Baby Boomers and Seniors Increasingly "Peeved" With Websites, Increasingly Active On Social Networks, Yet Still Resistant to Following Brands

WOODBRIDGE, Va., Nov. 7, 2013 /PRNewswire/ -- As older Americans become more active on the Internet and on online social networks, researchers from Creating Results – Strategic Marketing [http://www.creatingresults.com] found that they're increasingly frustrated with websites and increasingly curious about online social networking. The marketing agency's new ebook, Social, Silver Surfers [http://amzn.to/17b9E9H], presents detailed findings from a national study of the web and online marketing preferences of Baby Boomers, Silent Generation seniors and older members of Gen X and offers action steps for marketers hoping to reach these Internet users.

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"Organizations are finally recognizing the financial potential of Boomers and seniors, but until this study they lacked relevant data that that could guide digital marketing decisions," said Todd Harff, President of Creating Results and co-director of the national study, "The new Social, Silver Surfers eBook can help marketers improve their connections to 50+ers who are more affluent and educated than the general population."

Creating Results first examined the digital attitudes of older adults in 2010, when they surveyed Americans over 40 about what they were doing on websites and social networks, and how they felt about these channels.

"Three years seems like eons in digital time," said Erin Read, Director of Strategic Planning at Creating Results and co-author. "We felt it important to track how attitudes had changed – or in some notable cases, really hadn't – over time."

One notable non-change is the resistance of older adults to engaging with organizations via social networks. Despite a rise in social networking activity level, there was no rise in desire to get closer to brands on a social platform. Only 14% of all 40+ Americans surveyed in 2010 said "Yes" they wanted to be a brand's friend/follower, etc. and 19% said "Maybe." In 2013, only 10% said "Yes" and 22% said "Maybe." This reluctance grows with age.

Highlights of the study include:

• More respondents expressed frustration with websites, and cited a larger number of pet peeves. The number one turn-off cited was the requirement to register in order to get information – 79% of all respondents complained about this practice.
• 86% of all respondents reported concerns about privacy and security when filling out a form online. The most worried are older Baby Boomers and those with children over the age of 18 at home.
• "Email a Friend" is the most popular sharing tool, used by a reported 77% of all ages. "Share with Your Network" widgets are used by only 26% of all ages.
• As in 2010, offline connections are the primary reason for an older adult to try online social networking, but "Curiosity" increased significantly as a driver for social networking by 65+ seniors – 22% of Silent Generation respondents and 33% of Greatest Generations cited this as a reason for trial.

"Whether it's on a website or a social platform, older adults are telling us they want respect. They're busy, and are demanding simple, easy to navigate websites. They don't want self-promotional blather mucking up their social streams," said Harff.

The eBook includes detailed charts and analysis from the national study, plus action items to help marketers leverage the insights. It is for sale on Amazon in Kindle format at http://amzn.to/17b9E9H.

The Social, Silver Surfers study is based on a nationally representative sample of mature Americans.  Commissioned and executed by Creating Results, LLC, the research included more than 800 online polls, offline intercept surveys and video interviews with 40+ Internet users. No screening beyond age and Internet use was implemented.  For details on methodology and selected charts/findings, please visit www.CreatingResults.com/SocialSilver2013.

MEDIA CONTACTS: Erin Read
PHONE: 401-289-2500 ext 7005
E-MAIL: [email protected]

SOURCE Creating Results, LLC