In 2006 the first of the Baby Boomers, that generation of children born in the decade or so after the end of the Second World War, reached the age of 60. They changed the world in their youth and they will continue to do so in their old-age.
This is an innovating generation that all its life has reinvented and challenged existing ways of doing things. It is a wealthy generation being the first in history to inherit property from its parents on a widespread basis. It is also a tech-savvy generation that, unlike its parents uses the Internet, which it invented, using the personal computer (which it also invented), with ease.
The Baby Boomers see the internet as a part of everyday life; they are comfortable buying online and they have massive spending power to play with. Most of them are now using it every day and there is nothing to suggest that as they get old these habits will change.
The Baby Boomers are a force to be reckoned with because they are a demanding generation who know what they like and what they don’t like The cheapest is not the best for the baby boomers, and they expect good customer service.