Babyboomers already know how to go to a brick-and-mortar store and buy things. So unless there’s an obvious benefit of convenience or better prices, they’re not rushing to master newer, more tech-heavy shopping methods.
Younger babyboomers are not a digitally clueless bunch, but a marketer cannot assume that they are as digitally active (and as mobile in their usage) as millennials and Gen Xers. Rather, they have their own distinctive ups and downs with digital.
Younger boomers are wealthier than Gen Xers and millennials. But with retirement—voluntary or involuntary—now on their horizon, many younger boomers are going to face new financial challenges for which they are not fully prepared.