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Archive for the ‘Millennials/Gen Y’ Category

Mature Marketing Links of the Week – Personal Data, Public Appeals

Monday, March 31st, 2014

March whipped by. April is only one day away. Could the mythical season called “Spring” be far behind?

We won’t delay when it comes to rounding up the top mature marketing links. Based on clicks, tweets, favorites and other shares, here’s what caught the attention of the 50+ marketing crowd last week.

1. MOST CLICKED: Mintel found that baby boomers are less likely to share their personal data with marketers than Millennials. The younger set is twice as likely to share phone numbers and credit scores, and three times as likely to share their social media profile. And if marketers think they can bribe incentivize consumers to get that data, they’ll find older targets are more resistant.

Chart - comparing willingness of boomers, millennials to share information with marketers

Read more highlights from the Mintel study here: http://bit.ly/1dHwiKz

RELATED: Our 2013 Social, Silver Surfers study showed clearly that older adults want to draw a firmer line between personal and public. 40% of all respondents over 40 years old said they had concerns about oversharing and/or the security of their information.

Chart - what older adults like least about social networking

 

Buy the eBook and gain actionable insights for overcoming objections: http://amzn.to/HSH0yD

2. MOST SHARED: Realtors are one group that must make personal connections work for a public effort — selling homes. Michael Harris-Arzon shared his tips on WHEN Realtors should post to social networking sites to capture the most eyeballs.

Read the post: http://bit.ly/1feaOmA

3. Also of note:

* Better Homes & Gardens released data that contradicts studies by National Association of Home Builders (NAHB), AARP and others. The magazine claims that the majority of baby boomers DO intend to move for retirement. In fact, “more than a quarter, or 27% said they would most likely move to a traditional retirement community such as a 55+ exclusive neighborhood.”

As Todd Harff wrote on this blog in 2010,

“Creating Results has spent more than 15 years of marketing real estate to older, more affluent homebuyers, including a large number of premier active adult communities. What we have found is that – absent the high cost of living states and escape from urban areas – only a small percentage of people are willing to move more than 100 miles. Most people don’t want to move at all and would prefer to age in place.”

Creating Results has now been helping 50+ housing clients reach their goals for 19 years. We have marketed 114 age-qualified communities in 15 states and Mexico, helped to motivate roughly 15,000 people to move.

We would agree with the magazine’s research team that an improving housing market would have more boomers considering moves. But we’d caution against building traditional retirement communities for a very untraditional cohort, as the public appeal of private enclaves has been diminishing.

Read a summary of the BHG research: http://bit.ly/1i7Qcey

RELATED: Baby Boomer Housing Trends, explored at a 2013 Urban Land Institute conference http://bit.ly/18wQUSM

* Shameless plug alert! Creating Results is honored to be nominated by SeniorHomes.com as the Best Sales and Marketing Consultants. Votes from readers of this blog will help us advance to the next round. We’d appreciate your consideration and a 5-second vote: http://bit.ly/1mEQyyY.

Thank you!

Mature Marketing Links of the Week – Email + Social, Millennials at Home

Tuesday, February 18th, 2014

What boomer and senior marketing resources captured the most clicks, shares and conversation last week? Read on for our regular links round-up.

1. MOST CLICKED: Did you know that an old channel (email) can help you be more effective with a new channel (social)? Chris Penn explains how:

Facebook and Twitter “can accept an upload of email addresses from your existing email marketing platform or CRM… With these new advertising platforms, your email list is now at the heart of your retargeting abilities. With your email house list, you can now reach people in multiple, different channels to make sure they see the important stuff.”

Learn six ways to use Twitter’s Tailored Audienceshttp://bit.ly/N2Uydi

Learn 10 ways to use Facebook’s Custom Audienceshttp://bit.ly/1f67hYH

2. MOST SHARED: Will Millennials change the home marketplace? A Better Homes & Gardens survey claims they will. However, after more than a decade marketing active adult housing, Creating Results can’t help but noticing most of the Millennial demands are just like mom and dad’s.

  • Per BHG, “Millennials are swarming into the home marketplace armed with information, ideas and a passionate desire for personalization.” Hard to believe any age group could do more research than Baby Boomers, and the generation’s desire for experiences and products customized just for them is legendary.
  • Per BHG, Millennials want work spaces in their home for office and crafts work. Just like the most popular floor plans at senior living and 50+ housing communities …
  • Per BHG, Millennials will consider children in their decor choices. Well, there we part ways. Boomers typically consider themselves, their adult children AND aging parents when kitting out their homes.

Read the press release on the survey: http://bit.ly/1hpEkce

And do share your comments below!

Mature Marketing Quick Facts3. Also of note: More than 50 people clicked from our latest Mature Marketing “Quick Facts” quarterly email to find out what social networks boomers and seniors are using now. Another 40+ clicked to learn more about content marketing.

Read the eNewsletter: http://bit.ly/1kO1r0r

Subscribe, and be among the first to get Quick Facts by email: http://eepurl.com/DewP

 

Baby Boomers Rely More on Advertising than their GenY Children

Tuesday, January 21st, 2014

A new study from Radius Global Marketing Research compares the purchase influences for Baby Boomers and their children, known as Gen Y or Millennials. The upshot? Boomers are more influenced by advertising than the younger generation; Millennials are more influenced by word of mouth and search engines.

How Boomers and Millennials Research Products

Radius reports that 90% of Millennials (18-32 years old) and 86% of Boomers (49-67 years old) research products online. A high percentage of both groups conduct that research on PCs. There is a big split when it comes to mobile use — 60% of Millennials research via smart phone vs. only 14% of Boomers.

Print is still a valuable source of information for Baby Boomers. 38% research products in newspapers or magazines, a rate Radius said was twice that of Millennials.

Both cohorts said they’d increase travel spending in 2014, and both groups prefer to make travel purchases online — Boomers are even more likely than their children to have done so, which surprised MarketingCharts but will be a no-brainer to anyone who’s heard Creating Results talk about the “Power of Generational Marketing.” Who’s booking long cruises to celebrate 50th wedding anniversaries and intergenerational safaris to mark 70th birthdays? It’s not a 25-year-old.

For 2014, Boomers are more focused than GenY on “necessities.” They ranked packaged foods and insurance products higher priorities, while Millennials said their priorities were travel and apparel. This is logical given lifestages. But what will sway their purchase decisions?

What Influences Purchases Large and Small

The Radius team asked respondents about their purchases within four categories, two large (financial services and big-ticket purchases like travel and tech) and two small (apparel and packaged goods). Here, some distinctions emerged.

Boomers rely more on advertising and advice from sales representatives. Millennials rely more on word-of-mouth and search engines.

Table - What influences purchase by baby boomers, millennials - Radius research

 As MarketingCharts summarized,

“Among Boomers, word-of-mouth (WOM) is the top influencer for financial products and big-ticket purchases, but was only third for packaged goods purchases, and fell out of the top 3 for apparel decisions. Interestingly, though, Boomers ranked advertising among the top 3 influencers in each category, giving it top billing for packaged goods decisions.”

I was surprised search engines didn’t have more influence over Baby Boomers as search is one of the top 2 online activities for older adults.

What This Means For 2014 Boomer Marketing

1. Is your website optimized for ALL ages and most devices? This study showed that roughly equal numbers of Millennials and Boomers research on PCs. Other studies have shown the rise in tablets for research and purchase, a device much loved by Boomers. Be sure your content is ageless and your user experience is responsive.

2. Are your sales representatives trained to work with older adults, including Boomers? As Kathy East noted in her excellent post, “What Over 55 Housing Can Learn From Nordstrom’s,” an investment in training can pay off.

3. Is your advertising — online and off — delivering the ROI it should? Perhaps it’s time for an audit and testing some new messages with Boomers.

 

What do you think this research means for marketing to baby boomers? Please share your take-aways below.

RELATED: TV and Newspapers Trump Social for Influence on Older Adults

Mature Marketing Links of the Week – 9/16/13

Monday, September 16th, 2013

This week’s round-up of mature marketing links is all about moves, which seems appropriate for a blog that focuses on baby boomers and beyond.

Young people may stereotype their elders as stuck in their ways but the reality is life changes rapidly in your 50s and 60s. There are career changes (planned or unexpected retirements, new ventures), aging events (turning 50, losing a parent, major illness) and lifestage changes (the last child leaves home, divorce and/or remarriage, the first grandchild). Each of these transitions, these moves presents challenges and opportunities. Certainly, these years do not offer much opportunity to be wedded to a routine or even a brand.

Last week I had the privilege of speaking with the Planned Giving Group of Connecticut about understanding the generations X, Boom and Silent. But it was an earlier speaker, Amy Goldman, who had the tidiest call to action. Goldman, a Senior Philanthropic Advisor at The Community Foundation for Greater New Haven, said we must “Meet them where they are.”

Is your sales and marketing team able to understand where prospective donors, homebuyers, travelers, etc. are — now?

Perhaps the week’s top links will provide some inspiration and insight to meet 50+ers where they are and where they’re moving to next.

1. MOST SHARED: A tie!

Tallahassee launches contest to promote area as retirement destination for boomers

* Tallahassee promotes itself as retirement destination for baby boomers with a national contest. The grand prize is the ultimate product sampling: move to Tallahassee and enjoy one year’s free rent, “along with such add-ons as football tickets, golf club memberships, meals at local restaurants and admission to cultural events.” Read the article:  http://on.tdo.com/16ckzKj

* Thought-leader D. J. Waldow shares his personal journey from Email Service Provider to Marketing Automation Solution, and there are lessons here for many organizations. http://bit.ly/1gnCtyp

What is an Email Service Provider (aka “ESP”)? It is a service that allows for more professional email marketing, with templates, tracking, higher compatibility and tools for a/b and other testing.

What is Marketing Automation? It’s what happens when you combine email marketing with a structured sales process. Emails go out AND there is dynamic behavioral targeting, multichannel tracking and interaction, all designed to move leads through your funnel.

Waldow includes a chart that is intended to be a selly-sell piece for Marketo, but can/should also spark conversations among your marketing team. How are your website and email programs achieving these goals? Could you scale up and become more sophisticated? Are these features and reports even on your radar?

 

2. MOST CLICKED: 9 major logo redesigns, broken down by The Next Web. As Emilie Futterman writes,

“Recently, we’ve seen a shift in popular design as branding moves beyond print and packaging to web and mobile. These new platforms are much more diverse in presentation than grocery store shelves, highway billboards, and 8.5 x 11 inch magazine pages, and therefore require brand design to be responsive and flexible.

Many old logos have not adjusted well to these new mediums and sit awkwardly in app icons and mobile browsers, much like your grandmother’s Victorian-era chair would look in Ironman’s swanky modern digs. Instead of inspiring consumer loyalty, an old company logo gives becomes passé, unaware of change, and out of place in our increasingly technology-centric society.”

American Airlines logo - before, after new brand redesign

The American Airlines re-design was certainly the most drastic of those presented. All are interesting to consider!

Read the post:  http://tnw.co/1eUE1ly

RELATED: An oldie-but-goodie edition of our eNewsletter discussed “Branding in Hard Times.” And, check out award-winning / results-creating brands we’ve developed with mature consumers in mind: http://bit.ly/149Qb5t

 

3. Also of note:

* I really got a lot out of this TED Radio Hour feature on Millennials, and by the number of re-tweets, so did our Twitter followers. Listen to a thoughtful study of “The Next Greatest Generation?” http://n.pr/1959mfn

* As we always say, it’s about attitude not age. Advertising professor Doug McKinlay felt the industry was moving faster than academia, so he made a big move to find out more. Meet The 71-Year-Old Advertising Intern: http://bit.ly/17DogeH

 

Your turn! What moves/changes are you seeing among your 50+ and 60+ targets? What moves are you making to meet them where they are?

Mature Marketing Links of the Week – 4/22/13

Monday, April 22nd, 2013

Let’s get to it! Our weekly round-up of top links, articles and resources for mature marketing.

1. MOST CLICKED: We have a tie –

* If you’re happy & you know it … You’re a member of the Silent Generation, per Prosper Insights: http://ow.ly/k14Rq PIA-HappiestGeneration041113

Whether it’s their love life or their homelife or their home, 65+ers are reporting themselves as happier than Baby Boomers, Gen X or Millennials.  Click on the chart or the link above to see all the data.

* Interesting infographic imagines the world as 100 people: Did you know that 8 out of every 100 people in the world are over 65? Find out about languages, religions, housing and literacy by clicking this link: http://ow.ly/jWb3b.

2. MOST SHARED: 24% of Millennials say a company’s social media policy would be a key factor in accepting job. http://ow.ly/jVGdV

RELATED: Case study – social media launch for Orion Residential properties (Did you know Creating Results works with companies to establish social media policies and strategies?)

 

Also of note:

* “Smart CEOs Know Training Matters,” a smart piece in the Atlanta Journal Constitution on the vital role of CEO media training, by PR pro Mitch Leff. http://bit.ly/ZHSJ5a

*”We’re Hot Again,” writes Chuck Nyren. http://goo.gl/U6Fnf 

*The manner in which companies respond to media in crisis situations can play a large role in how the public perceives them, says Todd Harff in Senior Housing News. http://bit.ly/15zHJxJ

 

Mature Marketing Links of the Week – 3/25/13

Monday, March 25th, 2013

Time once again for our round-up of links and resources which got the attention of mature marketers. A varied and at times emotionally-charged bunch this week. Please share your own feelings in the comments section!

1. MOST CLICKED: Does Generation Y (aka Millennials) suffer from a sense of entitlement? And are baby boomers to blame for their children’s belief that their own happiness is a right?

Matt Thornhill raised these questions in a thought-provoking opinion piece last week. He was considering the reactions to Yahoo! ending work-at-home as an option for employees. Upon reports that many employees were unhappy, Thornhill writes:

“Happy? Is one’s happiness the responsibility of Yahoo or any company? Why do many younger workers today, especially those under 30, behave as if they are entitled to happiness and, well, everything else?

This entitlement attitude is pervasive — and troubling.

Illustration by Phil Wong (www.PhilWong.org)

Sadly, it was boomers who perhaps created this expectation among their children, today’s millennial generation. It began some 25 years ago when we decided youth sports existed so children could learn about self-esteem, not about putting forth effort to become winners, or how to lose with grace and class.”

Now, those boomers are annoyed by the accommodations the younger generation seem to expect and demand.

(It’s not just 50+ers who are annoyed. My friend Paul Toolan shared an article about a Massachusetts principal called off Honors Night because students who didn’t make high marks could feel badly about themselves. The comments from GenXers included “those who have never failed anything before cannot recover when they encounter adversity.”)

The frustration that Thornhill identifies among baby boomers is one that marketers should keep in mind. They’re frustrated because their boomerang kids are sitting back waiting for the universe to deliver their dreams. And while those kids are waiting, boomer’s own dreams are delayed.

Can your marketing reflect that you understand the pain boomers are feeling, and show how your service or product will help them gain some progress towards their own goals? Should it?

(You’re entitled to share your opinion, below.)

Read the op-ed in the Richmond Times-Dispatch: http://bit.ly/ZgJRp4

Related: Prudential’s “Day One” campaign featured baby boomers sharing their thoughts on whether happiness is something we’re entitled to via first-person videos.

chart illustrates online behavior of baby boomers - digital video views, social network use, facebook use2. MOST SHARED: Obviously, there are differences in attitudes about happiness by generations. What about the differences in online behavior by generations? eMarketer illustrated new data, focusing on mobile phone use, social media activity and digital video views. Here are the highlights:

  • Trying to reach a GenX adult child? Consider the fact that more than 95% of them have mobile phones, and 60% use smartphones. (For a small cohort, it is significant that 3 in 10 US mobile internet users are GenXers.)
  • More than 1/2 of baby boomers are using an online social network now, and they count for 1 in 5 Facebook users. And 6 in 10 downloaded/streamed video monthly in 2012!

See more details/graphics: http://bit.ly/105if44

Related: Using Online Video in Marketing to Baby Boomers and Seniors

Also of note:

* “In death you are remembered, in old age you are forgotten.” Elders share their thoughts on loneliness. http://bit.ly/X5kYPy

* This is not your grandmother’s AARP. Rhode Island age-beat writer Herb Weiss looks at their new ad campaign, “Real Possibilities.” http://bit.ly/16aBCxM

Mature Marketing Links of the Week – 2/25/13

Monday, February 25th, 2013

It may lack some of the glitz of last night’s big Awards program, but each week on this blog we dramatically reveal the very best resources in our industry, as judged by an Academy of 50+ marketing fans on Twitter, LinkedIn, et al. And we do it in far fewer than 4 hours …

The gold envelopes, please!graph - social networking site use by age - Pew Internet

* BEST TWEET IN A LEADING ROLE: 52% of baby boomers ages 50-64 who use the Internet also use social networking sites (Pew) http://ow.ly/hLbG8

* BEST SUPPORTING TWEET: How do Millennials, GenX & Baby Boomers differ in seeking retirement advice? MIT AgeLab guru Joseph Coughlin writes in Bank Investment Consultant about understanding the needs and expectations of financial services clients, from the individualistic Xers to the Gen Ys who cannot count on pensions or even Social Security to the Boomers who have seen their savings crushed in recent years. How to work with these cohorts?

“There has been considerable discussion about the technology differences between older and younger clients. Older baby boomers demanding face-to-face interaction versus the younger mobile generation that conducts business online and live by text message. While younger clients do tend to be more tech-savvy, successful engagement may be less about understanding technology use than generational learning styles …

All three generations are online and see technology as critical to their daily lives. What’s different is how each generation uses technology to seek advice.”

Coughlin says Boomers use the web to educate themselves then get validation and deeper counsel from financial advisors. Gen X uses the web to do it themselves. And Gen Y will use the web for research, and then to seek the advice, opinions and experiences of others online.

Read the post: http://bit.ly/125GgyQ

* BEST CINEMATOGRAPHY: Steve Garfield’s documentation of the Today Show’s visit to Boston is a case study in using moving pictures and stills to tell a story. He used Storify, and then combined photography with video of varying lengths, including the new 6-second Twitter Vine. You may think that 6-seconds could never be enough for marketing, but Garfield demonstrates that you can convey enthusiasm, share an experience and inform your audience.

See the story: http://bit.ly/YvYYaw

* BEST DOCUMENTARY SHORT: Christopher S. Penn reveals the single enduring rule of SEO (search engine optimization.) All 7 words of it.

Read the post: http://bit.ly/ZuLO0u

 

Time to walk the red carpet back to the challenges — and fun! — of marketing to mature consumers with the rest of the Creating Results cast. In the words of Ben Affleck, as he accepted the Best Picture award last night, “It’s good. It is work but it’s the best kind of work and there’s no one I’d rather work with.”

Mature Marketing Links of the Week – Kudos & Kongratulations Edition

Monday, January 28th, 2013

I’m not quite sure where the week went but I am sure it’s time to round-up our top links for marketing to baby boomers and seniors. Happy Monday!

1. MOST SHARED: TV and newspapers trump social media marketing for influence on baby boomers and seniors. http://bit.ly/14nGboA

This is actually a link to a post on this blog from some time ago. We shared it because there has been some new data regarding where the various age group spend their time, and what influences them the most.

First, baby boomers have increased the time spent online each week to 27; seniors are holding steady at 25 hours/week. Both groups have decreased the time spent on social media, as this chart from WSL/Strategic Retail illustrates.

CHART: baby boomers now spend 27 hours a week online, seniors 25 hours

Second, the same survey shows that family and friends, not magazines or MySpace, are still the most influential in shopping decisions. Social media ranked last in terms of influence, in fact, behind manufacturer websites, retailer websites, traditional media (TV, magazines), sales associates and email marketing. WSL/Strategic Retail does note that Millennials are most likely to turn to social media for product information.

CHART: influence on consumers of social media marketing vs. traditional marketing

What does this mean for marketers targeting older consumers? Get your websites in order, be strategic and consistent with your email marketing, and don’t overlook traditional mediums. They work.

2. MOST CLICKED: Restaurants are increasingly focusing their marketing on Millennials. However, NPD Group finds that baby boomers are the ones dining out more and  GenY less. http://bit.ly/14nJmfW

3. Quirky + hipster = retirement community? Senior Housing News reports on specialized 50+ housing http://bit.ly/SZGRwH

 

KUDOS!

Creating Results clients recognized for excellence at the Best of 50+ Housing Awards! Congratulations to Traditions of America, developer of 55+ lifestyle communities and now the recipients of three Silver Awards. And congratulations to North Hill, a CCRC in Needham, Mass. setting out to transform senior living. They picked up six awards – 3 Gold, 2 Silver and 1 special Innovation Award.

Our team is so proud to have the opportunity to partner with these innovative organizations. These awards are a well-deserved reflection of commitment and creativity.

Wondering if your marketing efforts could be receiving more awards … and more importantly, achieving better results? Call our offices at 888-205-8899 and choose ext 7013 to talk with Todd Harff.

Who Pays for News? 50 Plus Boomers & Seniors

Tuesday, December 11th, 2012

The Pew Research Center’s Project in Excellence in Journalism has released some interesting data regarding news consumption and our favorite cohorts — baby boomers and seniors. ‘Tis the season to be honest, so I’ll cop to a little “we told you so” action happening in the Creating Results offices.

The Facts

Here are the details, as reported by the Nieman Journalism Lab.

* While young ‘uns are often portrayed as news-refuseniks, it seems they they rival their elders as consumers of news — as long as it’s delivered via a mobile device.  37 percent of smartphone owners between the ages of 18 and 29 (Gen Y/Millennials) get news on their devices daily, along with 40 percent of smartphone owners aged 30 to 49 (GenX and younger boomers).

* 31% of baby boomers and 25% of 65 plus seniors report getting news on their mobile devices, including smartphones and tablets.

* When it comes to PAYING for news, Nieman summarizes,Pew Research chart - people over 50 most likely to pay for print news, or to subscribe to a digital/print combo

“the survey reinforces some things we already know: Older people are more likely to pay for news. According to Pew, people over 50 were almost twice as likely as those under 50 to have a print-only subscription. The 50-plus crowd were also more likely to have a print/digital combo: 20 percent of those surveyed said they have bundled subscriptions, compared to only 12 percent of people under 50.”

Read the article: http://bit.ly/USs2eK

The Future

Here’s where we get to crow just a tad. When writing for MEDIA Magazine’s fall issue on the Future of Media, we heralded tablets as the future of Baby Boomer media consumption and anticipated Pew’s findings.

“We predict Baby Boomers will sway influence from TV and magazines to the tablet.  We see:cover - MEDIA Magazine - Future of Media - Fall 2012
>> More long-form content. Whether it’s editorial or paid marketing content, Baby Boomers and seniors have the time and desire to dig  deep;

>> Willingness to pay for subscriptions. This is a generation  that still values and therefore pays for news. The pride they take in their own  accomplishments transfers to the work of others, so they subscribe at higher  rates than younger age groups”

Read the whole article: http://bit.ly/X7AeWh

The Functional and the Fun

What does this mean for marketers to older adults? It means you should be thinking of ways to deliver relevant content via mobile devices to boomers and seniors. Think of ways to make that content have the comfort of print — but take advantage of digital tricks and tools to make the experience exceptional.

This is true for those in all industries, including travel, caregiving, higher education and more. Coincidentally, all areas where boomer and senior women spend time and money, as illustrated by our latest infographic, “Merry, Mature Mrs. Claus.” Functional and fun!

Mature Marketing Links of the Week – 11/12/12

Monday, November 12th, 2012

The resources we share for understanding 50+ consumers are quite varied, so it shouldn’t surprise us that a recap of top links would be as well. Here they are — the articles, white papers, etc. from the last two weeks that garnered the most attention from Creating Results’ followers on Twitter, Facebook and LinkedIn.

1. MOST CLICKED: 2 ways to improve the effectiveness of your website with baby boomers & beyond http://bit.ly/TEqUbW

2. MOST SHARED: Why do Millennials (18-29 year olds) share on social media? Same reason Boomers wore peace signs, says writer Sharalyn Hartwell:Peace symbol Facebook like icon

“Consider society when Boomers and Xers were at a similar age and life stage. At  those times, the only real platforms they had to showcase the things they cared  about—personally, politically or otherwise—were things like bumper stickers and  t-shirts. Now, in addition to those “old-school” options, Millennials have  social networks. When they are passionate about anything from a political stance  to pictures of their family to LOL cats, they can use their mobile device and  quickly tell their 231 closest friends all about it. In an instant. What drives  a Millennial to share a viewpoint on Facebook is the same sort of thing that  drove Boomers to wear “peace” t-shirts. They are simply telling the world what  they think, in the method that makes the most sense to them.”

Do you agree? Share your thoughts in the comments section. Or, read the whole post: http://bit.ly/Ujx7IW

OTHER TOP ITEMS

* The percentage of GenY folks who use social media for business daily: 40. The percentage of Baby Boomers who do so? 50  http://bit.ly/SQ4FyU

“Younger employees’ use of social and collaborative technology actually lags behind that of older workers, according to a new survey from Citrix Online. The most enthusiastic adopters of social tools are older Baby Boomers, defined in the survey as those 55 years or older … Forrester Consulting conducted the survey for Citrix, overseeing an online survey of nearly 800 information workers evenly split among the U.S., U.K., France, Germany and Australia.”

The fact that it was a survey of only information workers makes me pause, however. On this blog, we do have several related posts that demonstrate how 50+ consumers in general use business-oriented social networking platform LinkedIn at higher rates than younger colleagues:

Mature, Affluent, Educated and LinkedIn

Facebook, Internet Users More Similar to Offline Population Ages than Ever

* US Voters, by age group, in November 2008 election

chart - US voting rates by age group 2008 election

Early reports for the 2012 election are that 18-24 year olds made up 19% of this year’s electorate and those over 65 16% of the electorate.

* Twitter promoted tweets, Facebook sponsored stories actually DECREASE brand trust http://mwne.ws/UD1ieC

* Are baby boomers’ adult kids finally leaving the nest? Household formation is up, reports Lennar.

“The country added 1.15 million new households in the past year, following four years of meager growth averaging 650,000 new households annually, according to data from the U.S. Census Bureau … The recent uptick in household formation suggests that things are picking up for young Americans.” Read the whole post: http://bit.ly/Sf7KIa

If the boomerang kids do start to leave the nest, we guess there will be a lot more peace and Like-ing going around … Happy Monday!

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