To learn more about baby boomers' technology attitudes and expectations, Microsoft and AARP sponsored a series of focus group-like discussions with boomers in four U.S. cities—San Francisco, Phoenix, Chicago and New York. They hired author and futurist Michael Rogers to lead those sessions, evaluate information, and share his insights into how baby boomers are influencing future of technology. Reflecting on new research by Microsoft and AARP, Rogers says: "When people think of technology influencers, they tend to think of millennials—people now in their teens and 20s—and most technology companies take same view. Not much attention's paid to baby boomers—a very large generation that adopts a lot of technology, controls 50% of discretionary spending in US, and’ll outspend younger adults by $1 trillion in 2010. So we felt it was important to really understand the attitudes and inclinations of that generation, and our research produced some surprising results."
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