The COVID-19 pandemic has accelerated Gen X and Baby Boomers’ online engagement, making these cohorts more valuable than ever to digital marketers, according to recent research by GlobalWebIndex.

The report is based on data from GlobalWebIndex’s ongoing online survey of thousands of Internet users around the world.

Gen X and Baby Boomer consumers were quick to adapt to a wide variety of digital behaviors in 2020, the researchers found.

For example, the proportion of people across the world in both generations using financial apps, contactless payments, and online grocery services has increased significantly over the past year.

Mobile was the key to digital adoption

A key driver behind the adoption of digital platforms and services by Gen X and Boomers was mobility: the average time these consumers spend on mobile devices around the world increased from 2 hours and 29 minutes in the third quarter of 19 to 2 hours and 52 minutes in the second quarter of 20.

Gen Xers and Baby Boomers tend to be richer

Digitally savvy Gen Xers and baby boomers can be especially valuable to businesses because they tend to be richer: They are more likely to have higher incomes and savings than Millennials, and are more likely to own their homes.

About research: The report is based on data from GlobalWebIndex’s ongoing online survey of thousands of Internet users around the world.

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