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A recent eMarketer report finds seniors are “Still Lukewarm on Web Activity,” noting use of the Internet, smart phones and social networks by those over 65 lags behind the total US population.

In 2012, for the first time, more than half of people over 65 were using the Internet. However they spend less time on the Web than other age groups. As the authors write “For media usage, TV is still the medium that matters most for seniors, far more so than for younger generations.”

This is no surprise to Creating Results. In June of 2012, we wrote,

“When it comes to influence on consumers, TV is still King. And when it comes to older consumers, Newspapers are the Queen …”

And in April of 2011,

“[W]hile social media marketing may appear to be the darling of the day, “old fashioned” TV and print continue to grab prospects by the wallet.  The effectiveness of television advertising is consistent across all ages – high numbers of Millennials, Baby Boomers and 65+ seniors report that it has an impact on their buying decision.  And the impact of magazine ads increases with age.”

The eMarketer report emphasizes the need for an integrated marketing strategy that helps you leverage the best vehicles for reaching seniors today — while at the same time preparing for future changes.

It’s easy to get distracted by the latest, buzzy tool. Digital marketing it is not a fad, of course, though the breathless media coverage will eventually cool down. You have to take the time to cull what’s hot from what’s not for YOUR audience.

About The Author

Erin Read

Erin Read spearheads integrated and digital marketing programs for organizations targeting mature consumers. She writes, researches and speaks about marketing to baby boomers and seniors. Erin has addressed local, regional, international conferences on generational marketing. She is the co-author of three national studies/eBooks (Photo Finish; Social, Silver Surfers 2010 & 2013) and the principal blogger for Mature Marketing Matters.

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