Source: Center for Media Research

According to a new study conducted by CPH Research on behalf of Continuum Crew, Baby Boomer-aged respondents’ anxiety has shifted from the collapse of the economy to the cost of health care. Most significant is the shift in the media consumption of this age group, as the only media activity to rise dramatically was time spent on the Internet.

This is one of several insights on the emergence of the new ‘social media maven’ among Baby Boomers, and indicates that social media has significantly carved out time generally reserved for traditional media.

Baby Boomers/Boomers are defined as the generation born between 1946 and 1964, according to the U.S. Census Bureau. Generation Jones, coined by television director Jonathan Pontell, is commonly considered to be those born between 1954 and 1964, representing the younger segment of Boomers. Generation Ike (Ikes) are those born between 1934 and 1945.

Top Findings on anxiety and life events of Boomers are:

• Anxiety about the economy has decreased in the past year (46% indicated it as the issue they were ‘very nervous’ about in 2008); now the issue of most concern is cost of healthcare, as indicated by 49% in 2009.
• For older parents more adult children are moving back home than are leaving it. This is a previously unprecedented finding within this research series, and markedly shows that Boomers’ lives are in transition.
• Boomers are now re-framing the notion of frugal living into the idea of simplicity. Children moving back in with parents, or delaying leaving their parent’s home, is likely having an effect on the family dynamic and household, which may mean an inclination to the return of the extended family structure of the World War II era.

Top findings on media consumption are:

• Ikes and Boomers still use traditional media more than those of Generation Jones or Generation X, but not all Boomers consume media in the same way, the biggest gap being between older and younger Boomers. This is most striking within traditional print media, with high consumption by older Boomers of newspapers and magazines. Continue reading →