A mix of assumptions and past studies have seen baby boomers labelled technically unsavvy and disengaged when it comes to advertising, with only 12% globally saying they feel positive about ads. There is, however, growing evidence to suggest that they have been incorrectly categorized.
Online know-how among boomers isn’t nearly as limited as “silver surfer” stereotypes denote, with consumers aged 55+ upping their consumption of digital media and spending increasingly more time on social apps. According to our latest study, this age group’s biggest issue with connected activity may actually be a more skeptical attitude about online privacy: illustrated by the finding that a net 65% are less prepared to share their data now than two years ago.
Although there is significant scope to engage this misjudged generation, it’s clear that mobile marketers hoping to win boomer trust must proceed cautiously; ensuring ad experiences offer the right blend of tailored value and stringent data protection.
Well-seasoned in media dynamics
Boomers are both digitally active and aware of the often-vital role that ads play in supporting mobile apps. But despite understanding the value exchange, our research shows their willingness to participate is growing at a slower rate than that of younger cohorts. Just under three-fifths (55%) of those who gave their opinion have become more willing to view ads in return for free content since 2022, in comparison to 80% of 16–24-year-olds.
Much of this reticence is likely due to the fact that mature consumers have seen the media landscape evolve firsthand. With a comprehensive perspective on the shift from largely paid branded ads in traditional print and TV to multi-channel campaigns and user-generated content, boomers know precisely how the online ecosystem works.
So, while boomers do appreciate ads and the perks accepting them can unlock, it’s probable many have formed a set idea of how willing they are to trade attention for benefits that isn’t subject to rapid change. Additionally, their long-standing familiarity has driven greater discernment around the data collection that typically fuels mobile ads.
A solid grasp of growing data risks
Continued efforts from regulators and technology leaders to expand data safeguards haven’t gone unnoticed by boomers. In total, 49% of 55-plus respondents agree their trust in data sharing has grown thanks to superior control over in-app privacy. The data also reveals, however, that increased positivity about the idea of opening up data hasn’t translated into practical application.
When asked which kinds of apps they are most inclined to give their data, including shopping, social, and travel apps, half (50%) weren’t especially disposed toward any featured category. Similarly, seven in ten (71%) felt reluctant to hand over all forms of personal data covered by the survey. This is a sharp contrast to Gen Z, with consumers in the 16-24 bracket twice as likely as boomers to share their birthdate, age, and mobile number across app types.
Again, the reasoning behind these behaviors appears to stem from extensive knowledge.
Over half of our boomer respondents feel more concerned today about unauthorized parties gaining access to their data (56%), cyber-attacks (55%), and identity theft (54%) than two years ago. This suggests a strong grasp of persistent and emerging data risks is driving significant anxiety.
Moreover, higher concerns are also creating a complicated relationship with data-driven ads. Where a further 55% of boomers are less prone to pay to remove interesting and well-targeted ads, 42% also frequently refrain from engaging with ads because of privacy concerns.
High demand for enhanced clarity
Addressing the convoluted expectations and considerations of boomers is a tough task, but there are several indicators of the best way forward. Unsurprisingly, the primary onus for alleviating data worries seems to fall on app publishers, with boomers particularly keen for publishers to provide deeper transparency into how their data is managed and used (at 97%, versus a 95% overall average).
However, the need for action on the brand side is also pressing. At a starter level, marketers need to pick publisher partners carefully, and prioritize those who are committed to meeting the core prerequisites for earning consumer trust. These include robust data defenses, varied sharing options, and consent requests that outline exact collection purposes, as well as use and storage processes.
In the longer-term, it’s becoming equally important to explore ad tailoring approaches that align with the general shift towards elevated digital privacy and boomers’ strong requirement for strict data security. Harnessing inherently ID-less advertising inventory will enable marketers to negate apprehension around data handling, and potential misuse, by driving ad targeting using a constellation of anonymized data signals, instead of personal behavioral data.
Moreover, taking this path will have the added advantage of appealing to high boomer partiality for ads that match their surroundings and tendency to switch off from those that don’t. 60% find ads most appealing when placed in an appropriate context and almost as the same number are more likely to engage with them. Meanwhile, just over three-quarters (76%) are actively turned off by ill-fitting ads.
Boomers are a reluctant generation, but not in the way we might think. Far from being out of tune with today’s media sphere, they have an increasingly strong taste for cross-environment content and detailed oversight of how ads function. Rather than converting them to digital, the greatest challenges for mobile marketers looking to win over boomers will involve not just casting aside outmoded misconceptions, but also improving their own understanding of what discerning mature consumers want and ability to deliver it: a better balance of privacy and relevance.
