Baby Boomers spend a significant amount of time online, 11 hours on average before making a purchase, which indicates the relevance of digital platforms in their purchasing decisions. In particular, social media influences their research process, even though Baby Boomers tend to depend on trusted sources.
As a result, interactions mainly occur within online echo-chambers. Although Baby Boomers are less likely to join new social media platforms, they are open to interacting with businesses on platforms they already use and trust. Notably, they expect exceptional customer service in every step of their online purchasing journey.