Baby Boomers and Technology - UK - August 2015


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Mintel

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Baby Boomers are a service-driven generation. While they are generally slightly less likely to own the latest technology products, manufacturers and retailers that offer face-to-face consultations and high quality customer service throughout the purchasing journey stand the best chance of reaching this group.

Overview

What you need to know
Covered in this report

Executive Summary

Boomers represent the second largest generation in the UK
Figure 1: Composition of UK population by generational group, 2014
Clinging on to specialist devices
Figure 2: Household ownership of consumer technology products, June 2015
John Lewis comes out top among Baby Boomers
Figure 3: Preferred retailer for buying a new TV, June 2015
No replacement for face-to-face advice
Figure 4: Preferred customer service channels, June 2015
Baby Boomers split into three distinct groups
Figure 5: Baby Boomers target groups, June 2015

Issues and Insights

Baby Boomers are a complex crowd
The facts
The implications
Encouraging Baby Boomers to trade up
The facts
The implications

The Market – What You Need to Know

The ‘Boomerang Generation’ brings opportunities with it
Baby Boomers are slightly more comfortable financially…
However they are more cautious with their spending
Functionality before design
Internet now integral to Boomers’ lives

Market Drivers

Boomers represent the second largest generation in the UK
Figure 6: Composition of UK population by generational group, 2014
Baby Boomers are slightly more comfortable financially…
Figure 7: Consumers’ financial situation, June 2015
However they are more cautious with their spending
Figure 8: Financial priorities, by generation, June 2015
Functionality before design
Figure 9: Baby Boomers' attitudes towards buying technology products, December 2014
Internet now integral to Boomers’ lives
Figure 10: Sources of information used to find out about new technology products, by generation, December 2014

Key Players – What You Need to Know

Setting the right tone
Supporting human interaction
Manufacturers show their face
Tailoring products for seniors

Launch Activity and Innovation

Setting the right tone
Supporting human interaction
Figure 11: Currys Megastore Knowhow space
Manufacturers show their face
Tailoring products for seniors

The Consumer – What You Need to Know

Boomers cling on to specialist devices
The smartphone split
Baby Boomers tend to make their own purchases
An entry-level generation
John Lewis comes out top among Baby Boomers
Boomers favour established names
Face-to-face support is still crucial
Baby Boomers split into three distinct groups

Technology Ownership

Boomers cling on to specialist devices
Figure 12: Household ownership of consumer technology products, June 2015
Tablets bridge the digital divide
Figure 13: Personal ownership of consumer technology products, June 2015
The smartphone split
Figure 14: Personal ownership of consumer technology products, by younger and older Baby Boomers, June 2015

Buying Responsibilities

Baby Boomers tend to make their own purchases
Figure 15: Involvement in technology purchasing, June 2015
Older, female Boomers less likely to make purchases
Figure 16: Involvement in technology purchasing - smartphones, by Baby Boomers gender and age, June 2015
Co-habitants more likely to rely on others
Figure 17: Involvement in technology purchasing, by Baby Boomers’ living situation, June 2015

Technology Spend

Baby Boomers more likely to seek out entry-level products
Figure 18: Amount consumers are prepared to spend on new technology products, June 2015
‘Stripped down’ products will appeal to this group
ByeBuy ownership
Figure 19: Amount Baby Boomers are prepared to spend on a new laptop computer, by financial situation, June 2015

Preferred Retailers

John Lewis comes out top among Baby Boomers
Figure 20: Preferred retailer for buying a new TV, June 2015
Older John Lewis customers willing to pay more
Figure 21: Average amount Baby Boomers are willing to spend on a new large screen TV, by preferred retailer for buying a new TV, June 2015
Store presence could boost pureplays’ appeal
Figure 22: Preferred retailer for buying a new TV, by generation, June 2015

Appeal of Brands

Boomers favour established names
All consumers
Figure 23: Appeal of technology brands - all consumers, June 2015
Baby Boomers
Figure 24: Appeal of technology brands – Baby Boomers, June 2015
All consumers vs Baby Boomers
Figure 25: Appeal of technology brands, June 2015
Historic brands still have premium potential
Bricks-and-mortar presence helps Apple to address age imbalance

Customer Service Channels

Boomers value face-to-face advice
Figure 26: Preferred customer service channels, June 2015
Women and older Boomers most likely to go in-store
Figure 27: Preferred customer service channels – Baby Boomers, by gender and age, June 2015
Half of ‘Technophobes’ seek out store retailers
Figure 28: Preferred customer service channels – Baby Boomers, by target groups, June 2015

Attitudes towards Technology

Boomers seek security of service and warranties
All consumers
Figure 29: Attitudes towards technology – all consumers, June 2015
Baby Boomers
Figure 30: Attitudes towards technology – Baby Boomers, June 2015
All consumers vs Baby Boomers
Figure 31: Agreement with attitudes towards technology, June 2015
Opportunity to engage with less confident female Boomers
Figure 32: Agreement with attitudes towards technology – Baby Boomers, by gender, June 2015
Boomers value service and advice, but less likely to trust retailers
Figure 33: Agreement with attitudes towards technology, by generation, June 2015

Target Groups

Baby Boomers split into three distinct groups
Figure 34: Baby Boomers target groups, June 2015
DIY Techies
The Helping Hands
Technophobes
Demographic breakdown
Figure 35: Baby Boomers target groups, by gender and age, June 2015

Appendix – Data Sources, Abbreviations and Supporting Information

Data sources
Abbreviations