• by Laurie Sullivan  @lauriesullivan, January 12, 2009

Increasingly savvy baby boomers--who are 100 million strong in the U.S. and control billions in disposable income--could be the target for tech marketers during the next few years, according to a joint study by TNS Compete and the Consumer Electronics Association (CEA).

These consumers have become more comfortable with searching online, buying from Web sites and purchasing high-definition televisions (HD TVs), fancy smartphones and near-pocket-size PC computers, states the study, entitled "Greying Gadgets: How Older Americans Shop for and Use Consumer Electronics."

Boomer consumers ages 50 and older are as likely to own, or plan to purchase, an HDTV as those ages 49 and younger. And 80% of 60-somethings used a cell phone in the past week--a rate that is similar to those ages 18 to 34. About 71% of 60-somethings and 52% of 70-somethings used a search engine in the past week, compared with 77% of those ages 18-34.

Older consumers are just as tech-savvy as those ages 18-49. "We tend to treat seniors with kid gloves because we think they need an entirely different experience, but that's really not the case," said Elaine Warner, director, consumer technologies, TNS Compete, Boston. "They are just as likely to buy an HDTV in the next year as those who are younger."

Warner hopes to use the findings from the November study of about 3,135 U.S. adults to help retailers plan targeted marketing and advertising campaigns. "They can tailor marketing campaigns and Web site enhancements to get older shoppers to purchase devices online, which are lower-cost channels that offer higher margins," she said. "For OEMs, the study can help manufacturers understand the types of features on electronics that prevent older consumers from making purchases."

Many consumers ages 50 or older lived their 20s with mainframes and larger PC computers, and the introduction of cell phones that moved from car glove boxes and trunks into ladies' large handbags or men's briefcases.

Boomers also have become more comfortable researching information through search engines and making purchasing online. While the Internet has become a more important part of everyday life, the study reveals that older Americans still more frequently turn toward people in stores for help. In fact, 63% said they asked a salesperson for information, compared with 47% of those ages 18-49.

The study reveals that 80% of consumers ages 35-49 heavily integrate search engines into daily life, compared with 77% for those ages 18-34 and 50-59. Search engines are also popular for those in their 60s and 70s, with 71% and 52% using search to research information on products and services, respectively.

While consumers ages 50 and over feel comfortable researching information about electronics online, many report a higher level of frustration with complex technologies--with 60% saying a product with too many features was the main reason for becoming frustrated with technology, compared to 39% of consumers ages 18-49.

Despite the fact that consumers ages 50 and over are drawn to HDTVs, cell phones and search engines, those ages 49 and younger tend to associate more closely with social networks, video games and portable MP3 players.

Not surprisingly, the study reveals that 57% of consumers ages 18-34 watch video online, compared with 46% of those ages 35 to 49; 36% of those in their 50s; 30% of 60-somethings and 24% of 70-somethings.