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E-Mail Effective with Boomers
E-Mail Effective with Boomers
Like other adult Internet users, boomers prefer to talk face-to-face about products, brands or services. Some 93% of baby boomers were very or somewhat likely to share product information with friends, according to a ThirdAge/JWT BOOM survey.

The digital channels they use to communicate their news follow a familiar pattern: E-mail and the telephone were more popular with older boomers, while more younger boomers used mobile phones, instant and text messages, social networks and blogs, according to BIGresearch.

Methods Used After Online Searches to Communicate with Others About Products According to US Internet Users, by Age, December 2007 (% of respondents in each group)

However, given the choice between instant messaging, text messaging or sending an e-mail, 80% of younger boomers and 87% of older ones still preferred the “old-fashioned” digital channel, according to a May 2008 white paper from ExactTarget.

Digital Channel Preferred by US Internet Users for Messaging, by Age, February 2008 (% of respondents in each group)