Baby Boomers are a Major Force Online by Teresa Inge

In 2026, baby boomers are no longer casual users of digital platforms. They are active, intentional, and increasingly influential. This generation spends significant time online, controls substantial purchasing power, and engages with content differently than younger audiences.

Smartphone Usage

Raised on rotary phones, party lines, and memorized phone numbers, baby boomers see smartphones as practical tools for communication and information. They check their phones an average of 224 times a day, more than any other generation, using them for messages, news updates, and everyday tasks rather than spending long stretches glued to a screen. (reviews.org)

By comparison, Gen Z averages 4 hours and 6 minutes of smartphone use daily, often in longer scrolling sessions. (reviews.org)

Social Media Usage

Today, boomers scroll through their smartphones with the same enthusiasm they once brought to hanging out at the mall food court as teenagers.

They use platforms like Facebook and YouTube to stay connected with family and friends, engage with trusted brands, and watch longer-form content. In fact, 82.3% of U.S. baby boomers use at least one social media network in 2026 (awisee.com).

By contrast, Gen Z, often called "platform hoppers," favor TikTok, Instagram, and Snapchat. While boomers stick with familiar platforms, Gen Z moves between multiple short-form, trend-driven apps. On average, Gen Z spends 3.2 hours per day on social media, compared with 1.5 hours for baby boomers, highlighting their different approaches to online content and communities (SocialRails; Sociallyin).

Baby Boomers and Online Commerce

Baby boomers are strong online consumers. An estimated 11.3 million adults ages 55 to 64 and 10.8 million age 65 and older are expected to make purchases through social media, proving social commerce is not limited to younger generations. Their buying power is significant: 63% have a credit card, 39% made an online purchase within the last week, and 30% fall into a high-income bracket. (Awisee.com)

Trust remains a priority. In fact, 62% of boomers regret at least one impulse purchase influenced by social media, making credibility and transparency far more effective than high-pressure sales tactics. (Awisee.com)

As baby boomers continue embracing smartphones, social media, and online shopping, they are proving that digital engagement is no longer defined by age. From rotary phones to smartphones, they have adapted remarkably well. The message is clear: boomers are not just keeping up with the digital world, they are shaping it.