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If you read our post on Millennials last week, you know that Millward Brown Digital recently launched its newest study “Getting Audiences Right: Marketing to the Right Generation on the Right Screen,” in which we analyze how Millennials, Generation Xers, and Baby Boomers use digital devices differently to consume content and shop for products online. This week we’ll focus on the key takeaways for Boomers (those born between 1946 and 1964).

While Boomers use mobile and alternative entertainment channels, they are ultimately a laptop-first generation, picking laptops as their screen of choice for nearly all online activities. Across all generations, Boomers have the highest daily TV and a laptop/PC usage at 91% and 71%, respectively, and the lowest daily smartphone and tablet usage at 42% and 26%, respectively. Their laptop/PC preference is most pronounced when it comes to shopping: Boomers use laptops much more frequently than smartphones and tablets to shop in all categories we studied, substantially more often than the other two generations.


These insights have obvious implications for marketers. While Boomers are certainly using both smartphones and tablets, they aren’t necessarily using them for shopping. Marketers need to consider the screens that their target audience is using, and for what, in order to allocate resources efficiently across the path-to-purchase.

Learn more about how to target the right generation on the right screen by downloading the full study here.