Sixty percent of Boomers (US residents between the ages of 45 and 54) and 40% of seniors (67 and older) consider watching online videos to be an important activity, according to data released by AARP and Google/Ipsos MediaCT. From those two groups, 84% of Boomers and 71% of seniors listed YouTube as their favorite video site.
What’s more, AARP’s findings indicate that users 50+ are heavily influenced by those videos, and are often spurred to offline action because of them. As much as 75% of Boomers will do things like visit a store (57%) or call a business, store or organization (37%), while 68% of seniors will search online for more information (35%) or forward a link or video to someone (41%).
All of which implies that 50+ internet users aren’t as internet phobic as previously thought, and that one of the best ways to engage them is with online video — and more specifically, that YouTube has a particular advantage for brands attempting to reach both Boomers and seniors.