The group is sometimes referred to as "Thirdagers": members of the Baby Boomer generation who are currently in their early forties through middle sixties. These consumers are usually stereotyped as people who are fearful of new technology and therefore reluctant to accept new technological developments.
A recent study shows just the opposite. "Thirdagers" are actually one of the fastest growing groups of inline users and have quite a presence on the internet.
92% of the over-40 set that are online are seeking out information, 86% utilize the internet for pre-purchase product information research prior to making an online purchase, and 91% simply read articles featured online. 79% said that they have responded to email promotions regarding products.
A large number showed that television or print advertising may prompt them to conduct additional follow-up research on the internet.
65% would visit a specific website after hearing of it in a radio commercial.
83% went to a website after having seen and heard about it on television.
89% went to website after having read about it in a print ad.
92% visited a particular website after having read about it in a newspaper or magazine article.
Marketers have bee criticized for doing a ineffective job at building long-lasting, trusting relationships with the over-40 market. Current ways of thinking need adjustment; most people tend to think of the over-40 set as being set in their ways and resistant to change. The reality is that the over-40set has grown up in the information age and has witnessed all the development first-hand. In reality, this set of consumers is actually more likely to utilize the internet to obtain information regarding specific data, facts and peer input (product reviews) and in turn, come to a decision.
The over-40 set is also prone to sharing new-found information and not keep it to themselves:
71% would share information among their coworkers.
83% with their spouses
84% with their children
96% with other members of their family (brothers, sisters, etc.)
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