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Mature Marketing Links of the Week – Social Media Marketing Failure

Monday, October 6th, 2014

October: changing leaves, carving pumpkins, discovering you’re half-way through the bag of candy you bought for Halloween … Time to drop the peanut butter cup and read on for the top mature marketing links for the first week of this new month.

1. MOST SHARED: The “Ten Commandments for Social Media Failure.” Want to avoid socnet #failures? Take a look at the the ten ways marketers guarantee such problems, as described by Tania Yuki of Shareablee. Yuki’s excellent list ranges from treating social media marketing “as a magical ATM” to not measuring results to focusing on the number of followers/fans over more meaningful numbers such as conversions.

Here’s one sure-fire way to fail that we see all-too-frequently in 50+ marketing. As Yuki writes:

“Delegate social media only to the young — and then don’t support them

After all, if you can eat a pizza, you can make a pizza, so it makes sense to give social media over to the digital natives. Any one of them will do. They grew up on Facebook so they will know how to market your 100-year-old brand without any training, guidelines, or strategy. A no-rules policy inspires creativity and honesty, leading to gems like this.

And if you can’t hand social over to a Millennial, you can just make it someone’s second job and see what happens. How much time could social media require, anyway? It’s not like there’s over a billion people on it or anything.”

We’ve seen clients greatly improve results after investing in social media training for ALL team members, or at a minimum all leadership team members. Education leads to early buy-in, ongoing enthusiasm and more effective storytelling that drives to business goals.

Read the article in iMedia Connection: http://bit.ly/1n9KOz8

2. MOST CLICKED: This interactive chart shows traditional TV viewing is trending down for cohorts, but slightly up for baby boomers and seniors (seen in a gradual up-and-to-the-right slope). http://bit.ly/1vH0skZ

Chart - active users top social platforms facebook instagram twitter

Source: TechCrunch

We included that chart in a post last week on TV viewing and older consumers. A related link also got a high number of click-throughs: it was to a November 2013 post with stats on the use of buzzed-about marketing channels such as Instagram and Snapchat (http://bit.ly/1mLbypj)

This led us to wonder if the age gap on Instagram was narrowing at all. Instagram’s user base has grown to about 200 million. (Compare to Pinterest at 70 million and Facebook at 1.37 billion registered users, per Craig Smith at Digital Marketing Ramblings.)

In March of 2014, eMarketer reported that 69% of Instagram users were between 18 and 44. They project that 200,000 65+ seniors will use the service this year vs. 20+ million 18-34 year olds. And by 2016, that number of senior uses will grow to 800,000 while the number of 18-34 year old users will grow to 24+ million.

So while Instagram shouldn’t be overlooked and the service does continue to grow, it wouldn’t be our first choice for marketing to baby boomers and seniors.

3. Also of note:

* Even though 53% of boomers plan to leave New York City on retirement, by 2035 1 in 5 residents will be over 65, via The Epoch Times: http://bit.ly/1yHdKU7

* 8 simple ways you can use old fashioned Marketing Tactics to build your email marketing list, by Lorraine Ball: http://bit.ly/1sZrzL7

(If we may be so bold to add a #9: check out this case study and call Creating Results.)

* Stats That Prove Content Marketing Increases Lead Generation, Sales, and ROI, via SmartBug Media: http://bit.ly/1EksdFZ

Mature Marketing Links of the Week – Class In Session

Monday, August 25th, 2014

Around the US, many elementary and secondary education kids are going back to school this week. Seemed an appropriate theme for this week’s round-up of links and resources for mature marketing “kids”!

ELDER logo1. MOST CLICKED: Todd Harff and I are thrilled to be teaching a course for Lasell College: Developing a Mature Consumer Strategy. Designed for professionals in elder services, the class will cover the fundamentals of strategic marketing so that emerging leaders can understand and support organizational marketing efforts. 

The course is offered through the new E.L.D.E.R. certificate program at Lasell. E.L.D.E.R. features eldercare and 50+ market experts from retirement communities, day health, adult learning and more teaching alongside Lasell’s excellent faculty. The result is a variety of unique management learning experiences, and Creating Results is proud to be a part of this initiative.

Find out more: http://bit.ly/1ntoElT

2. Several people clicked through to read what LifeHealthPro, an online resource for life and health insurance providers, suggested in its educational post called “5 Ways to Sell to Seniors.” Their tips include:

- Differentiate yourself online - agreed! (Insights for doing so: http://amzn.to/HSH0yD)

- Be patient, not pushy – agreed!

- Be an educator – agreed! (Our thoughts on baby boomers & lifelong learning: http://bit.ly/1soJxla)

I like to participate in classes, so I cheekily suggested a 6th way to sell to seniors: skip those tired, stock photos. (The article had a few, sadly.)

Read the item in LifeHealthPro: http://bit.ly/1p5m312

3. MOST SHARED: It never fails. At the end of a week, the tweets that are most frequently retweeted or favorited (another way of sharing with your followers) are those in which we thank people! We express our gratitude to someone for becoming a follower, or for sharing one of our posts, or for sharing great content … and they will RT or favorite that item.

What lesson can you learn from the behavior of this class?

Never underestimate the power of a “thank you.” Especially with Silent Generation seniors, who were raised in an era where manners mattered. Do your sales and marketing team members thank folks for their time? For their referrals? For attending an event? For considering your brand  (even if they didn’t purchase)?

In The Cluetrain Manifesto, thesis #2 is that “Markets consist of human beings, not demographic sectors.” A “thank you” is a great way to connect with the humans your brand wants to motivate.

thank you blog post

How frequently does your brand say “thank you,” on- and offline?

 

With that, I want to THANK YOU for subscribing to this blog! Happy Monday!

Mature Marketing Links of the Week: Technology & Boomer Migration

Monday, April 28th, 2014

Happy Monday! Here is a recap of the top mature marketing news and reports that had people talking.

MOST SHARED

A study released in early April entitled Older Adults and Technology Use  by the  Pew Research Center that had many people sharing last week.  The study, and associated article,  focuses not just on general boomer and senior technology usage, but how it varies by age bracket within the overall 65 and better population. In general, seniors overall adaption of technology continues to increase, especially among the younger, more affluent boomers.

Key take-aways:Mature Marketing Links of the Week- Senior Technology Usage

*  6 in 10 seniors are online: 59% of seniors are online and 77% have a cell phone, both increasing from similar studies conducted in 2012:

But despite these gains, seniors continue to lag behind younger Americans when it comes to tech adoption. And many seniors remain largely unattached from online and mobile life—41% do not use the internet at all, 53% do not have broadband access at home, and 23% do not use cell phones.

*  Younger, more educated seniors use internet at rates exceeding general population usage:  82% of seniors with an annual income of $75,000 or more go online, while just 39% of seniors earning less than $30,000  go online.

*  Hurdles to technology usage among older seniors includes physical challenges, difficulty in learning new technology and  overall skepticism.

Around two in five seniors indicate that they have a “physical or health condition that makes reading difficult or challenging” or a “disability, handicap, or chronic disease that prevents them from fully participating in many common daily activities”. This group is significantly less likely than seniors who do not face these physical challenges to go online (49% vs. 66%), to have broadband at home (38% vs. 53%), and to own most major digital devices.

*  Once seniors begin utilizing technology (and have a positive attitude about it) they make it a habit to use regularly.

The article goes on to detail social media usage among boomers and beyond, a topic that Creating Results has researched thoroughly within our Social, Silver Surfer research.

Click here for the full article. 

RELATED: Pew Report Shows Gains in Technology Adoption by Older People & Older Adults and Technology: Two Groups of Seniors Emerge

MOST CLICKED

An article within the Star Tribune entitled Where the Boomers Are generated a lot of interest…and clicks.  As they retire , boomers aren’t wooed just by maintenance-free living or one level floorplans and amenities – the location of the community plays a large part in driving the decision. And while for many urban living with all the trappings is the most appealing, many boomers are opting for a more suburban way of life.

But these newly-minted city folk have a country cousin counterpart — people who still want single-family homes and their own patch of green space, who may be sick of shoveling but aren’t ready to give up gardening.

Regardless of the locale, knowing what motivates your prospects is key to differentiating yourself and your community.

Read the full article.

 

Pew Report Shows Gains in Technology Adoption by Older People

Thursday, April 24th, 2014

Yesterday we shared four facts from a new Pew Research Center report on technology adoption by older people, specifically Americans over the age of 65. It was a story of Internet haves and have nots, as younger, more affluent seniors dive into the web while older, lower-income elders remain disconnected.

Overall, though, there has been significant, positive movement when it comes to seniors online. Here are a few nuggets from the new Pew report, and from Creating Results’ own national survey of Social, Silver Surfers.

1. 6 in 10 Seniors are Now OnlineChart - internet users by age group; daily online usage - Pew Internet Project

Per Pew, there has been a large jump in the use of the Internet by all seniors, rising six percentage points in one year. Now 59% of all Americans over 65 go online.

This is especially significant when you consider the physical challenges aging often imposes on seniors, making it hard to use digital devices. And considering the fact that most elders say they would need assistance to begin using this technology.

“Just 18% would feel comfortable learning to use a new technology device such as a smartphone or tablet on their own, while 77% indicate they would need someone to help walk them through the process. And among seniors who go online but do not currently use social networking sites such as Facebook or Twitter, 56% would need assistance if they wanted to use these sites to connect with friends or family members.”

Action Step: Helping elders get connected or comfortable with technology can be a marketing tool.

Consider hosting a Senior Tech Rally program, as  many active adult and senior living communities have. Or offer space in your clubhouse for ongoing classes run by a local organization. Seniors from throughout the area can sample the lifestyle you offer at an event that isn’t sales-y, promoting greater trust, appreciation and lead capture.

Remember that some 50+ers are already super-savvy with tech, and if they live in your community you should tap into their enthusiasm. That’s what Traditions of America at Silver Spring did. The 55+ lifestyle community has neighbors teaching neighbors — classes are “sold out”!

2. Social Online = Social Everywhere

I was struck by Pew’s finding that while only 46% of online seniors (27% of all American seniors) use social networking sites, those who do are more engaged in all social avenues. 81% of older online social networkers say they are socializing with others by phone, in person or … yes … online on a daily/near-daily basis.

Isolation among elders is a big issue, with serious health implications. Other studies have found that Internet use can reduce rates of depression in elders. Yet another reason for caregivers, family members and housing operators to encourage Internet adoption.

Our own research found an increase in online social networking activity from 2010 (when we first surveyed 40+ Americans) to 2013, as this chart illustrates.

Table - social networking activity level by generation; changes since 2010

3. Social Everywhere Isn’t Really Everywhere

Pew didn’t put it this way, but I will: If 27% of Americans over 65 are online AND using social networking sites, that means 73% are not.

And you won’t find them on Twitter. Only 6% of online 65+ers use the platform (which works out to 3% of all US 65+ers).

Action Step: Encourage social networking use and promote your own social platforms to homeowners, residents, prospects and influencers. Just be realistic about your expectations. As our Social, Silver Surfers research revealed, very few people of any age go on Facebook et al seeking to become engaged with brands.

4. Adoption of Mobile Devices by Seniors Up, Yet Still Lagging

While cellphone adoption still trails the general population (77% of seniors own one, vs. 91% of all Americans) there have been gains. Now, Pew reports, more than half of seniors in every subcategory own a cell, including 61% of those 80+.

Note that this is cellphone ownership, not smartphone ownership Pew is talking about. While 55% of American adults own smartphones, only 18% of those over 65 do. Those who are 65-74 years old are more likely to be smartphone users than those over 75.

Seniors are more likely to own e-readers or tablets than smartphones. 18% of them own a Kindle, Nook, or similar e-reader device, compared 24% of all US adults. 18% of seniors own a tablet computer, compared to 34% of all US adults.

Those with higher levels of education or income are also more likely to own cellphones, smartphones or tablets/e-readers.

Action Step: Start thinking about, testing and perhaps re-designing your emails and website for better mobile experience. Because whether older people are using desktops, smartphones or tablets, they’re more connected than ever and their expectations are rising.

PREVIOUS: Older Adults and Technology – Two Groups of Seniors Emerge

RELATED: Where ARE these senior social networkers? This January 2014 post has the answer.

 

What do YOU think? Did you read the Pew report? Will you be taking any actions based on these new insights into technology adoption?

Will Facebook Paper Reach the Doorsteps of Baby Boomers and Seniors?

Tuesday, April 8th, 2014

What is Facebook Paper, and why should those marketing to Baby Boomers and seniors care? Facebook Paper is the social network giant’s newest way of delivering content and putting its stamp on the digital world. But it’s not just about providing you with the newest way to reach your personal social newsfeed. Facebook Paper allows you to connect and read all news that is important to you.

I recently began using Facebook Paper and I found it quite intuitive and super-sleek. I have enjoyed it so much that I vowed to never go back to using “regular” Facebook again. If you’re interested in seeing how it works, they’ve created this 2-minute introductory video on how it works.

In the segment, you see there is a subtle nod to the fact that they would like for this to replace your daily newspaper. Or at least that’s what they are hoping. Facebook created the app (only available to IPhone users) to continue to be not only the leading social network, but to chip away at online news sources. Paper combines the two into a one-stop shop.

You not only get to connect with your friends, old and new, but you can select other topics to view. Choose from such areas as “Headlines” (top news), “Score” (sports), “Flavor” (food topics) and “Cute” (all the kittens and puppies you can handle). Customizable, relevant news plus your social network – an ideal for most people in this fast-paced world we live in today.

But the question remains, will Facebook Paper be something the older generation will download?

Will Baby Boomers adopt Facebook Paper?

Creating Results’ 2013 Social, Silver Surfers study found that, despite the fact that social networking activity by older adults has grown in the past 3 years, there is still reluctance to adopt social amongst the older generations.

Chart -social networking activity level by age group - baby boomers, seniors

Most think it’s a waste of time, or it’s too commercial, or it’s a breach of their privacy. So, now that Facebook has taken a more grown-up approach with Paper, will that change the perception of social networking in seniors? Will they even consider the app given the stigma that Facebook has in their minds? Only time will tell, but our guess is that as with its predecessor, seniors and boomers will likely be late adopters to Paper if at all.

How Facebook Paper affects the way we market to Baby Boomers

Short answer: it shouldn’t.

If your business is already on Facebook and attracting the 50+ audience, then there’s nothing you need to change. The information you put on Facebook will automatically be put onto Facebook Paper. There is no need to make additional posts in one place versus the other.

Currently, Facebook Paper is only available to those with iPhones. It has not trickled to those with iPads or for Android users. And while Mobile and Tablet users among the older generations has increased (some as much as 117% in the last year, as seen with our client North Hill), the dominant way for your prospects viewing you online is still via their desktop (more than 75%). Therefore, the chances that your older audience is using Facebook Paper are quite limited at this stage.

What’s all the hype?

If you hadn’t heard about Facebook Paper before today, you’re actually not alone. Facebook Paper is a very new app (released in February 2014), so it hasn’t had much time to gain users and awareness. Just 4% of mobile users said they have downloaded Facebook Paper already. Another 10% said they know what it is. 11% said they have heard of Facebook Paper but don’t exactly know what it is. And 76% of mobile users said they have never even heard of Facebook Paper.

Therefore, while it’s a very intuitive and sleekly designed application, we at Creating Results do not see boomers and seniors trading in their New York Times subscriptions just yet. (Print is still a very valuable medium to Baby Boomers.) Nor do we even envision them seeing the need to combine their online news sources with their social networks.

Tell us, have you downloaded Facebook Paper yet? Do you think older generations will jump in? Share your comments with us.

Mature Marketing Links of the Week – Personal Data, Public Appeals

Monday, March 31st, 2014

March whipped by. April is only one day away. Could the mythical season called “Spring” be far behind?

We won’t delay when it comes to rounding up the top mature marketing links. Based on clicks, tweets, favorites and other shares, here’s what caught the attention of the 50+ marketing crowd last week.

1. MOST CLICKED: Mintel found that baby boomers are less likely to share their personal data with marketers than Millennials. The younger set is twice as likely to share phone numbers and credit scores, and three times as likely to share their social media profile. And if marketers think they can bribe incentivize consumers to get that data, they’ll find older targets are more resistant.

Chart - comparing willingness of boomers, millennials to share information with marketers

Read more highlights from the Mintel study here: http://bit.ly/1dHwiKz

RELATED: Our 2013 Social, Silver Surfers study showed clearly that older adults want to draw a firmer line between personal and public. 40% of all respondents over 40 years old said they had concerns about oversharing and/or the security of their information.

Chart - what older adults like least about social networking

 

Buy the eBook and gain actionable insights for overcoming objections: http://amzn.to/HSH0yD

2. MOST SHARED: Realtors are one group that must make personal connections work for a public effort — selling homes. Michael Harris-Arzon shared his tips on WHEN Realtors should post to social networking sites to capture the most eyeballs.

Read the post: http://bit.ly/1feaOmA

3. Also of note:

* Better Homes & Gardens released data that contradicts studies by National Association of Home Builders (NAHB), AARP and others. The magazine claims that the majority of baby boomers DO intend to move for retirement. In fact, “more than a quarter, or 27% said they would most likely move to a traditional retirement community such as a 55+ exclusive neighborhood.”

As Todd Harff wrote on this blog in 2010,

“Creating Results has spent more than 15 years of marketing real estate to older, more affluent homebuyers, including a large number of premier active adult communities. What we have found is that – absent the high cost of living states and escape from urban areas – only a small percentage of people are willing to move more than 100 miles. Most people don’t want to move at all and would prefer to age in place.”

Creating Results has now been helping 50+ housing clients reach their goals for 19 years. We have marketed 114 age-qualified communities in 15 states and Mexico, helped to motivate roughly 15,000 people to move.

We would agree with the magazine’s research team that an improving housing market would have more boomers considering moves. But we’d caution against building traditional retirement communities for a very untraditional cohort, as the public appeal of private enclaves has been diminishing.

Read a summary of the BHG research: http://bit.ly/1i7Qcey

RELATED: Baby Boomer Housing Trends, explored at a 2013 Urban Land Institute conference http://bit.ly/18wQUSM

* Shameless plug alert! Creating Results is honored to be nominated by SeniorHomes.com as the Best Sales and Marketing Consultants. Votes from readers of this blog will help us advance to the next round. We’d appreciate your consideration and a 5-second vote: http://bit.ly/1mEQyyY.

Thank you!

Mature Marketing Links of the Week – Email + Social, Millennials at Home

Tuesday, February 18th, 2014

What boomer and senior marketing resources captured the most clicks, shares and conversation last week? Read on for our regular links round-up.

1. MOST CLICKED: Did you know that an old channel (email) can help you be more effective with a new channel (social)? Chris Penn explains how:

Facebook and Twitter “can accept an upload of email addresses from your existing email marketing platform or CRM… With these new advertising platforms, your email list is now at the heart of your retargeting abilities. With your email house list, you can now reach people in multiple, different channels to make sure they see the important stuff.”

Learn six ways to use Twitter’s Tailored Audienceshttp://bit.ly/N2Uydi

Learn 10 ways to use Facebook’s Custom Audienceshttp://bit.ly/1f67hYH

2. MOST SHARED: Will Millennials change the home marketplace? A Better Homes & Gardens survey claims they will. However, after more than a decade marketing active adult housing, Creating Results can’t help but noticing most of the Millennial demands are just like mom and dad’s.

  • Per BHG, “Millennials are swarming into the home marketplace armed with information, ideas and a passionate desire for personalization.” Hard to believe any age group could do more research than Baby Boomers, and the generation’s desire for experiences and products customized just for them is legendary.
  • Per BHG, Millennials want work spaces in their home for office and crafts work. Just like the most popular floor plans at senior living and 50+ housing communities …
  • Per BHG, Millennials will consider children in their decor choices. Well, there we part ways. Boomers typically consider themselves, their adult children AND aging parents when kitting out their homes.

Read the press release on the survey: http://bit.ly/1hpEkce

And do share your comments below!

Mature Marketing Quick Facts3. Also of note: More than 50 people clicked from our latest Mature Marketing “Quick Facts” quarterly email to find out what social networks boomers and seniors are using now. Another 40+ clicked to learn more about content marketing.

Read the eNewsletter: http://bit.ly/1kO1r0r

Subscribe, and be among the first to get Quick Facts by email: http://eepurl.com/DewP

 

Mature Marketing Links of the Week – A smattering of digital

Monday, January 13th, 2014

Our regular mature marketing links round-up this week features a smattering of data, thought-pieces and tips all related to the digital space. Is it a sign of the continually growing use of technology by older adults? Or a sign that marketers and businesses are finally looking past stereotypes about this group?

Either way, on with the links!

1. MOST SHARED: On which social networking platforms will you find baby boomers and seniors? We share data from two sources — the Pew Internet & American Life Project’s latest report and Creating Results’ Social, Silver Surfers national study.Chart - percentage of online adults by age group using facebook, twitter, instagram, pinterest and linked in

Read the post:  http://bit.ly/KV4og8

2. CLICKITY, CLICKS:

* 5 ways to heat up tech sales to seniors: http://bit.ly/1lUQoBH

I’d say these same recommendations – Make it Fun, Tailor Recommendations, Influence the Influencers – also could be applied to social media and content marketing. When it comes down to it, you need to be as thoughtful with your sales and marketing as seniors are with their purchase decisions.

* When the New York Times overhauled its website last week, one of the changes had to do with “native advertising.” Curious about what that is, and why it’s getting so much hype? A CPC Strategy Blog post presents a roundtable discussion featuring 18 digital marketing pros: http://bit.ly/1eONglJ

* Thought-leader Brian Solis shares his 2014-2015 agenda, “the years where the importance of customer and employee experience triggers a revolution in digital transformation.” Here are two of Solis’ focus areas which stood out to me:

    1. Social Business will be a way of business not a stand alone, bolt-on or isolated functional strategy.

    Solis notes that most companies still see social as limited to marketing and customer service. He feels companies need to have social woven into all business functions.

     3. Digital transformation is going to be driven by the desire to integrate and enhance the evolving customer experience

     Who is looking at the customer journey at your senior living community or 50+ focused organization? What touch points could be transformed and improved by digital? How could you better engage and serve customers?

Because our agency’s expertise is the 50+ consumer, we get to talk with organizations in a lot of different industries. And often there is not only a relegating of social to the marketing but resistance by other departments. Enhancing customer experience will mean busting silos and creating, as Solis writes, a culture of innovation.

Read the post: http://bit.ly/1dJVB84

 

We’d love to hear your thoughts on digital transformation specific to boomers and seniors AND the organizations marketing to them. Please leave a comment below. Thanks!

Which Social Networks are Boomers and Seniors Using Now?

Tuesday, January 7th, 2014

The Pew Internet & American Life Project kicked off their New Year’s celebration on December 30, popping the cork on a new report that details which social networks are used by baby boomers, seniors and other adults. The data reinforces Creating Results’ Social, Silver Surfers research showing that Facebook is the dominant platform for people over 50.

Per Pew, 73% of all American adults who use the Internet now also use social networking sites. Which social platforms are frequented by boomers (represented by the 50-64 year age group) and seniors (found in the 65+ group)?

Chart - percentage of online adults by age group using facebook, twitter, instagram, pinterest and linked in

(Click on the chart above for a larger, share-able image.) Pew’s report points out that use of Facebook by people over 65 increased 10 percentage points since 2012.

As we noted in Social, Silver Surfers, Creating Results’ new ebook on the digital practices and preferences of older adults,

“… we believe that if you had to choose only one social network for your mature marketing efforts it should be Facebook.

It’s clear from our survey and from documented usage patterns that Facebook is the 800 pound gorilla in the social networking zoo.

When it comes to unaided awareness, Facebook is thought of first, it is thought of the most. 85% of all respondents (even those who don’t use social networks at all) answered Facebook when asked to name platforms that they were familiar with.”

Our data showed a higher use of Instagram and LinkedIn by older social networkers, as the following table illustrates:

Chart - social networking platforms used by online adults over 40

Creating Results posed this query as an unaided question, so you’ll note that we discovered 70% of older adults see YouTube as a social platform. We also learned a significant number of elders see email as social. Don’t overlook these channels!

It’s a New Year, but it seems an “old” platform remains dominant for boomers and beyond. How will you apply this information to your digital marketing program? Please share your thoughts below.

The Age of Email (Does this account make me look old?)

Wednesday, December 4th, 2013

MailChimp — the email marketing service provider used to send more than 4 billion emails a month, including this blog — recently asked and answered a great question:

If all you knew about someone was their email address, what would you know about them?

After pointing out the obvious prefix clues (John=male, grl=female), John Foreman of MailChimp took a look at the clues a domain name provides. One insight? The account used indicated the age of the user.

  1. Gmail median age: 31
  2. Hotmail median age: 31 (the author attributes this to its Microsoft ownership and tie-ins with xbox)
  3. Yahoo median age: 34
  4. AOL median age: 43
  5. Comcast median age: 49

The links between age and email habits showed up several ways in MailChimp’s analysis. For one, the older you are, the more likely you are to have/be willing to pay for service with AOL and Comcast. Age also influences interest. MailChimp looked at what type of content folks were subscribed to based on their email domain.

MailChimp data shows interests vary by ISP

Graphic courtesy of MailChimp.

 

This data aligns with Creating Results’ experience in email marketing for senior living communities and with our research into Social, Silver Surfers. We are unsurprised that the older AOL and Comcast users aren’t interested in emails about social networking. Our survey data shows the older you are, the more likely you are to view email itself as social.

Chart - Seniors are most likely to see email itself as a social networking tool.

And, the older adults Creating Results surveyed showed a strong preference for web content related to restaurants — 70% of all respondents said they frequent food/restaurant sites. Our poll didn’t offer “Politics” as an option but it did include “News,” which often has a political flavor.  News was the second most popular category of websites among “silver surfers,” visited by 73% of our respondents over 40 years old.

It’s worth noting (as we do in the Social, Silver Surfers ebook) that Yahoo! and AOL aren’t just email services. They’re portals that provide news, politics, home & garden and even games all in one place.  So we’d suggest many older adults may not see a reason to subscribe to that same content by email.

Marketers, what is your experience? Do you find a higher percentage of Comcast and AOL users in email lists for services targeting older olds? Please share your thoughts in the comments below.

RELATED: “Beyond the Blast – the nuts ‘n bolts of email marketing” – 2012 presentation to Planned Giving Group of New England


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