The article written by Cecilia Kang, Boomers rapid users of social media via smartphones: Nielsen, shows that Baby Boomers are a significant part of the rise of mobile social media (SM). Some of the implications for marketers are: listen to this important group of consumers and make it easy for Boomers to use your technology. According to Kang (2011), “the number of Internet users 55 and older using social media sites over mobile devices grew by 109 percent from a year earlier.” That is quite a rise in the number of Boomers embracing SM via mobile devices. In addition, the article points out that Boomers are utilizing social networks—particularly professional 
sites such as LinkedIn.
Facebook is not to be ignored either—according to Kang (2011), “Americans spend more time on Facebook than any other U.S. Website, according to Nielsen.
These are clear messages to marketers. The Boomer generation is actively embracing social networking sites and many of them are utilizing mobile devices to do it. Marketers must listen to what their consumers are looking for in mobile devices and apps. The Groundswell is here and brand monitoring is a vital part of listening to customers and also responding. A significant part of successful marketing is to find out what one’s customers are asking for and then to give it to them. From Li & Bernoff (2008), “Save research money; increase research responsiveness.”
In addition, Boomers will be weighing which mobile apps best suit their needs to network at professional SM sites. Marketers would do well to listen and also engage their target markets—including Boomers—in the development of new products. Find the Boomers who are using your products and encourage their feedback and suggestions for your mobile devices and apps through targeted forums. Marketers should gain awareness of how to turn their Boomers growing interest in social networking via mobile devices into a win/win situation. Make it easy for Boomers to get onto Facebook—the number one website that Americans log into.
Reference:
Kang, Cecilia. (2011). Boomers rapid users of social media via smartphones:
Nielsen. http://tinyurl.com/3sfc8zn
Leslie
I think there is a wide open market for companies to create apps that Boomers would be likely to use on a normal basis. It would be in the best interest of businesses to listen to this audience and find out what they want to do from their smartphones, how they want to connect with companies and create ways for them to easily do that. Create a bridge between a product and the internet that’s easily accessible and user friendly and people will use that rather than taking the long way around.
Hi Jen,
I completely agree and love the KISS acronym for that reason. Create things that people will use and make it easy. Listening is such an under-rated skill in business as Groundswell so aptly put it.
Leslie
Pingback: Baby boomers and social media | Marketing Conversation