Clicking with confidence: how Boomers are using digital to find their next home
This post draws on new research conducted by our partners, theEword, based on a survey of 1,000 UK residents aged 60-78 planning to purchase property within the next 12-18 months, supplemented by qualitative interviews with participants. Insights are interpreted through the Grey Matters lens as part of our ongoing collaboration exploring the evolving priorities of the Boomer market.
Today’s Boomers are far more digitally fluent than many assume. Building on research from our partners at theEword, this Grey Matters piece explores how the over-60s are using property portals, social media and online research to shape major life decisions. It also considers what this means for operators looking to build trust and connection in a digital-first market.
The connected generation
There’s a quiet revolution taking place among older homebuyers. While much of the property world still assumes Boomers rely on printed brochures or estate agent windows, the data tells a different story. Today’s over-60s are researching, scrolling, and searching online with as much confidence as their younger counterparts.
According to our partners at theEword, 87% of Boomers use property portals as their main search tool, 75% are active on Facebook, 60% use YouTube, and almost one in five browse TikTok. These aren’t casual users. Many are engaging with local communities online, exploring virtual tours, and using search engines to research new locations long before they speak to an agent.
This generation has quietly become one of the most digitally fluent segments of the property market. What began as tentative adoption during the pandemic has matured into confident, everyday digital behaviour. They may not describe themselves as tech-savvy, but their actions tell another story.
Search with purpose
TheEword’s data shows that Boomers approach digital tools pragmatically. For them, online search isn’t about novelty or entertainment. It’s about control. When respondents were asked where they start the buying process, nearly 70% said they begin with an online search, often combining property portals with location research on Google.
As one participant put it:
“The most interesting bit of research was using AI and asking, in terms of location, with these sorts of demands, ‘where would you recommend?’ It turned out to be much more useful than anything I’d read on property websites.”
There’s a deliberate, focused quality to their behaviour. Boomers are not endlessly browsing. They are gathering evidence, cross-referencing, and making informed decisions. In many ways, their digital maturity gives them an advantage. They take time, verify sources, and value credibility.
The social shift
Social media has become an unexpected but powerful part of this story. TheEword’s research found that nearly half of Boomers use social platforms as part of their property search. They watch video tours, read local reviews, and join community groups to get a feel for new areas.
“I’m on Facebook, WhatsApp groups, and the Nextdoor neighbourhood app,” said one participant. “If I want to know how to do something, I’ll just put it on my tablet and look it up on YouTube.”
This generation’s online life is highly social. Facebook remains dominant, but YouTube is valued for learning, and platforms like TikTok (X) are gaining traction. The idea that older buyers are resistant to social media simply doesn’t hold up. Many are using it as an extension of their offline networks: staying connected to friends, family, and communities while discovering new ones.
A question of trust
Even with strong digital confidence, there’s still a boundary around how Boomers use technology in major life decisions. When it comes to buying property, trust matters more than convenience. While they’re comfortable starting the process online, many prefer to speak to a person before making any commitment.
That balance between digital discovery and human reassurance is critical. It’s where many operators and marketers lose momentum. TheEword’s findings highlight that while Boomers are highly active online, they don’t always use social media to research developments directly. They still separate their social and transactional behaviours.
For later living operators, this means digital channels should be treated less as a sales funnel and more as a conversation starter. The goal is to build trust long before a sales interaction takes place. When that happens, digital confidence can become genuine brand confidence.
Lessons for operators and marketers
The insight from theEword’s research, paired with our Grey Matters qualitative work, points to a clear set of priorities for those communicating with this audience:
Lead with clarity. Boomers value straightforward, well-organised information. Websites and listings should be intuitive, factual, and easy to navigate on mobile devices.
Invest in credibility. Reviews, testimonials, and clear pricing all help build trust. Authenticity matters more than polish.
Use social media strategically. Platforms like Facebook and YouTube are valuable for storytelling, not just advertising. Community-based content performs better than promotional messaging.
Be consistent. Many older buyers take months, even years, to make a move. Regular, useful updates will keep brands visible and relevant throughout that journey.
The bigger picture
This generation has been online for decades, but the way they use technology has evolved. What began as curiosity has turned into confidence. They are selective, discerning, and digitally fluent in ways that many brands underestimate. The challenge now is to meet them where they already are: online, informed, and ready to engage.
For those shaping the next chapter of later living, this shift offers real opportunity. The brands that succeed will be those that combine human connection with digital credibility, and that respect Boomers not as late adopters, but as experienced users making deliberate choices.
Click here to read the full Downsizer Report (2025) from theEword.
About this partnership
This post is part of an ongoing collaboration between Boomer + beyond and our partners theEword, exploring the changing behaviours, motivations, and digital habits of the Boomer generation. It draws on The Downsizers Report (2025), a survey of 1,000 UK residents aged 60-78 planning to purchase property within the next 12-18 months, supplemented by qualitative interviews. Insights are further informed by Boomer + beyond’s Grey Matters qualitative research series, which examines how older adults are redefining what later life looks like, and what they expect from the homes they choose next.
source: the eword - The downsizers report (click to launch)