NEW YORK: Baby boomers rely on each other for a plethora of product and service recommendations, according to a study released by Weber Shandwick.
The study by KRC Research found that of 502 boomers (Americans born between 1946 and 1964) six out of 10 are asked for their recommendations twice a week.
Of those people who were asked to recommend something in the past year, 89% advised their friends, or fellow boomers, the study found.
The telephone study also revealed that boomer-to-friend communications, as Weber Shandwick calls them, are circular, with nearly all boomers (93%) identifying their boomer friends as trusted sources of information.
Weber Shandwick's chief reputation strategist Dr. Leslie Gaines-Ross said there is surprisingly little study done on baby boomers and their direct communications, despite their impending purchasing heft.
"There is a [underestimation regarding] what a vital group they are," said Gaines-Ross.