Baby Boomers, Silver Surfers and Retail Advertising
Five articles on how to adjust your retail marketing and advertising campaigns to the baby boomer and over-60 demographics:
Posted by Universal Ad
- Tailoring Ads to Aging Boomers - While past generations were known for entrenched habits, frugality and
sedentary lifestyles, today's consumers in their 60s, 70s and 80s are
showing a willingness to travel, dine out and adopt new technologies.
That's why the advertising world is changing their approach on how to
reach older consumers, particularly as more and more baby boomers enter
the upper bracket.
- Don’t You Dare Call Them “Old” - Baby boomers are diverse, notoriously difficult to pigeonhole and sometimes overlooked by marketers, who are generally more interested in catering to younger and more active consumers of goods, services and media. But boomers wield enormous economic clout and are increasingly turning to online and mobile channels for a wide variety of needs, including e-commerce, financial services, travel, entertainment, health and wellness information, news and user-generated content.
- Boomers and Matures Mix Media Usage - The Web surfing habits of boomers and over-60s are
more firmly rooted in traditional media than those of their younger
counterparts. 67% of boomers visited sites after seeing ads
on TV or in print. Matures, those between 61 and 75, were just as
likely to be driven to the Web by print ads and less likely by TV ads. Boomers were the most likely group to choose newspapers, broadcast TV
or magazines as their main source of information.
- Potential Remains For Exploitation Of Boomer Market - Baby Boomers are using
computers and the Internet for e-mail, shopping and searching for
information, particularly for health-related information. In addition,
about 50% of Boomers are using their computers to play games and
download pictures.The primary difference between Boomers' computer use and that of younger generations involves social networking.
- Selling to Silver Surfers - The teen and twenty-something market may get more attention from advertisers, marketers and the press, but the demographic with the most potential growth and opportunity for e-commerce businesses is adults aged 65 and up and their Baby Boomer children and/or caregivers. While estimates vary, there are now more than 10 million older adults surfing the Internet, looking for information, products and services targeted just for them — and analysts expect that number to soar as the Internet-savvy U.S. population continues to age.
Posted by Universal Ad
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