In a digital twist, Baby Boomers are making waves on TikTok, witnessing a remarkable 57% surge in usage since 2021. While Facebook remains their favored platform, the over-60 demographic is increasingly adopting TikTok and its distinctive social habits, emerging as a potent market for social commerce, given their substantial purchasing power compared to Generation Z.
TikTok has swiftly climbed to become the fourth most-utilized social network among internet users aged 60 to 65, trailing only Facebook, Instagram, and X (formerly Twitter). The surge is underscored by a significant 57% increase in Baby Boomers using the platform since Q2 2021, as per the latest GWI report.
As Baby Boomers acclimate to TikTok, they exhibit behaviors akin to Generation Z, especially in their responsiveness to advertising and commercial content when engaging with influencers. In the US, there’s been a noteworthy 22% uptick since Q2 2021 in people citing following influencers as a primary reason for using social platforms.
Beyond the numbers, the over-60 demographic presents a compelling asset for platforms venturing into online shopping. The report highlights that Baby Boomers are more likely to possess credit cards (63% compared to 41% of Generation Z) and actively engage in online purchases (39% compared to 35% of Gen Z). With age comes increased income, with 30% of Baby Boomers claiming high income versus 21% of Gen Z. This elevated purchasing power is evident, with 23% of Baby Boomers acknowledging it compared to a mere 8% of Gen Z.
Despite their growing presence, Baby Boomers remain an underserved market, with only 10% feeling represented in the ads they encounter. This lack of representation might elucidate why only 17% of those over 65 make purchases after viewing products in ads. The report underscores the business case for marketers to adapt communication strategies, emphasizing the potential for increased responsiveness when older audiences feel adequately represented. The evolving landscape suggests a promising avenue for brands to tap into the burgeoning online presence of Baby Boomers.
