Razorfish：數(shù)字嬰兒潮一代報告 Digital Boomers The truth behind one of marketings most valuable yet neglected segment

December2023

DigitalBoomers

Thetruthbehindoneofmarketing’smost

valuableyetneglectedsegment

X

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

razorfish

01

02

03

04

Theyhaveanearlyadopterattitude

towardtechnology.

Theyseethebenefitofintegrating

technologyacrossmanyaspectsoftheir

lives.

Humaninteractionsarenotvital

fortransactions.

Thefutureisbright,

andthey'reparticipantsinit.

3

MYTH:Technologyneedstobepressedonthem

Theyhaveanearlyadopterattitude

towardtechnology

Farfromshyingawayfromnew

technology,Boomersareconfidentaboutdiscoveringnewtechproductsandappsandenjoysharingtheir

knowledge.

razorfish

Boomersarecuriousandconfidentaboutnewtechnology

70%

57%

arecuriousaboutnewtech,devices,andapps

willreadnewsabout

newtechnologies

62%

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

PercentofDigitalBoomerswhosaythefollowingbrandsareintheirtop10mostfavoritebrands

73%

Amazon

54%

Google

47%

Apple

razorfish

Audience:DigitalBoomers(n=816);GenZ(n=14,195);Millennials(n=20,928)

Question(s):Whichofthesebrandsareinyourtop10mostfavoritebrands?(Q15);Whichoftheseretailershaveyoushoppedatinthelastthreemonths?(GWIUSA)

5

Theyhaveanearlyadopterattitudetowardtechnology

Theytakeinitiativetoresearchproductsontheirownandhardlyrelyon

youngerrelativestoassistthemwithnewproducts.

Whenpurchasinganewproduct,Boomers…

71%

Visitabrand’s

website

56%

Readreviewson

aconsumer

reviewwebsite

39%

Watchedvideo

reviewsofthe

product/service

Only14%needhelpfromtheirkids/grandkids

razorfish

Audience:DigitalBoomers(n=816)

Question(s):Whichofthesestatementsapplytoyou?(RetailAttitudesGWIUSA);Whichofthefollowinghaveyoudonewhilepurchasinganewproduct?Selectallthatapply.(Q20)

6

Managingmymoney

Stayingquicklyinformedw/currenteventsKeepingmyhomesecureEnjoyingentertainment

Shoppingforproducts

Takingcareofmymentalhealth

Learningnewskills

Beingentertainedorescapingrealityw/games

MYTH:Theadoptionoftechnologyisacrossanarrowspectrumoftheirlives

Theyseethebenefitofintegrating

technologyacrossmanyaspectsoftheirlives.

Boomersleveragetechashelpfulsolutionsacrossawidearrayofcategories.

razorfish

Theyvaluetechnologyintheirlivesincludingmore

diverseusagesuchashomesecurityandmentalhealth

Boomersthinktechisimportantforthefollowingaspects

73%

69%

59%

58%

57%

50%

38%

32%

Audience:DigitalBoomers(n=816)

Question(s):Howimportant,ifatall,istechnologyinthefollowingaspectsofyourlife?[T2B](Q18)

7

MYTH:Theyaremorecomfortablemakingin-person,in-storepurchases.

Humaninteractionisn'tvitalfor

transactions.

Onlineisamajorpartoftheir

customerjourney,eveniftheydon'tendupbuyingonline.

razorfish

Onlineresearchisamajorpartoftheirpurchasejourney,and1in4willcompletethetransactiononline

74%

willreadnews

aboutnew

technologies

27%

Buymajor

purchases

online

Audience:DigitalBoomers(n=602),DigitalBoomers(n=816)

Question(s):Thinkingaboutmajorpurchases(e.g.,kitchenappliances,vehicles,expensivedevices),whichofthefollowingbestdescribeshowyoutypicallyresearchandbuythem?

8

Humaninteractionisn’tvitalfortransactions

Theydonotshyawayfromautomateddigitalexperiences.

However,theyarediscerningaboutreviews

51%

39%

Ialwaysprefertointeractwithahumaninreallifewhenbuyingaproduct

Iamhappytobuythingsonlineaslongastheexperiencefeelsnatural/human

Ialwayscheckoutofagrocerystorewithahuman

Iamhappytodoself-checkoutatagrocerystore

49%

61%

46%

Humanadviceisbestaboutproducts

giveninpersonOnlinereviewsforproducts/servicesarea

greatwaytomakepurchasedecisions

54%

53%

Iwouldtrustapersonin-storeIwouldtrustreviewsonline

47%

razorfish

Audience:DigitalBoomers(n=816)

Question(s):Pleasereadeachpairofstatementsandindicatewhichoneappliesbesttoyou.(Q26)

9

Humaninteractionisn'tvitalfortransactions

Theyfrequentlyvisitretailande-commercesites,wheretheyaremorelikelytodiscovernewproductsandservicescomparedtoGenZandMillennials

44%

39%

39%

43%

27%

30%

Visitretailersites/appsweekly

Visite-commercesitesweekly

22%

17%

18%

21%

17%

12%

Discovernewproducts/servicesthroughretailwebsites

Discovernewproducts/servicesthroughbrand/productwebsites

Boomers

GenZ

Millennials

razorfish

Audience:DigitalBoomers(n=816);GenZ(n=14,195);Millennials(n=20,928)

Question(s):Howoftendoyoudothefollowing?[Weekly](GWIUSA);Howdoyouusuallyhearaboutnewproductsorservices?(GWIUSA)

10

Humaninteractionisn'tvitalfortransactions

Theycraveinteractionsthatfeelhuman

Top4reasonstheyloveanapp

38%

35%

30%

28%

It’sfuntouse

It’sintuitivetouse

ItrememberswhoIam

Itmakescomplicatedinformationsimple

…andsizedoesn’treallymatter

Only1in10saysmall

fontisabarrierwhen

usingtechnology

razorfish

Audience:DigitalBoomers(n=816);DigitalBoomers(n=130)[toprightstatistics]

BaseAudience[toprightstatistics]:Peoplewhodownloadedanappandneverusedit(n=159)

Question(s):Thinkofanapp,youuseregularly,whatisitabouttheappthatyoulove?(Q24);Lasttimeyoudownloadedanapplicationbutneverusedit,whatwerethereasons,ifany?(Q23);

Whatbarriers/frustrations,ifany,doyourunintowhenusingtechnology?(Q22)

11

lookforwardtoembracingnewtechthatmakestheirlivesbetter

20%wouldconsidertravelingtospaceiftheyknewothershaddoneitbefore

thinktechnologywillpositivelyimpactourfuture

31%wouldconsiderautonomousdrivingfeaturesifitwas

proventobesafe

viewthepotentialofAIassomethingpositiveintheworld

MYTH:Theyarepessimisticaboutthefutureandtheroleoftechnology

Thefutureisbright,andthey’re

participantsinit.

Theyareopentocutting-edgetechnologyandanAI-poweredtomorrow.

razorfish

Theyarepositiveaboutembracingfuturetechnologyandplayinganactiverole

56%

75%

32%

Audience:DigitalBoomers(n=816)

Question(s):Pleasereadeachstatem