Baby Boomers do online research prior to purchase.

A new eMarketer report examines the digital shopping habits of baby boomers in the US. While this cohort may see themselves as young at heart, their digital behavior is distinctly reflective of an older demographic. The desktop is where digital shopping and buying is conducted, not on a smartphone while shopping..

The good news is that in May 2013 polling for business technology consultant Infosys conducted byKRC Research, two-thirds of US internet users ages 50 to 69 agreed “strongly” with the statement, “When making a big or expensive purchase, I search online to compare prices across stores or retailers.”

The lesson is: A brand that targets boomers is apt to have the best luck reaching them in their pre-purchase planning stage at home, rather than at the last minute in a store. And when boomers do see a marketer’s message, it’s more likely to be on a roomy computer screen than on a small smartphone screen.

The take away is that the marketers may regard baby boomers as a market with money to spend, are you positioned to connect with this market when they search for your product category online?