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eMarketer: Boomers make great sales target

Ad Week, 12/17/08

Abstract:

Baby boomers have never lacked for attitude. The 77.2 million people now between ages 44 and 62 know they are aging, but do not expect to get old. They plan to retire but not on the schedule their parents set.
 
Boomers make up the largest group within the U.S. Internet population, at 56.7 million users, per eMarketer. However, they view the Internet as a tool, a way to get things done -- not a lifestyle or source of entertainment the way their younger counterparts do.
 
Although younger Internet users go online for entertainment, older users are more practical in their online usage.

Smart marketers will target older Internet users with special offers, uncluttered Web sites and ad messages with lots of product information.

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