"Word-of-mouth: Boomers participate in viral or word-of-mouth marketing as much as or more than younger age groups. Ninety-three percent of respondents were very or somewhat likely to share product information or news with friends."

As the article states "this is a big surprise" I think not, but it does reaffirm that we use other human beings to help in making choices.  Why?  Probably less risk.  This is why brands go to all of the "trouble" of building brands.  Brand names build "trust."  Trust wins purchasing decisions.  Face to face is the fastest way to build trust or not build trust.  The only thing surprising in the research is that 93% of boomers will share product information.

They “Social Network” Their Own Way:

“The research clearly shows that boomers are not clamoring to social networking sites the same way younger generations are making new friends in today’s social media playground,” said ThirdAge CEO Sharon Whiteley.