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

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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.
 



 

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Nigeria’s Upstream Reform Program Captures 40% of Africa’s Final Investment Decision (FID) Activity After a Decade on the Margins

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A government three-year review documents how executive action under President Tinubu reversed a decade of upstream decline

JOHANNESBURG, South Africa, May 8, 2026/APO Group/ –Nigeria has gone from capturing 4% of Africa’s upstream final investment decisions (FIDs) to commanding 40% in two years, according to Nigeria’s Energy Sector Reforms 2023-2026: A Three-Year Review, published by the Office of the Special Adviser to the President on Energy and spearheaded by Special Adviser Olu Verheijen. The $50 billion project pipeline now in development beyond 2026 points to sustained capital commitment at a scale not seen in the Nigerian upstream for at least a decade.

 

Between 2014 and 2023, Nigeria was among the continent’s weakest performers for upstream FIDs despite holding 37.5 billion barrels of proven oil reserves, the second-largest endowment in Africa. Algeria captured 44% of African upstream FIDs during that period, Angola held 26%, while Nigeria trailed Mozambique, Ghana, Senegal and Namibia. In the third quarter of 2022, crude production briefly dropped below one million barrels per day, as years of underinvestment, pipeline vandalism and regulatory ambiguity compounded each other. However, reforms instituted by Nigeria’s President Bola Tinubu have dramatically turned this trend around. Through deliberate and coordinated steps, the government has reset the trajectory.

Addressing Fiscal Terms, Regulatory Scope and Contracting Speed

President Bola Tinubu’s administration moved simultaneously on fiscal terms and regulatory architecture. Policy directives in 2023 clarified the boundary of jurisdiction between the Nigerian Upstream Petroleum Regulatory Commission (NUPRC) and the Nigerian Midstream and Downstream Petroleum Regulatory Authority (NMDPRA), resolving an ambiguity that had complicated project sanctioning. Presidential Directive 40 introduced targeted tax incentives, and a separate Notice of Tax Incentives for Deep Offshore Production in 2024 was designed to draw international oil companies (IOCs) back into capital-intensive, long-cycle deepwater projects. The VAT Modification Order 2024 and Upstream Cost Efficiency Order 2025 addressed the cost structures that had rendered marginal projects uneconomic. NNPCL contracting timelines were compressed from 36 months to a maximum of six months.

Four Divestments Transferred Onshore Control to Indigenous Operators

In parallel, the administration deployed targeted security directives and accelerated ministerial consents for four IOC asset transfers. Renaissance acquired Shell’s onshore portfolio. Seplat Energy completed its acquisition of ExxonMobil’s Nigerian upstream interests. Oando took over from Agip, and Chappal acquired Equinor’s local assets. The four transactions totaled approximately $4 billion. The transfer of onshore and shallow-water blocks to indigenous operators contributed directly to production recovery. Output rose by approximately 400,000 barrels per day between 2023 and 2025 to reach 1.6 million barrels per day, the highest onshore production level in 20 years.

When a government rebuilds fiscal competitiveness and regulatory predictability at the same time, capital responds

Signed Projects Total $10 Billion, With a $50 Billion Pipeline Beyond

The reforms produced a concrete FID response from Shell and TotalEnergies. Shell Nigeria Exploration and Production Company (SNEPCo) sanctioned the $5 billion Bonga North deepwater development in December 2024 and committed a further $2 billion to the HI Non-Associated Gas (NAG) project. TotalEnergies and NNPCL took a joint FID on the $550 million Ubeta gas field development in June 2024.

Together those three commitments account for more than $10 billion in signed investment after a decade of near-zero sanctioning activity. The pipeline beyond 2026 spans a further $50 billion across 11 projects including Bonga South West, Owowo, Usan and Erha. Nigeria approved 28 field development plans valued at $18.2 billion in 2025 alone, targeting an estimated 1.4 billion barrels of reserves.

“When a government rebuilds fiscal competitiveness and regulatory predictability at the same time, capital responds,” said NJ Ayuk, Executive Chairman of the African Energy Chamber. “Nigeria has done both, and the FID numbers are concrete proof.”

The Counterfactual Illustrates How Much Was at Stake

The presentation includes a no-reform projection that puts the gains in context. Without intervention, total crude and condensate production was on track to fall from 1.371 million barrels of oil equivalent per day in 2022 to 579,000 by 2030. Under the reform trajectory, output reached 1.77 million barrels of oil equivalent per day in 2026, with a stated government target of 3 million barrels per day. Export gas utilization rose 39% over the same period, while domestic utilization grew by 7%.

The durability of these gains will be tested by two factors: whether the institutional architecture put in place under the Tinubu administration holds over the long term, and whether the deepwater commitments signed in 2024 and 2025 advance to execution on schedule. The project pipeline is large enough that partial delivery would still represent a generational shift in Nigeria’s upstream output profile.

 

Distributed by APO Group on behalf of African Energy Chamber.

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Angola Strengthens Global Investment Drive Across Oil, Gas and Mineral Resources

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With sweeping reforms across the extractive sector, Angola is entering a new phase defined by transparency, regulatory modernisation, value addition, and international partnership

LONDON, United Kingdom, May 8, 2026/APO Group/ –At a defining moment in Angola’s economic transformation, the Critical Minerals Africa Group (CMAG) (https://CMAGAfrica.com), together with the Government of Angola and the Ministry of Mineral Resources, Petroleum and Gas of the Republic of Angola (MIREMPET), will convene global investors, policymakers, and industry leaders in London for the Angola Oil, Gas & Mining Investment Conference on 14 May 2026.

 

More than a conference, this gathering represents a strategic international engagement at a time when Angola is actively reshaping its economic future and positioning itself as one of Africa’s most compelling destinations for long-term investment in natural resources, infrastructure, and industrial development.

With sweeping reforms across the extractive sector, Angola is entering a new phase defined by transparency, regulatory modernisation, value addition, and international partnership. The country’s leadership is sending a clear message to global markets: Angola is open for investment and ready to build transformational partnerships that support sustainable growth and economic diversification.

This is not simply about resource development, it is about building long-term industrial growth, strengthening energy and mineral supply chains, and shaping Angola’s future

The event will be headlined by H.E. Diamantino Azevedo, Minister for Mineral Resources, Oil and Gas of Angola, whose leadership since 2017 has been central to advancing Angola’s mineral and hydrocarbons agenda. Under his stewardship, Angola has accelerated institutional reform, strengthened governance frameworks, promoted private sector participation, and prioritised sustainable resource development.

As global demand intensifies for critical minerals, energy security, and resilient supply chains, Angola is uniquely positioned to become a strategic partner to international investors and industrial economies. The country’s vast untapped mineral wealth, significant oil and gas reserves, expanding infrastructure ambitions, and commitment to economic diversification present a rare investment window for global stakeholders.

Speaking ahead of the event, Veronica Bolton Smith, CEO of the Critical Minerals Africa Group said:

“Angola stands at a pivotal point in its national development. The reforms taking place across the country’s extractive sectors are creating unprecedented opportunities for responsible international investment and strategic partnership. This is not simply about resource development, it is about building long-term industrial growth, strengthening energy and mineral supply chains, and shaping Angola’s future as a globally competitive investment destination. We believe this moment represents one of the most important opportunities for international partners to engage with Angola’s leadership and participate in the country’s next chapter of economic transformation.”

The event is expected to attract a distinguished international audience, including sovereign representatives, institutional investors, mining and energy executives, infrastructure developers, development finance institutions, and strategic partners seeking direct engagement with Angola’s leadership.

Distributed by APO Group on behalf of Critical Minerals Africa Group (CMAG).

 

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The Islamic Development Bank (IsDB) Group Successfully Concludes Private Sector Roadshow in Baku

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Bringing together a diverse range of stakeholders, the Forum showcased IsDB Group services, activities, and initiatives across its 57 member countries, with particular emphasis on Azerbaijan

BAKU, Azerbaijan, May 7, 2026/APO Group/ –The Islamic Development Bank Group (IsDB) affiliates (www.IsDB.org) – namely the Islamic Corporation for the Insurance of Investment and Export Credit (ICIEC), the Islamic Corporation for the Development of the Private Sector (ICD), and the International Islamic Trade Finance Corporation (ITFC) – in cooperation with the Islamic Development Bank Group Business Forum (THIQAH), organized the “IsDB Group Private Sector Roadshow” in Baku, Azerbaijan, in close collaboration with the Ministry of Economy of the Republic of Azerbaijan and the Export and Investment Promotion Agency of the Republic of Azerbaijan (AZPROMO).

 

The high-profile event which took place on Thursday, 7th May 2026, at Azerbaijan’s Ministry of Economy, came as part of ongoing preparations for the upcoming IsDB Group Annual Meetings and Private Sector Forum (PSF 2026), scheduled to take place from 16 to 19 June 2026, under the high patronage of His Excellency President Ilham Aliyev, the President of the Republic of Azerbaijan.

 

Bringing together a diverse range of stakeholders, the Forum showcased IsDB Group services, activities, and initiatives across its 57 member countries, with particular emphasis on Azerbaijan. It highlighted the Group’s ongoing support for private sector development and its efforts to stimulate promising investment and trade opportunities in the Azerbaijani market.

 

The event also served as a unique opportunity inviting the audience to participate actively in IsDB Group Annual Meetings and the Private Sector Forum (PSF 2026). The program included panel discussions and specialized workshops on ways to enhance economic partnerships and the role of IsDB Group’s institutions in supporting the needs of member countries. The spectra of services, solutions and financial tools were also presented, including lines and modes of Islamic financing, trade finance and trade development solutions, corporate private sector financing, as well as risk mitigation solutions plus investment insurance and export credit insurance services.

 

Keynote speakers, in their speeches, underlined strong commitment to deepening engagement with the private sector and fostering meaningful partnerships that drive sustainable economic growth in light of the upcoming IsDB Group Annual Meetings in Baku, all to showcase integrated solutions especially in Islamic finance, trade, investment, and risk mitigation while working closely and collectively with private sector partners to unlock new opportunities, support innovation, and empower businesses contributing to inclusive and resilient development across IsDB Group member countries.

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

 

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