Boomers and Social Media: Recipe for Retail White Papers?

According to a new E-Marketer report, Boomers and Social Media,“About 47% of online boomers maintain a profile on at least one social network, according to several sources. Their contacts include family, friends and co-workers of all ages.”

What does this have to do with white papers? Well, I think it has huge implications for retailers—especially in the alternative health market—and here’s why:

“49% of boomers said a purchase decision was influenced by an online review or recommendation on a retailer’s site…”

This statistic from the report caught my eye, because if wellness  retailers make sure they have educational and information-rich content on their websites (switch the name White Paper for Special Report or Guide), they can hit a home run with this market.  Boomers are inquisitive and information-hungry about products and services that can keep them healthy longer.  But most importantly, they actively share what they learn with friends and family—the number one reason they’re using social media to begin with.

While the report states that Boomers are slow to jump whole hog into social media, they’re very vocal about their experiences. This can be a boon to the savvy alternative health retailer who gives them what they want (in the form of well-written, informative reports or guides), and also nurtures that relationship via social media channels.

You can read a FREE synopsis of this report here: Baby Boomers and Social Media, and those with bigger budgets can download the entire report for just under $700.

What do you think? Is social media going significantly expand the use of white-paper-type reports in the retail realm? Do you think this has implications beyond the Boomer generation? Would love your thoughts.