Another study about advertising and the use of technology:
New Study Shows Consumers' Affinity for Using Technology Increasingly Important in Success of Advertising Campaigns
Integrated Media Measurement Inc. (IMMI), a leading provider of consumer behavior and audience exposure data to media companies and advertisers, today released data showing that there is a rapidly growing subset of the population who are tech savvy regardless of their age … "There are signs that the non-tech Boomers will catch up and embrace new technologies for viewing content, so marketers should time their options and not write them off," said Welsh.
Sounds familiar. Culled from my book, first published in early 2005:
… This is due to misconceptions about Baby Boomers and our knowledge of technology.
We’re lumbering Luddites, according to conventional wisdom ...
… The computer/internet ethos for most Baby Boomers is that they pick and choose what technology they want to use, buy, or install. Some are all over Skype, video and music uploading and downloading, research, education, travel planning, shopping—while eschewing blogging, communities, and web page design. Or it’s the other way around. Or variations thereof. When it comes to new technology, most Baby Boomers learn only about what interests them, what they believe will be useful. They don’t feel the need to know everything there is to know about technology, computers, and the web.
… It will be the Baby Boomers who will be the first to pick and choose, to ignore or be seduced by leading-edge technology marketing. There’s a simple reason for this. We have the money to buy this stuff. Experts say we’ll continue to have the money for at least the next twenty years. Write us off at your own peril.
I like it when marketing research finally catches up.