Optimistic Rebel

But do they buy online? What about research new brands? From MarketingVOX:

The study [identifies] three traits that characterize the shopping and spending patterns of Boomers, and it coined terms to describe them: “Promiscuous Purchasers,” “Free-Agent Shoppers,” and “Savvy Switchers.”

Promiscuous Purchasers: Boomers buy for themselves and for others of different generations. They spend more than three times the amount of money per month on spouses ($514) than adults under 40 ($169). They also spend nearly twice as much per month on children ($295 vs. $158) and three times as much on teens ($494 vs. $136).

Free-Agent Shoppers: Boomers are more open to new brands and less brand-loyal than people under 40. Some 26% say they are not at all brand loyal (vs. 21% of Gen-Xers and Millennials). This willingness to buy new brands carries over across most product categories, including electronics, personal care products, restaurants and automobiles.

Savvy Switchers: Boomers will not switch brands just because something is new. Some 91% of people in their 40s and 50s want a new brand to provide more value (vs. 83% of Gen-Xers and Millennials). These consumers also care about the promise of a brand over the image of a brand. They will consider new brands if they are more useful or functional or provide the most benefit/value.