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1、December 2023Digital BoomersThe truth behind one of marketings most valuable yet neglected segmentXOur goalUnpacking the truths and debunking the myths around the Baby Boomer generation.MethodologyRazorfish partnered with research company GWI to create a survey and conduct qualitative interviews exp
2、loring Boomers attitudes toward technology.The sample included 1,003 Boomer respondents,all based in the U.S.GWI Database Quantitative(n=1,003)Qualitative(n=12)People between 57 and 75 years old2Key insights01They have an early adopter attitude toward technology.02They see the benefit of integrating
3、 technology across many aspects of their lives.03Human interactions are not vital for transactions.04The future is bright,and theyre participants in it.3Boomers are curious and confident about new technology MYTH:Technology needs to be pressed on themAudience:Digital Boomers(n=816)Question(s):Which
4、of these statements do you agree with?T2B(Q5);How much do you agree or disagree with the following statements T2B?(Q19)Which of these are you considering purchasing in the next 6 months?(GWI USA)like to dabble and learn how to use new techlook forward toembracing new tech that make their lives bette
5、rare curious about new tech,devices,and appswill read news about new technologies70%57%62%56%They have an early adopter attitude toward technologyFar from shying away from new technology,Boomers are confident about discovering new tech products and apps and enjoy sharing their knowledge.They arent i
6、ntimidated by new technology and enjoy sharing what they know70%70%feel confident using new technology34%34%love sharing new tech products and apps with people in their lives4Amazon73%Google54%Apple47%Percent of Digital Boomers who say the following brands are in their top 10 most favorite brands5Th
7、ey have an early adopter attitude toward technology30%of their favorite 10 brands are technology brandsAudience:Digital Boomers(n=816);Gen Z(n=14,195);Millennials(n=20,928)Question(s):Which of these brands are in your top 10 most favorite brands?(Q15);Which of these retailers have you shopped at in
8、the last three months?(GWI USA)Visit a brands websiteRead reviews on a consumer review websiteWatched video reviews of the product/serviceWhen purchasing a new product,Boomers56%71%39%Only14%14%need help from their kids/grandkidsThey have an early adopter attitude toward technologyThey take initiati
9、ve to research products on their own and hardly rely on younger relatives to assist them with new products.6Audience:Digital Boomers(n=816)Question(s):Which of these statements apply to you?(Retail Attitudes GWI USA);Which of the following have you done while purchasing a new product?Select all that
10、 apply.(Q20)MYTH:The adoption of technology is across a narrow spectrum of their livesThey see the benefit of integrating technology across many aspects of their lives.Boomers leverage tech as helpful solutions across a wide array of categories.Audience:Digital Boomers(n=816)Question(s):How importan
11、t,if at all,is technology in the following aspects of your life?T2B(Q18)73%69%59%58%57%50%38%32%Managing my moneyStaying quickly informed w/current eventsKeeping my home secureEnjoying entertainmentShopping for productsTaking care of my mental healthLearning new skillsBeing entertained or escaping r
12、eality w/gamesBoomers think tech is important for the following aspectsThey value technology in their lives including more diverse usage such as home security and mental health7MYTH:They are more comfortable making in-person,in-store purchases.Human interaction isnt vital for transactions.Online is
13、a major part of their customer journey,even if they dont end up buying online.Audience:Digital Boomers(n=602),Digital Boomers(n=816)Question(s):Thinking about major purchases(e.g.,kitchen appliances,vehicles,expensive devices),which of the following best describes how you typically research and buy
14、them?8Online research is a major part of their purchase journey,and 1 in 4 will complete the transaction online74%27%will read news about new technologiesBuy major purchases online9I would trust a person in-storeI would trust reviews onlineHuman advice is best given in person about products Online r
15、eviews for products/services are a great way to make purchase decisionsI always check out of a grocery store with a humanI am happy to do self-checkout at a grocery store53%54%61%47%46%39%I am happy to buy things online as long as the experience feels natural/human51%49%I always prefer to interact w
16、ith a human in real life when buying a productHuman interaction isnt vital for transactionsThey do not shy away from automated digital experiences.However,they are discerning about reviewsAudience:Digital Boomers(n=816)Question(s):Please read each pair of statements and indicate which one applies be
17、st to you.(Q26)BoomersGen ZMillennials22%17%18%Discover new products/services through brand/productwebsites21%12%17%Discover new products/services through retailwebsites44%27%39%Visit retailer sites/apps weekly43%30%39%Visit e-commerce sites weekly10Human interaction isnt vital for transactionsThey
18、frequently visit retail and e-commerce sites,where they are more likely to discover new products and services compared to Gen Z and MillennialsAudience:Digital Boomers(n=816);Gen Z(n=14,195);Millennials(n=20,928)Question(s):How often do you do the following?Weekly(GWI USA);How do you usually hear ab
19、out new products or services?(GWI USA)11 11Human interaction isnt vital for transactionsThey crave interactions that feel humanAudience:Digital Boomers(n=816);Digital Boomers(n=130)top right statisticsBase Audience top right statistics:People who downloaded an app and never used it(n=159)Question(s)
20、:Think of an app,you use regularly,what is it about the app that you love?(Q24);Last time you downloaded an application but never used it,what were the reasons,if any?(Q23);What barriers/frustrations,if any,do you run into when using technology?(Q22)Only 1 in 10 say small font is a barrier when usin
21、g technologyTop 4 reasons they love an appand size doesnt really matterIts fun to use38%Its intuitive to use35%It remembers who I am30%It makes complicated information simple28%MYTH:They are pessimistic about the future and the role of technologyThe future is bright,and theyre participants in it.The
22、y are open to cutting-edge technology and an AI-powered tomorrow.think technology will positively impact our future31%31%would consider autonomous driving features if it was proven to be safelook forward to embracing new tech that makes their lives betterview the potential of AI as something positiv
23、e in the world32%20%20%would consider traveling to space if they knew others had done it before56%They are positive about embracing future technology and playing an active roleAudience:Digital Boomers(n=816)Question(s):Please read each statement and indicate which one applies best to you T2B.(Q27);H
24、ow much do you agree or disagree with the following statements T2B?(Q19)1275%131.Re-examine the assumptions you have about the value of Boomers to your business.2.Boomers owning your brand isnt a problem to solve;theyre an audience to be nurtured.3.Boomers are not a monolithic segment.They are a mul
25、titude of micro-segments and they expect personalization.4.Boomers are tech adopters include them in Beta and UI testing.5.Human interaction isnt necessary for an experience to feel human.Razorfish recommendationsHow can we help you grow with Digital Boomers?Nic ChidiacChief Strategy Officer,Brand&Experience,RAliya GhowsGVP,Brand&Experience Strategy,R