How Well are Businesses
Connecting with Boomers
Influent50 Survey
Michele Cooper,
Product Research and Insights Manager
5/1/2015
Copyright© 2015
Influent50
650 F Street NW
Washington, DC 20004
Reprint with Permission
Influent50 Survey
How Well are Businesses Connecting with Boomers
This survey was commissioned by Influent50 using ORC International’s Generational Online CARAVAN Omnibus. The survey was
conducted among a sample of 1,000 baby boomers between the ages of 50 and 69. This survey was live on May 13-18, 2015.
Executive Summary of FINDINGS
Are you talking to me? Not very well…
Eight in ten (83%) of Boomers say that marketers are making some kind of mistake when trying to appeal to people ages 50-69.
More than one-third (36%) of Boomers agree that marketers get it all wrong when it comes to advertising to people ages 50-69. And four
in ten (40%) Boomers agree that companies don’t know what’s important to people their own age. Similarly, four in ten (40%) Boomers
agree that advertising targeted to twenty- and thirty-somethings is generally a turn-off to people who are their own same age.
Half (47%) of Boomers say that companies use inaccurate stereotypes about people their own age in advertising.
Six in ten Boomer women find it appealing when people in ads look like they’re their own same age – with maybe a few wrinkles and a little
gray hear (compared to four in ten – 39% - Boomer men).
Seven in ten (71%) Boomers agree that ads using music from their youth are intended to appeal to someone like them, and slightly fewer
(63%) actually like it when commercials use music from their youths.
Baby Boomers Splurge!
Baby Boomers spend money, and they’re willing to pay more for quality and service. Half (52%) of Baby Boomers agree that they’re more
willing to splurge on new things now than they did when they were younger. Three quarters (74%) are more likely to pay extra for
something that offers more convenience today, or higher quality (74%) than they were 20 years ago. One third (34%) of Boomers are
willing to upgrade to a newer version of something even if the old one still works.
One third (32%) of Baby Boomers disagree that they spend less money on new purchases.
Boomers are definitely not stuck in their ways
Baby Boomers don’t just stick with what they know. They try new things, and they’re intrigued by quality. Nearly half (46%) of Boomer women
are more likely to consider a new brand than their old favorites today than they were 20 years ago. Eight in ten (82%) Boomers agree that
they’re open to considering new brands for a purchase. Three quarters (76%) would consider a new brand that offers higher quality.
Boomers are discerning – and willing to pay for it
Beyond just quality, boomers want strong customer service. Five out of six (84%) boomer agree that they’re more likely to consider quality
and features, and not just price when they’re considering a new purchase, and eight in ten (79%) boomers agree that they’re more likely to
consider customer service, and how customers are treated beyond just price. In fact, four out of ten Boomer women (40%) agree strongly
that customer service and treatment is part of their consideration beyond price. Half (50%) of Boomers would consider buying a new brand
of a product they already buy for better customer service.
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Influent50 Survey: How Well are Businesses Connecting with Boomers
Questionnaire and RESULTS
Methodology: N = 1,000 Boomers ages 50-69
How much do you agree with the following statements?
[Agree strongly, Agree somewhat, Neutral, Disagree somewhat, Disagree Strongly]
1. As I get older, I feel I spend less money on new purchases
Total Age 50-69
Agree (Net)
44%
Agree Strongly
11%
Agree Somewhat
33%
Neutral
24%
Disagree (Net)
32%
Disagree Somewhat
27%
Disagree Strongly
6%
2. When I make a new purchase, I’m more willing to splurge on things now than I was when I was younger
Total Age 50-69
Agree (Net)
52%
Agree Strongly
14%
Agree Somewhat
37%
Neutral
24%
Disagree (Net)
25%
Disagree Somewhat
19%
Disagree Strongly
6%
3. When I go to make a purchase, I’m open to considering new brands
Total Age 50-69
Agree (Net)
82%
Agree Strongly
26%
Agree Somewhat
56%
Neutral
15%
Disagree (Net)
3%
Disagree Somewhat
Disagree Strongly
3%
-
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Influent50 Survey: How Well are Businesses Connecting with Boomers
4. As I get older, I am more likely to consider the quality and features and not just the price of something I am considering to purchase
Total Age 50-69
Agree (Net)
84%
Agree Strongly
32%
Agree Somewhat
52%
Neutral
12%
Disagree (Net)
4%
Disagree Somewhat
3%
Disagree Strongly
1%
5. As I get older, I am more likely to consider customer service, and how customers are treated and not just the price of something I am
considering to purchase
Total Age 50-69
Male
Female
79%
78%
81%
Agree Strongly
36%
32%
40%
Agree Somewhat
43%
46%
41%
Neutral
15%
15%
15%
Disagree (Net)
6%
8%
4%
Disagree Somewhat
5%
7%
4%
Disagree Strongly
1%
1%
-
Agree (Net)
6. When advertisements use music from my youth, they’re trying to appeal to someone like me
Total Age 50-69
Agree (Net)
71%
Agree Strongly
22%
Agree Somewhat
49%
Neutral
23%
Disagree (Net)
7%
Disagree Somewhat
5%
Disagree Strongly
2%
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Influent50 Survey: How Well are Businesses Connecting with Boomers
7. I like it when commercials use music from my youth
Total Age 50-69
Agree (Net)
63%
Agree Strongly
20%
Agree Somewhat
43%
Neutral
31%
Disagree (Net)
6%
Disagree Somewhat
3%
Disagree Strongly
3%
8. I find it appealing when people in an ad look like they’re my age – maybe a few wrinkles and a little gray hair
Total Age 50-69
Male
Female
49%
39%
58%
Agree Strongly
13%
9%
18%
Agree Somewhat
35%
30%
40%
Neutral
40%
48%
33%
Disagree (Net)
11%
13%
9%
Disagree Somewhat
9%
10%
7%
Disagree Strongly
2%
3%
2%
Agree (Net)
9. I go out of my way to buy products that have ads that seem like they’re trying to target me, or someone who’s my age
Total Age 50-69
Agree (Net)
13%
Agree Strongly
3%
Agree Somewhat
10%
Neutral
39%
Disagree (Net)
48%
Disagree Somewhat
31%
Disagree Strongly
17%
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Influent50 Survey: How Well are Businesses Connecting with Boomers
10. I think advertising targeted to twenty- and thirty-somethings is generally a turn-off to people my age
Total Age 50-69
Agree (Net)
40%
Agree Strongly
12%
Agree Somewhat
28%
Neutral
35%
Disagree (Net)
25%
Disagree Somewhat
20%
Disagree Strongly
4%
11. Most companies do not know what’s important to people my age
Total Age 50-69
Agree (Net)
40%
Agree Strongly
11%
Agree Somewhat
30%
Neutral
39%
Disagree (Net)
21%
Disagree Somewhat
18%
Disagree Strongly
3%
12. I’m less inclined to consider purchasing products with ads that seem to ignore people like me in their advertising
Total Age 50-69
Agree (Net)
30%
Agree Strongly
8%
Agree Somewhat
22%
Neutral
45%
Disagree (Net)
25%
Disagree Somewhat
19%
Disagree Strongly
6%
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Influent50 Survey: How Well are Businesses Connecting with Boomers
13. Marketers get it all wrong when it comes to advertising to people my age
Total Age 50-69
Agree (Net)
36%
Agree Strongly
9%
Agree Somewhat
28%
Neutral
47%
Disagree (Net)
17%
Disagree Somewhat
15%
Disagree Strongly
2%
14. Companies use inaccurate stereotypes about people my age in their advertising
Total Age 50-69
Agree (Net)
47%
Agree Strongly
13%
Agree Somewhat
35%
Neutral
38%
Disagree (Net)
14%
Disagree Somewhat
13%
Disagree Strongly
2%
15. Which of the following might make you consider buying a new brand of product than what you usually buy?
Please select all that apply.
Total Age 50-69
Higher quality
76%
Cheaper price
55%
Better customer service
50%
New features (such as flavor or color)
38%
Better packaging
10%
Advertising I like better
9%
Other
3%
I do not typically think about buying new brands
3%
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Influent50 Survey: How Well are Businesses Connecting with Boomers
16. Ads for products and services I need tend to show people who…[please select the one best answer].
Total Age 50-69
Look like they’re about my age
18%
Look younger than I do
25%
Look older than I do
3%
Age doesn’t matter
54%
17. Generally, I prefer to buy products with advertising showing people who [please select the one best answer].
Total Age 50-69
Look like they’re about my age
21%
Look younger than I do
5%
Look older than I do
-
Age doesn’t matter
73%
18. Which
of the following mistakes do advertisers make when trying to appeal to people who are about your age? Select all that apply.
[RANDOMIZE]
Total Age 50-69
Male
Female
Any (NET)
83%
85%
82%
They don’t provide enough information on the product or service features
37%
43%
32%
The products themselves are not appealing
37%
38%
36%
They use language and images that don’t seem like they fit with my life
31%
31%
31%
They show actors and models who are too young
26%
19%
32%
They show actors and models who are too old
13%
11%
14%
They don’t target the media I use (TV shows, websites, magazines, etc.)
12%
12%
13%
They talk about things in ways I don’t understand
11%
13%
9%
They use the wrong music
10%
10%
10%
Other
3%
4%
3%
None of the above
17%
15%
18%
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Influent50 Survey: How Well are Businesses Connecting with Boomers
19. Ads ‘get it right’ when they… Select all that apply. [RANDOMIZE]
Total Age 50-69
Male
Female
Focus on just the product itself and how well it works
69%
67%
71%
Show people in situations that come from real life
56%
49%
63%
Use humor
51%
52%
50%
Appeal to both me and to people who are ‘millennials’ ages 18-34
24%
19%
28%
Use music that sounds like music from when I was younger
20%
22%
19%
Show people who look like they’re my age
20%
15%
25%
Use music that’s contemporary from today
9%
7%
10%
Have a presence on social media (Facebook, Twitter, etc.)
5%
3%
6%
Other [Please specify]
2%
2%
2%
None of the above
5%
6%
5%
Thinking about your habits now, compared to 20 years ago, are you more or less likely to do the following:
20. Consider a new brand instead of using my old favorite.
Total Age 50-69
Male
Female
42%
38%
46%
Much more likely
8%
6%
10%
Somewhat more likely
34%
32%
36%
About the same
47%
50%
43%
Less Likely (Net)
11%
12%
11%
Somewhat less likely
9%
10%
8%
Much less likely
2%
2%
2%
More Likely (Net)
21. Pay a little extra for something if it offers more convenience.
Total Age 50-69
More Likely (Net)
74%
Much more likely
19%
Somewhat more likely
55%
About the same
20%
Less Likely (Net)
6%
Somewhat less likely
5%
Much less likely
2%
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Influent50 Survey: How Well are Businesses Connecting with Boomers
22. Pay more for something that is higher quality.
Total Age 50-69
More Likely (Net)
74%
Much more likely
25%
Somewhat more likely
50%
About the same
22%
Less Likely (Net)
4%
Somewhat less likely
3%
Much less likely
1%
23. Try a new product or service.
Total Age 50-69
More Likely (Net)
48%
Much more likely
9%
Somewhat more likely
39%
About the same
45%
Less Likely (Net)
7%
Somewhat less likely
6%
Much less likely
1%
24. Upgrade to a newer version of something even if the old one still works.
Total Age 50-69
More Likely (Net)
34%
Much more likely
6%
Somewhat more likely
28%
About the same
37%
Less Likely (Net)
29%
Somewhat less likely
22%
Much less likely
8%
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Influent50 Survey: How Well are Businesses Connecting with Boomers
25. Try something new.
Total Age 50-69
More Likely (Net)
47%
Much more likely
11%
Somewhat more likely
36%
About the same
44%
Less Likely (Net)
9%
Somewhat less likely
8%
Much less likely
1%
26. Think of myself as adventurous.
Total Age 50-69
More Likely (Net)
32%
Much more likely
8%
Somewhat more likely
24%
About the same
46%
Less Likely (Net)
22%
Somewhat less likely
19%
Much less likely
4%
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