“Just don't take away the Internet!”

You may imagine those words being frantically demanded from a teenager, but according to a recent survey the last media service boomers said they were willing to give up was the Internet. Also, a segment of baby boomers are emerging as the new Social Media Maven.

A new survey conducted for Continuum Crew, a communications firm focused on mature consumers, generates findings for insights into boomers' media consumption, social media behaviors and anxieties.

Most significant is the shift in the media consumption of this age group, as the only media activity to rise dramatically was time spent on the Internet. This is one of several insights on the emergence of the new 'social media maven' among boomers, and indicates that social media has significantly carved out time generally reserved for traditional media.

Social Media Mavens have more frequent contact with individuals across all types of groups within their social network, not just family or neighbors, but issue-oriented groups and co-workers (73% responded 'People often come to me for advice').

Not merely amassing 'friends' or 'connections' within these networks, boomers are communicating regularly. They also have more face-to-face contact and use smart phones more than other boomers or Generation Jones respondents (78% responded 'New technology plays an important role in my life').

They are equally likely to be male as female, which defies the stereotypical female profile of the voracious social media consumer. Of this Social Media Maven group the majority are still working, more likely to own their own business, most likely to engage in volunteer activity and to have the highest household income. Social Media Mavens are more likely to try new products, technologies and seek new experiences. They are recommenders who embrace the role of technology in their connected lives.

Highlights on anxiety and life events

• Cost of health care surpasses the economy as major anxiety-inducing issue:
Anxiety about the economy has decreased in the past year (46% indicated it as the issue they were 'very nervous' about in 2008); now the issue of most concern is cost of health care (as indicated by 49% in 2009). This is particularly the case among boomers, and more so for Ikes, who are Medicare eligible. Overall levels of anxiety are increasing.

• For older parents more adult children are moving back home than are leaving it:
This is a previously unprecedented finding within this research series, and markedly shows that boomers' lives are in transition.

In interpreting all the responses about anxiety, in terms of their mindset and behavior, it appears boomers are now reframing the notion of frugal living into the idea of simplicity. The national economic situation has created a new 'planner' type personality among boomers that engages more with institutions, such as financial services organizations and retirement communities. Children moving back in with parents, or delaying leaving their parent's home, is likely having an effect on the family dynamic and household, which may mean an inclination to the return of the extended family structure of the World War II era.

Highlights on media consumption

• Gap in print media consumption among boomers:
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.

• Internet the last thing to go for boomers:
Among all media services listed, boomers were least willing to give up the Internet, versus the top response of the 2008 survey indicating their cell phone. This is not surprising as the survey shows they now spend more time than ever online (a rapid increase in one year from 38% to 62%).

• Boomers catching up with Generation X on social networking:
The majority of Ikes and boomers have joined popular social networking site Facebook© within the last 6 months.

In interpreting all the responses about media consumption, they reflect the convergence of technology and content. 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. This may even indicate an increasing preference to access content this way. Also, these responses illustrate a seismic shift among older adults experimenting in the social media arena. This makes an inviting challenge to product marketers (beyond the platform networks themselves) as to how they will work to engage those users who are merely 'lurking' and not fully participating.