![Baby Boomers' Purchase Influences, 2014 vs 2015 [CHART]](https://trends.e-strategyblog.com/wp-content/uploads/2015/09/MCSurveyMonkeyAudience-Purchase-Influence-Boomers-2015-v-2014.png "Chart - Baby Boomers' Purchase Influences")
Various recent reports have urged marketers to place more focus on Baby Boomers, who are sometimes neglected in favor of the Millennial generation. For example, a recent Forrester Research report noted that “older shoppers are… the most promising demographic.” Boomers are projected, after all, to soon account for 70% of disposable income. So how best to advertise to them?
A new MarketingCharts study takes a look at purchase influence among Baby Boomers (ages 50-68), finding more than 3 in 10 survey respondents reporting that direct mail had influenced them to purchase a product or service during the prior 6 months. Interestingly, that was the most commonly-cited purchase influencer of 16 identified, ahead of word-of-mouth and online consumer reviews. Read the rest at MarketingCharts.
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