Baby boomers — those aged 55 plus — are often stigmatized for being behind the times when it comes to technology and the digital world. According to the results of a new survey conducted by Thrive Analytics and released by the Local Search Association, this generation — including Boomers and Seniors — are embracing mobile as a local shopping companion.

Our Consumer Commerce Monitor? survey data supports many of the results highlighted in that study. When it comes to smartphone use, according to the Local Search Association’s study, 69 percent of baby boomers and seniors use their smartphone at in-store locations for local shopping. Our CCM data supports their find with 61 percent of our respondents using smartphone for local shopping at in-store locations.

Our CCM results also showed that 47 percent of baby boomers and seniors use their smartphones at least once a week for local shopping. The Local Search Association’s study outlined that baby boomer and senior smartphone users said that price comparisons and discounts were their top reasons for searching via their mobile devices while shopping in-store (50 percent of baby boomers & seniors).

According to CCM, Baby boomers are also far more likely to use mostly search engines on smartphones or tablets when compared to mobile apps for local shopping (66 percent vs. 4 percent). They’re also more likely than other age groups to shop in-person.

SMBs and national brands need to retire the notion that baby boomers are not a “connected“demographic. Our data shows that advertisers need to learn how best to adapt their mobile strategies to reach this older and more experienced demographic. Mobile continues to shake up the local shopping chain but and leaves opportunities for SMBs to engage with their customers in a new innovative ways.

Learn more about Consumer Commerce Monitor here.

The post How Baby Boomers Are Embracing Mobile Shopping appeared first on BIA/Kelsey - Local Media Watch.

Millennials sometimes get a bad rap for being the disinterested and out of touch generation. But BIA/Kelsey survey data actually pegs them as the most in-touch (literally). When it comes to smartphone, tablet, and social networking they blow their gen-x and baby boomer forbearers out of the water.

Millennials — those between 18-34 — use digital devices more than ever. According to BIA/Kelsey’s Consumer Commerce Monitor™ survey, 56 percent said that they have interacted with social media in the past 6 months at some point in the purchase funnel. 32 percent made purchases online.

Generation X — those between 35-54 — report that among types of local businesses, they rely heavily on social media for restaurant choices, but trust family and friends most for local shopping decisions. They also reported online search as their number one source for information on local shopping.

Baby boomers — those 55 and older — are more likely than other age groups to own printed yellow pages. However, yellow pages are not among their top five sources of information for local shopping (i.e. retail and product info). They’re also more likely than other age groups to shop in-person.

Many SMBs are still trying to understand how to deliver content to consumers at various age groups. All three age groups reported to have purchased more in store than online. Along with e-commerce efforts, it is essential that local businesses incorporate social strategies to get consumers into the store. It’s often forgotten that 93 percent of U.S. retail spending is done offline (as opposed to e-commerce).

Social campaigns are effective for SMBs to drive in store purchases when targeting both 18-34 and 35-54 year-old age groups. Marketing campaigns must include traditional media: 55 and older consumers use devices to inform local shopping decisions; but they’re more likely to use traditional media for local business information.

Learn more about Consumer Commerce Monitor here.

The post Millennials Are More Connected Than They Get Credit For (and Other CCM Takeaways) appeared first on BIA/Kelsey - Local Media Watch.