Read our new manifesto

Explore our new sections and topics

Boomers go digital: how consumer behaviour has changed in 2020

In a year of unprecedented change, Xandr, AT&T’s advertising company, in partnership with The Drum, has been monitoring the evolution of consumer behaviour towards the digital advertising industry. In this mini-series, we analyse the biggest changes we’ve seen this year and how they can bring about new opportunities for digital marketers as we head into a new year.

For this study, we interviewed three consumers across different generations to further understand how their engagement with technology and digital brands has changed this year. We have been discussing these trends with a panel of experts including Victoria Cook, partner at Mindshare, and Steve Hewett, VP at Capgemini Invent, to identify potential areas of growth that marketers should consider in order to achieve success in 2021. These spanned reaching a wider audience in the Baby Boomer generation, purpose beyond profit and elevating digital brand experience.

The first video in our mini-series looks at how the pandemic affected the Baby Boomer generation, specifically considering how their use of digital technology has increased under lockdown as a way of staying connected to loved ones. The video reveals areas where brands can bolster their digital offering to keep up with consumer demands, which have shifted throughout this period as users have flocked online to pass the increased number of hours they’re now spending at home. Xandr urged marketers to tap into this trend and find new opportunities for engaging consumers online. Watch the short video at the top of this article to find out more.

Watch part two of series which looks at the next trend we have identified - ‘purpose beyond profit’.

Watch part three of the series, looking at the final trend 'Experience matters' here.

For 'the big picture' with more detail on our three trends and our round-up video concluding this mini-series, click here.