TECHNOLOGY • BUSINESS • CULTURE 05.20.19

UPDATED 01.24

Marketers forget about baby boomers or create "old-school campaigns" that don't consider how "tech savvy this generation really is," finds Google.

They are adopting "today's on-demand platforms" and voice assistance.

Most baby boomers grew up with only a handful of channels. Program schedules were printed in the weekly TV Guide and bought at the supermarket checkout. Broadcasters dictated programming time and content. Disruption. Boomers can determine time and content now.

They're following the general cord-cutting trend, and even though they now have thousands of on-demand TV channels, many are opting for "today's on-demand platforms like You Tube," according to a Google survey.

Boomers use You Tube to watch recaps and highlights so they aren't "locked into hourlong blocks."

“I don’t like to stay up late, so I routinely go on YouTube to watch the monologues of the late night show,” one viewer said.

To watch video tutorials.

“I use YouTube to get information in a usable format — especially when it comes to techy things that I don't want to ask my daughter to help with,” another said.

Voice assistance makes gains.

Voice technology is "resonating with baby boomers," who say it "empowers" them to get answers and information instantly, according to Google.

"While other audiences were more likely to say they use voice-activated speakers to multitask or do things without a screen, 51% of those 55 years old and over said a top reason for using their voice-activated speaker is 'it empowers me to instantly get answers and information.' " And, they are "more likely than millennials to say they want their voice-activated speakers to deliver information about deals, sales, and promotions."

Those who "own voice-activated speakers" see them as companions.

" 'It becomes a device that isn’t a device anymore. It's an entity in your life that's always behind the scenes for things you need.' I'd call it an 'e-lative' "

Security and Privacy are big concerns.

Americans, see "data privacy as the top priority companies should address, beating issues like poverty and gun violence," Axios reports. A March 2019 Axios-SurveyMonkey poll found "for those 65 and older, 62% say the current situation is a crisis."

This age group is more likely to "believe updating security software is very important" and use a different password for every account, according to a Google/Harris Poll Online Security Survey.

Older users grew up when broadcasters dictated programming time and content. Now they determine what and when to watch, embracing online platforms like You Tube for entertainment and learning.

They're relying on smart speakers in their daily lives as companions and helpers who are always there, and are focused on security and privacy more than any other demographic.