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.
Among all media services listed, Boomers were least willing to give up the Internet, versus the top response of the 2008 survey,their cell phone. The survey shows they now spend more time than ever online (a rapid increase in one year from 38% to 62% stating they now spend more time online).
The majority of Ikes and Boomers have joined popular social networking site Facebook© within the last 6 months.
Boomers are becoming more aware that national and local news, magazines, and to some extent television and movies, are available to them via the Internet, indicating an increasing preference to access content this way. These responses illustrate a seismic shift among older adults, says the report, experimenting in the social media arena.
