Aging in place evokes an image of baby boomers staying put in the homes they’ve inhabited for decades, leaving only when carried out feet first. But it’s tempting to suggest that the phrase describes boomers’ lives in general as they become certifiably elderly. Amid chatter about boomers transforming the nature of old age, the reality is that they’re moving through a stage where people are more attached to what’s familiar and less attracted (or even averse) to what’s novel.
So, in addition to remaining in their homes, many boomers stick with traditional TV as the core of their entertainment mix. Those who’ve adopted social media have settled in with Facebook and seldom range farther into the socialsphere. They’ve acquired smartphones, but stick with simple apps like texting. Facebook is the one social network with a large constituency among boomers: 45.3% of them use it, including 91.9% of boomers who use any social network. Penetration among total boomers in the US is far lower for Instagram (13.2%), Twitter (8.5%) and Snapchat (4.3%).
Whatever their smart-aleck offspring might think, boomers aren’t utter Luddites. As early adopters of personal computers, they were at the vanguard of the digital revolution. But boomers are increasingly at an age where adopting new technologies doesn’t come naturally.
We estimate that 79.2% of US boomers will be internet users this year—a substantial number, but lower than penetration for Gen Xers (93.1%) and millennials (96.1%). And we anticipate virtually no growth in penetration through 2023.