Perion Network reported that tablet use is growing among older Americans, placing a strong focus on web content marketing targeted at Baby Boomers.

A report from Perion Network said that Americans of the Baby Boomer generation are adopting more technology now than ever before, despite initial reluctance to do so. More than 88 percent of respondents said they’re typically slow to jump on new technological trends, but 84.8 percent said they will make new additions to their technology arsenal when it improves their current lifestyles, and content marketers should note that older Americans are buying tablets to keep up with the latest news and information.

As more Americans adopt new technology, marketers have even more motivation to include older generations as targets in their web campaigns. According to report, Americans over the age of 45 are especially active in the burgeoning tablet market. While younger generations represented the first wave of adopters, Baby Boomers have become more active recently.

Moreover, Brafton recently reported that 94 percent of tablet owners said they mainly use their devices to take in content across the web. Creating content marketing campaigns targeted at different generations can help companies boost lead generation, and, as more people connect to the internet more often from multiple devices, the chance to engage and convert these consumers grows.

“Tablets are easy to use and functional, so Boomers, who are traditionally late adopters of technology, are among the early users,” Adam Goodvach, director of customer insights for Perion, said in a release.

Moreover, the mobile web’s capability has increased to such an extent that consumers are using it for an expanding series of tasks. Highlighting a study from Pew, Brafton reported that many Americans now use the mobile web as often as they access the internet from a desktop or laptop computer. 

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.