Although influentials only make up 10 percent of the population, they can be found online. Here's what the research and experts have to say about reaching this group.

Question:
We are very interested in reaching influencers in the Boomer generation. How does one reach the influencers in this demographic group?

Answer:
Ah, the influencers or "influentials" -- the people whom friends, family and acquaintances turn to for information about what to buy, what to read, how to invest and how to vote. They are thusly named because they are the conduits who, by word of mouth, are spreading information and influencing everyone else.

Research by The Washington Post indicates that the best place to reach the influentials -- which the Post defines as 10 percent of the population shaping the attitudes and behaviors of the other 90 percent -- is online.

The Post's research found that influentials spend more time using the internet than any other media during the week, and they turn to the internet as their top media source to research places to visit and what to buy, and as second to only newspapers for political news and information.

The influentials themselves recommend that advertisers use the internet, along with newspapers, to reach them.

That said, the internet is a big place. Where are the Boomer influentials?

That depends on what Boomers you're talking about. The Boomer generation spans from ages 43 to 62, and encompasses the newly retired, working professionals, stay-at-home moms, grandpas… you name it.

According to Pew Internet & American Life Project, among those between the ages of 50 and 64, nearly 70 percent use the web. The number is no doubt higher for those between 43 and 50.

In general, according to Jere Doyle, president & CEO of Prospectiv, a provider of online customer acquisition solutions, Boomers use the internet extensively for researching information about products, health, fitness, travel and finances. It stands to reason that influential Boomers can be found on sites offering up information on these topics.

Research from Doyle's company also indicates that email newsletters are a favored way for people in this group to receive product information and savings offers from brands, followed by branded websites and online communities/forums.

But online communities -- social network sites, blogs and social shopping sites -- are increasing in importance to this group, enabling the influencers to post product reviews and opinions and influence others.

Case in point: mid-year last year, Facebook founder Mark Zuckerberg revealed that since opening registration of his site to the public in late 2006, 50 percent of its user base now falls into the non-student category.

And the Boomer set is frequenting social sites specifically geared toward them as well. John Gray, VP of interactive marketing at Enlighten, reported in his article "Social media: not just for kids," that Eons.com, a social network focused on "Lovin' life on the flip side of 50," boasts an audience of one million users and growing. Users on the site average more than 15 minutes per session.

Boomers increasingly are blogging as well, sharing their views, opinions and experiences with products and services. According to the Post study, two thirds of online influencers either are asked for or forward advice and information about products and services to people they know. According to Doyle, other research shows that influencers who post product reviews online are likely to post up to 10 reviews per year.

Stats compiled by eMarketer reveal that 70 percent of all online shoppers find such online reviews extremely or very important factors in their decision-making process.

If anyone else has strategies to share about how to reach this group, please add them to comments below.

And send me your questions -- yours might get featured in the next Dear Dawn!

Dawn Anfuso is senior editor.