San Francisco, Calif. (PRWEB) January 20, 2010
Continuum Crew - Engaging Consumers > 40, the nation's only fully integrated communications firm focused on the mature consumer, announced today the findings of their 2009 survey conducted by CPH Research, LLC on behalf of Continuum Crew.
The survey(1) is a follow-up to their Economic Impact Study released in December 2008. Among the findings is that Baby Boomer-aged respondents' anxiety has shifted from the collapse of the economy to the cost of health care. Most significant is the shift in the media consumption of this age group, as the only media activity to rise dramatically was time spent on the Internet. This is one of several insights on the emergence of the new 'social media maven' among Baby Boomers, and indicates that social media has significantly carved out time generally reserved for traditional media.
Baby Boomers (Boomers) are defined as the generation born between 1946 and 1964, according to the U.S. Census Bureau. Generation Jones, coined by television director Jonathan Pontell, is commonly considered to be those born between 1954 and 1964, representing the younger segment of Boomers. Generation Ike (Ikes) are those born between 1934 and 1945.
Highlight findings on anxiety and life events are:
Some of the highlight findings on media consumption are:
Emergence of the New Social Media Maven
In the survey's measurement of levels of social media involvement, clear respondent types appeared, based on levels of interpersonal contact (whether in-person or not) and levels of recommendation of products or services to those in their personal or social network. One of these respondent types forms a significant segment to emerge within the Boomer group, which is dubbed the new 'Social Media Maven': the Boomers who said they connected with the most contacts each day and made the most recommendations. The profile of this group is one that is heavily connected, exploring and expanding their networks.
These Social Media Mavens have more frequent contact with individuals across all types of groups within their social network, not just family or neighbors, but issue-oriented groups and co-workers as well (73% responded ‘People often come to me for advice'). Not merely amassing ‘friends' or ‘connections' within these networks, they are communicating regularly. They also have more face-to-face contact and use smart phones more than other Boomers or Generation Jones respondents (78% responded ‘New technology plays an important role in my life'). They are equally likely to be male as female, which defies the stereotypical female profile of the voracious social media consumer. Of this Social Media Maven group the majority are still working, more likely than the other segments to own their own business, most likely to engage in volunteer activity and to have the highest household income. Social Media Mavens are more likely to try new products, technologies and seek new experiences. They are recommenders who embrace the role of technology in their connected lives.
"With more time being spent online, and the emergence of the new Social Media Mavens among Boomers, this is further confirmation for companies targeting the mature consumer that online media should be at the core of an integrated marketing campaign," said Lori Bitter, President, Continuum Crew. "The aging of America is shaping global marketing trends and no one is fueling the zeitgeist more than Boomers, who are craving a story and a reason to align themselves with a brand. Although they are the ‘have-it-my-way' generation, many companies are missing the invitation and the opportunity to personalize their message."
About Continuum Crew
Continuum Crew is the nation's only fully integrated communications firm focused on the mature consumer. Continuum Crew has more than 15 years of experience specializing in helping businesses build lasting and profitable relationships with mature consumers. Continuum Crew lends clients their expertise in branding, message development, creative strategy and targeted engagement – both digital and traditional. Continuum Crew is based in San Francisco, CA. For more information about Continuum Crew, visit: continuumcrew.com, and Lori Bitter's Boomers in the Wild blog at: boomersblog.org
(1)The national (US) sample of 700 respondents was drawn from the Greenfield Online Panel and weighted to represent the population of the 35 and older age groups, and balanced with equal male and female respondents.
This press release was distributed through PRWeb by Senior Care Marketer (SeniorCareMarketer: http://www.SeniorCareMarketer.com ) on behalf of the company