Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past webinars and other events.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

How Boomers Are Aging in Place

Aging in place evokes an image of baby boomers staying put in the homes they’ve inhabited for decades, leaving only when carried out feet first. But it’s tempting to suggest that the phrase describes boomers’ lives in general as they become certifiably elderly. Amid chatter about boomers transforming the nature of old age, the reality is that they’re moving through a stage where people are more attached to what’s familiar and less attracted (or even averse) to what’s novel.

So, in addition to remaining in their homes, many boomers stick with traditional TV as the core of their entertainment mix. Those who’ve adopted social media have settled in with Facebook and seldom range farther into the socialsphere. They’ve acquired smartphones, but stick with simple apps like texting. Facebook is the one social network with a large constituency among boomers: 45.3% of them use it, including 91.9% of boomers who use any social network. Penetration among total boomers in the US is far lower for Instagram (13.2%), Twitter (8.5%) and Snapchat (4.3%).

Whatever their smart-aleck offspring might think, boomers aren’t utter Luddites. As early adopters of personal computers, they were at the vanguard of the digital revolution. But boomers are increasingly at an age where adopting new technologies doesn’t come naturally.

We estimate that 79.2% of US boomers will be internet users this year—a substantial number, but lower than penetration for Gen Xers (93.1%) and millennials (96.1%). And we anticipate virtually no growth in penetration through 2023.

Boomers also lag in intensity of internet usage, to judge by Pew Research Center polling in February 2019. The 50- to 64-year-olds (an age bracket that includes a good number of Gen Xers) were barely half as likely as 30- to 49-year-olds to say they use the internet “almost constantly.” Among respondents ages 65 and older, fewer than one in 10 reported doing so.

Still, the “aging in place” theme shouldn’t be overstated. Along with the stasis in boomer lives, there is plenty of flux—some unsought as the labor market expels many before they’re ready to retire. Digital tools are infiltrating boomers’ approach to shopping, including widespread adoption of ecommerce. And boomers who remain in familiar homes are driving the market for home remodeling. If “aging in place” is emblematic of boomer life, “remodeling” is part of the story, too.

Amid their fascination with millennials and Gen Zers, some marketers may wonder why they should care about boomers. The answer is simple: Boomers still have lots of money. Though many boomers are retired, the most recent Bureau of Labor Statistics data shows their yearly household income is still above the average for total households ($80,086 vs. $78,635) and far above that of millennials ($67,076). Being older also means having had many years to accumulate assets.

An April 2019 report by Packaged Facts said boomer households have 54% of total US household net worth. Boomers have their financial challenges, but for now, they have too much money for marketers to leave on the table.

Not sure if your company subscribes? You can find out here.