With the dust finally starting to settle from the dot-com debacle, companies are once again scrambling to target the digital divide in their marketing and communications. But
if you're trying to appeal to Baby Boomers - born between 1946-1964, and about 70 million-strong -- you probably want to stick with print. Preliminary data from the Pew Internet
and American Life Project says the older tech elite, or boomers aged 42 to 62, tend to be tech savvy, but at the end of the day fall back on traditional media.
For example, 44% of boomers go online for news on a typical day, but 60% pick up the newspaper. By comparison, 39% of the younger tech elite, aged 18 to 29, gets news online
and 42% read a newspaper.
The poll, which surveyed 1,677 Americans, also found that the older tech elite are less likely to buy things online compared with their younger counterparts. Just 9% of boomers
have paid for online content -- a hair above the average of 8% for all Web users -- while 13% of the young tech elite have paid for content.