US Boomers 2019: 'Aging in Place' in Multiple Aspects of Life

At Business Insider Intelligence, our mission is to bring you the most important insights, data and analysis from the digital world. So when we come across outstanding research from our partners that we think our audience can benefit from, we like to make sure you hear about it. That's why we're giving you a preview of eMarketer's new report: US Boomers 2019. You can purchase and download the full report here. Social media has become a hub of influence on many consumers' shopping. Boomers, though, have been wary of this, whether via ads, postings by fellow consumers or the cajolery of "influencers."

According to February 2019 polling by Oracle, social media ads inspire little credence from boomers. Fewer than one in 10 internet users ages 55 to 75 said they trust social ads for recommendations when shopping.

"It's not just an aversion to straight-out advertising. Influencers are conspicuously uninfluential, too," said Mark Dolliver, principal analyst at eMarketer and author of eMarketer's latest report, US Boomers 2019: 'Aging in Place' in Multiple Aspects of Life.

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