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Baby boomer internet users are drawn to apps that are fun and intuitive. Among digital boomers, 44% reported visiting a retail app or website weekly, according to Razorfish and GWI鈥檚 December 2023 鈥淒igital 叠辞辞尘别谤蝉鈥� report.

Social media is crucial for B2B marketing success. However, B2B marketers鈥� ages may be affecting their campaigns鈥� effectiveness. Younger B2B marketers are leading the way in leveraging social media and data-driven strategies.

Conversely, just 3.8% of baby boomers go to social first. Some consumers participate in condition-specific online communities. More than one-quarter (28.8%) of consumers said they have at some point belonged to an online network of people with similar symptoms or medical conditions, per our survey. These groups allow patients to share their experiences and learn more about treatments and side effects.

The number of LGBTQ+ consumers in the US is growing, and they seek authentic inclusivity from brands trying to reach them.

Nearly 4 in 10 (39%) found written communications from their banks 鈥渋rrelevant鈥� to their needs, a sentiment that grew to 55% among baby boomers. 66% of respondents found banks鈥� communications only somewhat emotionally engaging, and that number rose to 85% for baby boomers and 73% for Gen Xers.