Among internet users aged 60-65, TikTok is the fourth most-used social network behind Facebook, Instagram and X (formerly Twitter). But it’s the platform with the biggest increase.

According to the latest report from consumer platform GWI, the number of baby boomers – those born between 1946 and 1964 – using TikTok has increased by 57% since the second quarter of 2021.

And while this generation is becoming increasingly comfortable with this social network, its members are also picking up the same habits seen among Generation Z when following influencers.

The report points out that as their footprint on social networks expands, baby boomers are becoming more responsive to advertising and commercial content. In the United States, the number of people who say they follow influencers as a main reason for using social platforms has increased by 22% since Q2 2021.

In addition to signing up and becoming more active, the over-60s represent an undeniable asset for platforms looking for growth in the realm of online shopping.

According to the report, more baby boomers claim to have a credit card, at 63% versus 41% of Generation Z. They are also more likely to have purchased a product or service online in the past week (39% vs 35%).

With age also comes the advantage of being better paid: 30% of them claim to have a high income, compared with 21% of Gen Z. Their purchasing power is, therefore, high: 23% of baby boomers make this claim, versus only 8% of Gen Z.

Yet, for now, few brands are targeting this audience. Only 10% of baby boomers feel represented in the ads they see, which could explain why only 17% of those over 65 buy products after having seen them in an ad.

“Generally, the more represented people feel, the more responsive they are to advertising. This means there’s a strong business case for marketers to adapt the ways they speak to older audiences in the year ahead,” the report concludes.