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Baby Boomers and Technology - UK - August 2015

"Baby Boomers are a service-driven generation. While they are generally slightly less likely to own the latest technology products, manufacturers and retailers that offer face-to-face consultations and high quality customer service throughout the purchasing journey stand the best chance of reaching this group."

- Paul Davies, Senior Leisure & Technology Analyst

This report covers the following areas: 

  • Ownership of consumer technology products
  • Spending intentions
  • Preferred customer service channels and attitudes towards manufacturers
  • Retailers and technology as a whole among Baby Boomers and the rest of the UK adult population

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

        • Boomers represent the second largest generation in the UK
          • Figure 1: Composition of UK population by generational group, 2014
        • Clinging on to specialist devices
          • Figure 2: Household ownership of consumer technology products, June 2015
        • John Lewis comes out top among Baby Boomers
          • Figure 3: Preferred retailer for buying a new TV, June 2015
        • No replacement for face-to-face advice
          • Figure 4: Preferred customer service channels, June 2015
        • Baby Boomers split into three distinct groups
          • Figure 5: Baby Boomers target groups, June 2015
      • Issues and Insights

        • Baby Boomers are a complex crowd
          • The facts
            • The implications
              • Encouraging Baby Boomers to trade up
                • The facts
                  • The implications
                  • The Market – What You Need to Know

                    • The ‘Boomerang Generation’ brings opportunities with it
                      • Baby Boomers are slightly more comfortable financially…
                        • ….However they are more cautious with their spending
                          • Functionality before design
                            • Internet now integral to Boomers’ lives
                            • Market Drivers

                              • Boomers represent the second largest generation in the UK
                                  • Figure 6: Composition of UK population by generational group, 2014
                                • Baby Boomers are slightly more comfortable financially…
                                  • Figure 7: Consumers’ financial situation, June 2015
                                • …. However they are more cautious with their spending
                                    • Figure 8: Financial priorities, by generation, June 2015
                                  • Functionality before design
                                    • Figure 9: Baby Boomers' attitudes towards buying technology products, December 2014
                                  • Internet now integral to Boomers’ lives
                                      • Figure 10: Sources of information used to find out about new technology products, by generation, December 2014
                                  • Key Players – What You Need to Know

                                    • Setting the right tone
                                      • Supporting human interaction
                                        • Manufacturers show their face
                                          • Tailoring products for seniors
                                          • Launch Activity and Innovation

                                            • Setting the right tone
                                              • Supporting human interaction
                                                • Figure 11: Currys Megastore Knowhow space
                                              • Manufacturers show their face
                                                • Tailoring products for seniors
                                                • The Consumer – What You Need to Know

                                                  • Boomers cling on to specialist devices
                                                    • The smartphone split
                                                      • Baby Boomers tend to make their own purchases
                                                        • An entry-level generation
                                                          • John Lewis comes out top among Baby Boomers
                                                            • Boomers favour established names
                                                              • Face-to-face support is still crucial
                                                                • Baby Boomers split into three distinct groups
                                                                • Technology Ownership

                                                                  • Boomers cling on to specialist devices
                                                                    • Figure 12: Household ownership of consumer technology products, June 2015
                                                                  • Tablets bridge the digital divide
                                                                    • Figure 13: Personal ownership of consumer technology products, June 2015
                                                                  • The smartphone split
                                                                      • Figure 14: Personal ownership of consumer technology products, by younger and older Baby Boomers, June 2015
                                                                  • Buying Responsibilities

                                                                    • Baby Boomers tend to make their own purchases
                                                                      • Figure 15: Involvement in technology purchasing, June 2015
                                                                    • Older, female Boomers less likely to make purchases
                                                                      • Figure 16: Involvement in technology purchasing - smartphones, by Baby Boomers gender and age, June 2015
                                                                    • Co-habitants more likely to rely on others
                                                                        • Figure 17: Involvement in technology purchasing, by Baby Boomers’ living situation, June 2015
                                                                    • Technology Spend

                                                                      • Baby Boomers more likely to seek out entry-level products
                                                                          • Figure 18: Amount consumers are prepared to spend on new technology products, June 2015
                                                                        • ‘Stripped down’ products will appeal to this group
                                                                          • ByeBuy ownership
                                                                            • Figure 19: Amount Baby Boomers are prepared to spend on a new laptop computer, by financial situation, June 2015
                                                                        • Preferred Retailers

                                                                          • John Lewis comes out top among Baby Boomers
                                                                              • Figure 20: Preferred retailer for buying a new TV, June 2015
                                                                            • Older John Lewis customers willing to pay more
                                                                                • Figure 21: Average amount Baby Boomers are willing to spend on a new large screen TV, by preferred retailer for buying a new TV, June 2015
                                                                              • Store presence could boost pureplays’ appeal
                                                                                • Figure 22: Preferred retailer for buying a new TV, by generation, June 2015
                                                                            • Appeal of Brands

                                                                              • Boomers favour established names
                                                                                • All consumers
                                                                                  • Figure 23: Appeal of technology brands - all consumers, June 2015
                                                                                • Baby Boomers
                                                                                  • Figure 24: Appeal of technology brands – Baby Boomers, June 2015
                                                                                • All consumers vs Baby Boomers
                                                                                  • Figure 25: Appeal of technology brands, June 2015
                                                                                • Historic brands still have premium potential
                                                                                  • Bricks-and-mortar presence helps Apple to address age imbalance
                                                                                  • Customer Service Channels

                                                                                    • Boomers value face-to-face advice
                                                                                      • Figure 26: Preferred customer service channels, June 2015
                                                                                    • Women and older Boomers most likely to go in-store
                                                                                      • Figure 27: Preferred customer service channels – Baby Boomers, by gender and age, June 2015
                                                                                    • Half of ‘Technophobes’ seek out store retailers
                                                                                      • Figure 28: Preferred customer service channels – Baby Boomers, by target groups, June 2015
                                                                                  • Attitudes towards Technology

                                                                                    • Boomers seek security of service and warranties
                                                                                      • All consumers
                                                                                        • Figure 29: Attitudes towards technology – all consumers, June 2015
                                                                                      • Baby Boomers
                                                                                        • Figure 30: Attitudes towards technology – Baby Boomers, June 2015
                                                                                      • All consumers vs Baby Boomers
                                                                                        • Figure 31: Agreement with attitudes towards technology, June 2015
                                                                                      • Opportunity to engage with less confident female Boomers
                                                                                          • Figure 32: Agreement with attitudes towards technology – Baby Boomers, by gender, June 2015
                                                                                        • Boomers value service and advice, but less likely to trust retailers
                                                                                            • Figure 33: Agreement with attitudes towards technology, by generation, June 2015
                                                                                        • Target Groups

                                                                                          • Baby Boomers split into three distinct groups
                                                                                            • Figure 34: Baby Boomers target groups, June 2015
                                                                                          • DIY Techies
                                                                                            • The Helping Hands
                                                                                              • Technophobes
                                                                                                • Demographic breakdown
                                                                                                  • Figure 35: Baby Boomers target groups, by gender and age, June 2015
                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                • Data sources
                                                                                                  • Abbreviations

                                                                                                  Companies Covered

                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                  Baby Boomers and Technology - UK - August 2015

                                                                                                  US $2,842.31 (Excl.Tax)