Connect with us
Anglostratits

Business

Baby Boomers’ shift to digital content accelerates but brands are failing to keep up

Published

on

Baby Boomers

Over-55s globally will spend more than half (54.4%) of their media time online
Digital extensions of offline content channels see the fastest growth
Boomers’ social usage remains ‘appointment viewing’ taking 9% share of media time
Only 12% of Boomers say they feel ‘positive’ about advertising

WARC Global Advertising Trends: Baby Boomers’ big digital shift

9 October 2024 – Baby Boomers are the world’s wealthiest generation, however, brands are failing to keep up with their increasingly digital media habits, according to WARC Media’s latest Global Advertising Trends report, ‘Baby Boomers’ big digital shift’, released today.
 
Baby Boomers, defined for this report as adults born between 1946 and 1964, i.e. those aged between 60 and 78 today, do not spend ever-greater amounts of time on social platforms. Instead, older generations are switching from offline versions of content media to their online extensions – be it connected TV or online press.

This matters to marketers, because these formats are traded and measured differently, requiring a fresh approach to media planning.

Alex Brownsell, Head of Content, WARC Media, says: “Boomers are embracing digital content. While brands obsess over Gen Z, the affluent Baby Boomer generation is undergoing a media revolution. This requires advertisers to revisit long-held assumptions, and ensure digital media plans are tailored to older consumers’ increasingly unique habits.”

WARC’s Global Advertising Trends: ‘Baby Boomers’ big digital shift’ report, outlines key considerations for brands wanting to tap into this generation:

Baby Boomers’ shift to digital content accelerates:

In 2024, over-55s globally will spend more than half (54.4%) of their media time online

Marketers are in thrall to Gen Z. This may obscure substantial changes in media behaviour among older audiences.

Boomers’ media preferences are quickly evolving. According to GWI, in 2024, over-55s globally will spend more than half (54.4%) of their media time with online media – including digital components of traditional channels (e.g. connected TV, digital audio and online press) – up from 47.0% in 2020.

WARC Media compared media consumption behaviour among 45-54s a decade ago with today’s 55-64s – representing those born between 1959 and 1970. In 2013, less than a third (31.6%) of all media time was spent with digital channels; in a decade, that share has grown by more than 20 percentage points to 53% in 2023, propelled largely by behaviour changes brought on by COVID.

Paul Bland, Chief Digital Officer, Havas Media Network, says: “Media planners must ditch their habit of seeing Baby Boomers as living in a kind of media “statis”. If anything, older people are probably rising the most in terms of consumption of some of the most innovative digital properties around. It’s genuinely impacting the way we buy media as an agency.”

Social media remains appointment viewing for Boomers:

US consumption for 55-64s on social media is up 43.1% compared to TV streaming, up 195%

Baby Boomers are building digital media experiences distinct from younger audiences. While Baby Boomers are spending a little more time on social platforms, it remains a small part of their overall media habits.

By next year, 55-64s in the US are forecast to spend 93 daily average minutes with social media, per GWI, up 43.1% on the 65 minutes of consumption recorded among 45-54s in 2015. However, other areas of digital consumption are growing much faster: online TV streaming is up 195.0% over the same period, with Baby Boomers switching to Netflix and YouTube on their TV screens.

Facebook continues to be older consumers’ preferred network. According to YouGov, Baby Boomers make up the largest chunk (29%) of weekly Facebook users in the US, compared to only 9% of those accessing TikTok each week.

In the UK, social media consumption has largely plateaued among the 55+ audience, with average daily minutes falling from 58.3 in 2015 to 52.2 last year. Highly mobile-penetrated China leads on time spent with social media each day, but there too Baby Boomer usage has ebbed in recent years.

Baby Boomers are least receptive to advertising:

Only 12% globally feel ‘positive’ about advertising

Baby Boomers have the lowest average levels of ad receptivity in a cross-generation comparison. Only 12% globally say that they feel ‘positive’ about advertising, significantly below the 47% benchmark for all consumers.

Gonca Bubani, Global Thought Leadership Director – Media, Kantar, says: “Baby Boomers are generally just more negative about ads compared to the other generations we measured. As advertising receptivity goes up for everyone, they are on the lower end, and they remain there.”

Only 4.5% of Baby Boomers have downgraded to an advertising funded subscription video on demand (SVOD) tier on services like Netflix and Disney+, according to GWI, compared to more than a quarter (28.4%) of Gen Z respondents.

Rising advertising loads on TV have frustrated older audiences, but they appear more positive about newer social and video platforms, with TikTok ranked as their preferred option. This may be a result of having joined the app more recently and not experiencing it in its earlier, ad-lighter days.
 



 

Energy

Venezuela Energy Week Confirms 19 August Date for Houston Industry Showcase

Published

on

Officially supported by Venezuela’s Ministry of Hydrocarbons and national oil company PDVSA, the Houston Industry Showcase will take place on 19 August, convening U.S. energy leaders ahead of Venezuela Energy Week 2027 in Caracas

HOUSTON, United States of America, August 10, 2026/APO Group/ –The organizers of Venezuela Energy Week (VEW) have confirmed that the Houston Industry Showcase will take place on 19 August 2026 at The Post Oak Hotel. Officially supported by Venezuela’s Ministry of Hydrocarbons and national oil company PDVSA, the event will bring together U.S. energy companies, investors and policymakers to explore commercial opportunities ahead of Venezuela Energy Week 2027 in Caracas in February.

The showcase will feature Minister of Hydrocarbons Paula Henao as a keynote speaker, providing an update on Venezuela’s energy priorities, investment agenda and opportunities for international partnership. Her participation underscores the country’s commitment to strengthening engagement with global industry as it seeks to expand production and unlock new upstream investment.

Bringing together exploration and production companies, independent operators, oilfield service providers, engineering firms, technology companies and financial institutions, the Houston Industry Showcase will examine opportunities across exploration, production optimization, infrastructure rehabilitation and field development.

As Venezuela works to increase oil and gas production, demand is expected to grow for the technical expertise of U.S. service providers in drilling, well intervention, completion services, production optimization, artificial lift, digital oilfield technologies and infrastructure rehabilitation. Houston-based industry leaders – including SLB, Halliburton, Baker Hughes, Weatherford and a broad network of EPC contractors, equipment manufacturers and specialized service companies – are well positioned to support the modernization of mature fields, improve operational efficiency and deliver the technologies and services needed for future upstream projects.

The Houston event follows a successful Industry Showcase in London, which brought together international investors, operators and energy service companies to explore Venezuela’s evolving investment landscape. Building on that momentum, the Houston edition will deepen engagement with the U.S. energy industry and strengthen commercial dialogue ahead of Venezuela Energy Week 2027.

Venezuela Energy Week – the country’s largest energy investment platform to date – has been confirmed for 22–25 February 2027 in Caracas. Organized by Energy Capital & Power, the event will bring together government leaders, investors and industry stakeholders from across the global energy value chain.

To register for the Houston Industry Showcase on August 19, visit https://apo-opa.co/4g0TncR. To learn more about delegate, sponsorship and partnership opportunities for the showcase or to secure your place at Venezuela Energy Week 2027 in Caracas, contact info@venezuelaenergyweek.com.

Supporting Venezuela’s Earthquake Recovery
Our thoughts are with the people and communities affected by the recent earthquakes in Venezuela. As the country begins the long process of recovery, we encourage members of the global energy community to support relief and reconstruction efforts through the CAF Recovery and Reconstruction Fund for Venezuela, which channels contributions from individuals, companies and organizations to emergency assistance, essential services and long-term rebuilding efforts.

To learn more or make a contribution, please visit the CAF Recovery and Reconstruction Fund for Venezuela (https://apo-opa.co/4hkvteE).

Distributed by APO Group on behalf of Energy Capital & Power.

Continue Reading

Business

Islamic Development Bank Institute (IsDBI) Secures New Patent for Smart Stabilization System from Intellectual Property Office of Singapore

Published

on

IsDBI

The Smart Stabilization System is a pioneering digital market infrastructure designed to stabilize asset markets by intelligently managing supply-demand gaps and mitigating excessive volatility

JEDDAH, Saudi Arabia, August 10, 2026/APO Group/ –The Islamic Development Bank Institute (IsDBI) (https://IsDBInstitute.org) is pleased to announce that the Intellectual Property Office of Singapore (IPOS) has granted a new patent for its innovative Smart Stabilization System.

 

The patent was granted on 10 July 2026 under Singapore Patent No. 10202250873B for the invention titled “A Computer Network Stabilization System and Method.” The patent application was filed on 1 September 2022 and was formally granted following a comprehensive review process.

This achievement reflects our commitment to translating pioneering research into practical solutions that contribute to economic resilience and sustainable development

The Smart Stabilization System is a pioneering digital market infrastructure designed to stabilize asset markets by intelligently managing supply-demand gaps and mitigating excessive volatility. Leveraging sophisticated algorithms and advanced simulation models, the system is designed to anticipate supply and demand imbalances and implement programmable stabilization measures before they escalate into market disruptions.

Unlike traditional stabilization mechanisms that rely on capital reserves, buffer funds, or external interventions, the Smart Stabilization System introduces a next-generation framework for achieving autonomous market stabilization through proactive and programmed stabilization mechanisms. By incorporating distributed ledger technology and cryptographic trust mechanisms, the platform enhances transparency, trust, and operational resilience for digital asset and commodity markets.

The successful patent grant reflects IsDBI’s growing contribution to technological innovation and its commitment to developing knowledge-based solutions that address contemporary economic and development challenges.

Since filing the patent application back in 2022, the Institute has continued to advance the Smart Stabilization System through ongoing development and testing, aimed to expand its practical applications and support future capitalization opportunities. These advancements have positioned the system as a potentially transformative solution for enhancing stability and resilience in increasingly digital and interconnected economies.

Commenting on this occasion, Dr. Sami Al-Suwailem, Acting Director General of IsDBI, said, “The grant of this patent by the Intellectual Property Office of Singapore further strengthens the Institute’s position as a leader in developing innovative knowledge-based solutions that leverage modern technologies to address complex development challenges. This achievement reflects our commitment to translating pioneering research into practical solutions that contribute to economic resilience and sustainable development.”

Distributed by APO Group on behalf of Islamic Development Bank Institute (IsDBI).

Continue Reading

Business

Liberia to Preview Next Oil & Gas Licensing Round Strategy at Houston Investor Day

Published

on

The Liberia Petroleum Regulatory Authority will host operators, investors and partners in Houston on August 19 to preview future licensing opportunities and showcase the exploration potential of its offshore basins

HOUSTON, United States of America, August 7, 2026/APO Group/ –The Liberia Petroleum Regulatory Authority (LPRA) will present its strategy for the country’s next offshore licensing round at Liberia Investor Day Houston on August 19, bringing together international exploration companies, investors, service providers and energy leaders to discuss the next phase of Liberia’s upstream development.

Hosted in partnership with Energy Capital & Power, the event will provide a platform for the LPRA, led by Director General Hon. Marilyn T. Logan, to outline Liberia’s regulatory framework, investment priorities and plans to attract new participation across the country’s offshore sector. Discussions will focus on upcoming licensing opportunities, exploration prospects and the subsurface data supporting future investment decisions.

Liberia’s offshore sector is entering a new phase of exploration activity, with renewed international participation and a growing pipeline of opportunities. Following the award and ratification of eight Production Sharing Contracts in 2025, Liberia has re-established itself as a frontier exploration destination, with international operators advancing work programs designed to further evaluate the country’s petroleum potential. TotalEnergies is progressing exploration activities that include offshore geochemical surveys, 3D seismic acquisition and seabed mapping, while Oranto Petroleum has also signed contracts to explore Liberia’s offshore.

At the Liberia Investor Day Houston, the LPRA will provide industry stakeholders with insight into the priorities shaping the next licensing round, including the anticipated process, qualification requirements, available acreage and access to technical data. The engagement will give prospective investors a clearer view of Liberia’s exploration landscape and the opportunities emerging across its offshore basins.

The event will also facilitate direct dialogue between LPRA and the global upstream community, connecting companies with policymakers and industry stakeholders involved in shaping Liberia’s next chapter of petroleum development.

As exploration companies continue to seek new frontier opportunities, Liberia Investor Day Houston will highlight the role of regulatory certainty, data availability and strategic partnerships in unlocking long-term investment across Liberia’s offshore sector.

Registration is now open for attendees. Companies interested in Liberia’s emerging offshore opportunities are invited to join LPRA, investors and upstream leaders in Houston for insights into the country’s licensing strategy and exploration outlook. For more information contact info@energycapitalpower.com.

Distributed by APO Group on behalf of Energy Capital & Power.

 

Continue Reading

Trending