The consulting firm GfK has carried out a study on Spaniards between 50 and 65 years old that reveals some curious characteristics of those who are in the so-called “mature age.” Although this more mature population is not digital native, has had to adapt to new technologies and forms of consumptionhas done it with ease, and his daily life can no longer be understood without the Internet and without the adoption of new digital consumption trends such as artificial intelligence, the use of social networks or new audio formats.
This segment of the population includes about 11 million people in our country, 22.5% of the population. It is made up of the youngest of the Baby Boomers and the older strata of Generation X, which has led GfK to call them the BloomerX.
BloomerX are “heavy users” of social networks, since 95% access these platforms using, mostly, Facebook (90%), followed by Instagram (76%), X (54%) or TikTok (54%).
Another of its characteristics is that Half of this population lives in homes considered “empty nest”that is, families whose children have become independent. However, a third of BloomerX still live with children under 19 years of age.
This new family reality allows them to dedicate their time to other tasks and to themselves. This is why 74% usually indulge in “small whims” such as going to the beach or the mountains (97%) or going out to lunch or dinner (89%).
Furthermore, another very relevant activity for BloomerX is traveling, since they invest almost 2 hours (1:45 minutes) on average per month consulting information about travel, occupying the second position as the most active generation in this type of content after centennials.
Regarding the habits or values that move them, food is one of them: They are foodies and 92% say they enjoy cooking for fun.. In fact, food is part of their leisure, whether outside or at home, and half of this generation consults cooking content on the Internet. However, It is the age segment least interested in deliveryand.
It is also a healthy generation, since this target cares about sleeping well (74%), eating healthy (70%) and doing sports (56%). These interests are reflected in their digital behavior, since 52% browse health content (11 percentage points more than the previous year) and also use health monitoring apps (50% more than the age group preceding them).
Furthermore, another key characteristic of this segment is that they like to be informed about current events. According to data regarding your digital behavior, 88% consume media contentof which, 77% do so through traditional media and 76% in native digital media.
And, although they are not digital natives, they are digitalized, since 92% of BloomerX use the Internet daily and spend an average of 3 hours a day surfing the web (only 4% less than millennials).
According to the data obtained, it is an active generation in listening to podcasts, since 60% have joined this phenomenon. However, they are less related than other segments and prefer broadcasting content (radio) over podcasts and music.
In addition, This is an age group that is not far behind with respect to the rise in the use of artificial intelligence toolssince 700,000 BloomerX have chatted with ChatGPT in the last month analyzed (October 2023, when the first anniversary of the OpenAI tool was approaching).
Regarding the use of social networks, they can be considered heavy users, since 95% of them access these platforms. In fact, Facebook is their favorite social network, since 89% use it every month, but they have also joined other less traditional ones such as Instagramwhich brings together 76% of monthly users, or TikTok, which brings together 54% of them.