This group represents 40% of the US population.

Even more impressive, they account for 70% of US net worth.

Who are they?

You might just be one of them (as I am). They're the Baby Boomers, who together with their elders increasingly are a market segment that many Websites ignore.

and if you are in the B-toC arena, you simply can't ignore this market. Sure, everyone seems to be chasing that 18-40 age bracket who are so hard to market to, but we're talking about a group that's got real money to spend that many companies seem to ignore.

And they are wired. According to a recent study by ThirdAge, Inc. and JWT BOOM, over 70% of this group have Broadband connections, well above the national average.

And this group is currently spending some $7 billion a year online.

What are they looking for on the Web?

Well, too of the biggest areas they search in are health and finance. But researcxh indicates that for nearly every purchase, from buying a pizza to buying a house, they are searching the Web before making a decision.

So if your marketing is currently ignoring this segment, it's time to reconsider. The Baby Boomers represent a group with lots of disposable income, and if you're Web marketing is mising them, you're missing out on profits.

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