Razorfish：2023数字婴儿潮报告：最具营销价值却被忽视的细分市场背后的真相（英文版）（15页）.pdf

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