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The segment of the population born before 1945, now
reaching the age 62 and older, is nearing 17 million in the United
States. While many believe the demographic is not online, or avoids
ads, the report, "Matures 62+ On the Internet: An Overlooked
Audience" released jointly by Focalyst and Dynamic Logicfinds the
group spends a collective three-quarters of a billion minutes a day
on the Internet, or an average 44 minutes per day individually.
Reach people with advertising on our
Online Magazines.
A large portion of the demographic, especially those under the
age 71, are online, and do more than check e-mail and share pictures
of their grandchildren. Here's a list of online activities, and the
percent of adults over the age of 62 who engage in each.
Search engines: 59 percent
Contact family and friends: 59 percent
Gather information: 47 percent
News/current events/weather: 43 percent
Travel planning/reservations: 41 percent
Health and health-related information: 38 percent
Exchange photos with family/friends: 33 percent
Finance/online banking: 24 percent
Paying bills: 23 percent
Single/multiple-player games: 21 percent
Investment/transactions: 17 percent
Education/training: 13 percent
There's almost no difference between age segments in terms of
motivation to buy. The study divides matures, boomers, and
generation X, Y, and Z by purchase intent, and finds matures to be
1.5 on a scale of 4, where both other groups are 1.4. The top of the
scale (4) represents the highest portion of people impacted by
online advertising.
Pharmaceutical and insurance advertising are identified as the
top categories where the 62 year-old and over market is most
engaged. It also identifies additional categories such as package
goods, travel, and entertainment, which includes movies, television
shows and games as viable categories for marketing to this
demographic segment.
The report uses MarketNorms data from Dynamic Logic, a marketing
effectiveness database of over 3,650 campaigns across more than a
dozen industries collected from over 5.5 million surveys.
The source of this article is ClickZ.com
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