Baby Boomers may turn out to be a boon to online commerce

The platforms most used by the over-60s are Facebook, Instagram, X (formerly Twitter), TikTok and Pinterest. — AFP Relaxnews

Since 2021, the number of Baby Boomers using TikTok has increased by 57%. While Facebook remains their preferred platform, the over-60s are beginning to adopt this new social network and the particular habits that go with it. And with fatter wallets than those of Gen Z, Baby Boomers are becoming a target market for social commerce.

Among Internet users aged 60 to 65, TikTok is the fourth most-used social network, behind Facebook, Instagram and X (formerly Twitter). But it’s the platform with the biggest increase. According to the latest GWI report, the number of “Baby Boomers” using it has increased by 57% since the second quarter of 2021.