growing too; 11 percent already own one and another 15
percent plan on buying one soon. While the boomers' generational
trait of progressiveness helps to explain this tech rush, more
practical reasons demystify it as well. Many among the generation
are at the peak of their earning power, with more money to spend on
technology than other age groups. A 2012 survey by Nielsen showed
that within five years, approximately 50 percent of the U.S.
population will be 50 or older, and they'll control 70 percent of
disposable income. For this generation, a forward-thinking mindset
has always been a common trait, so crossing the digital divide was
bound to happen.
However, many advertisers are leaving these consumers in the
lurch despite their proven purchasing power. Although boomers
account for 49 percent of total sales of packaged goods for
consumers, Nielsen estimates that less than 5 percent of advertising
dollars are targeted toward adults ages 35 to 64.
Overcoming the learning curve as well as the lack of attention
from marketers has shown just how much boomers value the latest
technology developments. But for those who don't yet have their
hands on the latest gadgets, organizations like AARP are making it
easier for boomers to get connected.
[to top of second
column] |
"AARP's goal is to provide value to its members, and our research
has shown that many AARP members are early adopters of technology,"
says Angela Jones, senior vice president of business development and
lifestyle products for AARP Services. "Through AARP's relationships
with retailers and manufacturers, our nearly 38 million members
receive discounts on their favorite technology products."
For example, members can get discounts of 5-12 percent on a range
of HP products, 10 percent off Amazon's Kindle e-readers, including
the popular tablet Kindle Fire, and even discounted phone service
from Vonage.
Whether they're keeping up with the new pace of work at the
office or simply looking for a better way to connect with family,
there's no doubt that boomers are demanding technology that helps to
improve their lives. As they grab each new opportunity to connect,
the idea of boomers being behind the technological times is fading
fast.
For more information about discounts available to AARP members,
visit www.aarpdiscounts.com.
[Brandpoint] |