The share of online media time spent by Baby Boomers has increased 20+ percentage points in the past decade according to recent research from WARC.
The report, based on WARC media forecasts and GWI data, compares media consumption among 45-54 year olds in 2013 with the same cohort in 2023 (now 55-64), finding a rise in digital media usage from 30.3% to 52.8%.
Boomers' digital consumption growth is driven by switching from offline to online versions of media. Linear TV's share of consumption has decreased from 43.0% (2020) to anticipated 34.2% (2024).
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How Baby Boomers' Digital Media Habits Are Changing
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