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Marketing and Motivating Boomers and Beyond
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Creating Results is a full-service strategic marketing, public relations and advertising agency with more than 15 years of experience. Our expertise is motivating mature 40+ consumers, including Baby Boomers, Silent (Ike) Generation and Gen X.

Mature Marketing Links of the Week: Landing Page Tips & “Free” ROI

June 23rd, 2014 Posted by Beth Mickey

Happy Monday!  It’s hard to believe that June is coming to a close, where did the time go?!  Let’s jump right into the mature marketing news that had people talking this past week.  Have something to share?  We’d love to see it in our comment section.

MOST CLICKED: As more and more mature consumers flock to online avenues for gathering information about your brand and moving themselves father down the purchase funnel, having a sound landing page strategy is critical. First and foremost, your landing page should serve as a vehicle for lead capture. Ed Kedzierski recently shared his tips for creating great landing page forms:

*Avoid lengthy fields: Keep it simple as long forms can be a huge turn off.  Rule of thumb: if you aren’t going to use the information don’t ask for it.

*Adjust the styling of your form: Make your form appear even shorter—less is more when it comes to driving completions.

*Don’t Submit: Try other wording on the button to capture information that more closely relates to the action and drives higher conversions.

*Eliminate Fear: We found in our Social, Silver Surfer research that privacy concerns run high, especially among boomers and beyond.  You’re capturing personal information, put people at ease by including your privacy policy and reconfirming a safe submission.

Read the full article here.

Related: Learn about Creating Results’ digital initiatives and discover how we can help you maximize your ROI.  Visit our website.


Free ROI  In an age where everyone is looking to stand out, incentives are typically a go-to for quickly driving prospect interest and action. Marketing Profs recently shared an article regarding free offers and how you can measure effectiveness.

The reality is that free is never free for the marketer. There’s always an expense that has to be paid, even if it’s not paid by the customer. Moreover, that cost is often higher than marketer anticipates.

The article explored a variety of “free” incentives, including product and content, along with benefits to utilizing each.  At the end of the day, as marketers it is our job to evaluate potential incentives we want to include and ensure it is not only worth the cost but relevant to our brand.

Read the full post.

Mature Marketing Links of the Week – Tablets for Responsive Design, (un) Retirement

June 16th, 2014 Posted by Erin Read

Three bears, two speakers, and one exciting milestone. Let the round-up of top mature marketing links begin!

Older woman at North Hill senior living using iPad.

iPads in use at North Hill senior living.

1. MOST SHARED: Goldilocks and websites: Why designers should see tablets as “just right.”  http://bit.ly/T0Q8GQ In this post by Monetate, Nathan Richter suggests that tablets are the perfect device for designers to focus on when trying to improve user experience.

“Tablets, which continue to eat up market share, are not just ‘middle of the road’ options when it comes to design. They offer a ‘medium-sized’ view that might be ‘just right’ for all your digital touch points.”

Tablets are especially popular with baby boomers, which might explain why this tweet got so much attention last week. 38% of younger Boomers (ages 45-54) own one, along with 28% of older Boomers (ages 55-64) and 18% of 65+ seniors. As we wrote in April,

“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.”

RELATED:  Smartphone, Tablet Use by Age and Gender, and  Baby Boomers: Past, Present, Powerful (Future of Media)

2. MOST CLICKED: Look who’s speaking at the International Conference on Active Aging conference in Orlando! http://bit.ly/1p9bnR5 Todd Harff and I are thrilled to be part of an exciting new addition to what is always an exceptional conference — a Marketing Symposium on November 12. Boomer expert Dr. Alexis Abramson and RLTV’s Elliot Jacobson are the other speakers for the day.

3. Also of note

Fairing Way 55+ community groundbreaking

* Congratulations to client Fairing Way for breaking ground on their new 55+ community! Creating Results has have been privileged to hel

RELATED: Case study – direct marketing newsletterp Fairing Way drive leads, capture deposits and make their way towards this milestone.

* Ina Jaffe of NPR reports on a new study that finds nearly half of people surveyed who say they’re retired are working or have worked in the recent past. And nearly three quarters of baby boomers say they plan to stay on the job past retirement age.  Listen to the story: http://n.pr/1kShT0b

RELATED: Re-thinking Retirement – 6 Lessons for Marketers, and Working for a Life (Not A Living): How people who refuse to retire are changing 55+ communities

Mature Marketing Links of the Week – Capturing Content, Continuing Careers

June 9th, 2014 Posted by Erin Read

Today is the birthdate of American composer Cole Porter, inspiring us to add a little musical flair to our weekly round-up of top mature marketing links.

You’re The Top: The tweet receiving the most clicks this week taught us that email continues to be a top marketing channel for reaching affluent consumers, especially older affluents. A Luxury Institute survey found more than twice as many people with incomes of $150,000 or more would choose email over text.

 Chart - affluents prefer email to text, a Luxury Institute survey shows

More data: http://bit.ly/1puyoyY

Anything Goes: What do you do if you’re a PR person and there’s just no news? Shift Communications’ Christopher S. Penn says if you don’t have information of your own to push out, be capturing it from other sources. Specifically,

* Capture with your smartphone’s camera every day

* Capture while reading (my own approach – you should see the index of mature marketing links I have for future content!)

* Capture other captures

Read the post: http://bit.ly/1kVOktp

Don’t Fence Me In: What do older adults want in retirement? Part time work. Full time work. Flexible schedules.

According to a new Merrill Lynch study, fewer and fewer want to actually retire in retirement, to stop working altogether. As was reported on NPR, “almost half the people who say they are retired are still working or have worked in the recent past. Nearly three quarters of baby boomers who are not yet retired say they plan to stay on the job past retirement age.”

Hear Ina Jaffe’s report: http://n.pr/1kShT0b

Read Creating Results’ past posts on retirement: http://knowledge.creatingresults.com/category/retirement/


Happy Monday! And, happy birthday, Cole Porter!

Mature Marketing Links of the Week: Internet-Depression Connections and Aging Realities

June 2nd, 2014 Posted by Beth Mickey

Happy Monday! This week’s mature marketing articles of interest recap is double the pleasure, as we missed last week as our staff took time out to commemorate Memorial Day.

maya-angelouBut first, we’d be remiss if we didn’t acknowledge the passing of Maya Angelou. So much has already been said to honor her memory and spirit, so we just simply say thank you. Thank you for your inspiration. You will be missed.

MOST CLICKED: As we age it’s not uncommon to experience feelings of loneliness or isolation, which can lead to depression. A recent study examined the role of internet usage and it’s impact on seniors battling depression, and found reductions of up to 30 percent by those who use the internet regularly.

“That’s a very strong effect,” said Shelia Cotten, a Michigan State University professor of telecommunication, information studies and media who led the project. “And it all has to do with older persons being able to communicate, to stay in contact with their social networks, and just not feel lonely.”

While the internet is not a cure for depression, it does foster engagement with family and friends who may not be readily accessible, leading to a positive impact on an individual’s emotional wellness (especially among those seniors who live alone).

Read the full story here.

MOST SHARED: “Americans over 50 have a completely irrational view of their own aging,” at least that’s the position of a recent MediaPost commentary. The post, referencing recent findings from the Pew Research Foundation, compared Boomer’s attitudes towards aging and for many what can be very a different reality.

The eternal optimism of the Boomer generation consistently trumps the reality that they experience everyday. Boomers believe that they will be healthy and vigorous until the end of their lives at which point they will simply cease to exist. No debilitating disease, chronic condition or slow deterioration of mental faculties for the boomers…they’ll be fine…until they’re not.

These insights mean that as marketers we should examine how we position our services and messaging to address both the realities of the situation and the belief that life is swell and all is well. How do you strike this balance in your marketing? Please share in the comment section below.

Click here for the full article.

WORTH MENTIONING: PRNews recently shared tips for how to avoid the dreaded Twitter muting feature. As marketers it’s a delicate balance in providing relevant content and overwhelming our audience. The article outlines ways to avoid having followers tune you out:

*What is your biggest marketing goal? Be sure you aren’t sabotaging that with your channel plan.

*Create a calendar to help the process seem less daunting. Watch times of day and days of the week that work best for your audience.

*Listening is as important as sharing. Instead of pushing out content, why not ask a question to preface that content? Give people a reason to engage.

Click here to read more.

Mature Marketing Links of the Week: Boomer Dreams and The Meaning of Life

May 19th, 2014 Posted by Beth Mickey

Happy Monday!  There is a lot to share so let’s jump right in.  This week’s mature marketing stories of the week focused on following your dreams and defining meaning. Have something to share?  Be sure to include in the comment section below.


Boomers fulfill retirement dreamsAd Age recently showcased a series of online ads for Prudential, which drove a significant number of shares this past week.  The series of films by Droga5 follows a number of retirees embarking on new chapters in their lives. From a retired postal worker who dreams of being a filmmaker (and makes it a reality), to a former real estate broker who has always wanted a career in the fashion industry and becomes a designer for a well-known fashion house, these videos demonstrate that the “golden years” for many mean exploration and adventure of new (and resurrected) passions.

“People in retirement are part of one of the biggest brain trusts in the world. Clint Eastwood, for example, didn’t start directing until after retirement age. People are doing extraordinary things and we wanted to showcase that.”

Click here to see the videos.


Does the meaning of life change after you turn 60? This is the question one author posed to 43,000 women as she searched for the answer in a recent Huffington Post, Post 50 article. Is purpose defined by life stage?  A simple question yet one that drove a variety of responses from the women who participated in the study.

Here are just a few examples of how some defined their meaning:

* Being true to who I am

* Inner peace

* Waking up

* Sanity

* Money

* Getting my PhD.

* Family

* My husband

What would you say is your definition of the meaning of life?  Be sure to share in the comments below.

Click here to see more responses.


Mature Marketing Links of the (Two) Weeks – Transformations

May 12th, 2014 Posted by Erin Read

Welcome back to our Monday links round-up!

Faithful followers of this weekly recap of 50+ marketing links might have noticed we missed last week. Blame it on me. I was enjoying Jazz Fest in New Orleans and much as I love my job … Springsteen, Chick Corea, George Porter Jr. and John Fogarty were the links I was focused on.

Often music is about transformation. Whether it’s an artist evolving from a Bay Area boy into a voice from the Bayou or a song that chronicles social or personal changes, transformation is a central theme. It is for today’s links round-up, as well.

Senior man in front of computer

Bob shares his thoughts on websites as part of Creating Results’ “Social, Silver Surfers” Research.

1. MOST SHARED: Could a connection to the Internet transform an elder’s life? Yes, says Shelia Cotten, a Michigan State University professor whose research found that Internet use among the elderly can actually reduce the chances of depression by more than 30 percent. Especially for those seniors who live alone, the Internet can transform a potentially disconnected life into one that is less isolated. 

Read an overview of the study: http://bit.ly/1qvPOPA

2. MOST CLICKED: Creating Results’ Todd Harff recently blogged about a transformative idea of aging, and his thoughts struck a chord with readers.

“One thing we love about marketing senior living is the chance to collaborate with organizations that help people live rewarding, meaningful and engaging lives.

But do most organizations genuinely believe this is possible regardless of age and health challenges? Do their residents and team members share these beliefs? And do the organization’s words and deeds support a transformative idea of aging?”

The idea of  transforming aging is one Creating Results has been exploring for years on this blog and in other channels. Todd included a link to a 2007 (!) article he’d written for 50+ Housing Magazine, “Working for a Life, Not a Living,” and it 72 readers clicked through to read it. In 2012, we’d asked the senior living industry to begin “Re-Thinking Retirement” and offered 6 lessons for marketers. Links below to each of these resources.

We hope you’ll push the conversation forward by adding your comments to either post.

Read the post: http://bit.ly/RAnoE5

Read the 50+ Housing article: http://bit.ly/workliving

Read Re-Thinking Retirement: http://bit.ly/IR6PtO

3. Also of note:

60% of US internet users are more concerned about how companies protect personal data than they were 12 months ago. Baby boomers appear the most worried, with 40% saying their concerns had increased barely, 14% saying it had gone up moderately and 27% registering a significant increase.

Chart - change in level of privacy concerns, by generation

While we appreciate the data (and it backs up our own Social, Silver Surfers research) we called the GfK researchers to task on Twitter for their STUPID labeling of those 69 or better: “pre-boomers.” As my teens would say, puh-lease.

It’s disrespectful and shallow to define the generations who preceded the baby boom by the boom! These folks fought world wars. They were at the front lines of every major civil rights struggle. They are members of cohorts with distinct characteristics. Please, GfK, try calling them seniors, elders, matures, older adults … Or better yet, put a finer point on the birth dates and show us data for Silent Generation vs. Greatest Generation vs. the Boomer cohort.

* Todd Harff and I had the privilege of speaking to LeadingAge Massachusetts members at their annual conference last week. As we explored what senior living organizations must do to attract the next generation of followers, we shared several stories of transformative organizations. This photo of Todd kicking off our session was retweeted by several followers.

* Prudential is following up its terrific “Day One” creative with a new campaign, “Chapter Two.” It’s all about transformation!

As AdAge reported,

“The “Chapter Two” multiplatform effort features a series of documentaries, online ads, outdoor and radio that tell the stories of retirees who have begun to fulfill their real dreams only after ending their well-established careers. But not only do the retirees star in the campaign, they created some of it too.”

See more at http://bit.ly/1l32B51. And let us know what you think of this campaign — or any of today’s links — in the comments below.


Supporting a Transformative Idea of Aging

April 30th, 2014 Posted by Todd Harff

One thing we love about marketing senior living is the chance to collaborate with organizations that help people live rewarding, meaningful and engaging lives.

But do most organizations genuinely believe this is possible regardless of age and health challenges? Do their residents and team members share these beliefs? And do the organization’s words and deeds support a transformative idea of aging?

These were some of the challenging questions that aging expert Kay Van Norman asked on April 24 at North Hill in Needham, Mass.Kay Van Norman - aging expert - with her horse, Dancer

The North Hill leadership team had been so inspired by Kay’s perspectives and research findings, they sponsored a PurposeFULL Living® event for New England senior living industry professionals.

Kay’s mission is to be an “Agent of Change.” She is a powerful agent. Her article “Purpose Driven Communities,” which first appeared in the Journal on Active Aging, has many parallels to North Hill’s PurposeFULL Living philosophy and approach.

In her presentation last week, Kay reviewed the roots and dangers of ageism and offered ideas that individuals and organizations can implement to improve both the quantity and quality of life. I was so inspired that I wanted to share some of them with Creating Results’ blog readers. With so many thought-provoking questions, this will be the first post in a multi-part series .

The Historical Basis (and Fallacy) of Ageism

Kay pointed out that many Gerontology studies used sample populations of people who lived in nursing homes because they were convenient and accessible. But they clearly aren’t representative of all older people. This would be equivalent to going to sports rehab facilities to study 40-year-olds.

Another historic basis for ageism is that Social Security was introduced to push people out of the work force. Before then, people worked until they died. Physically and mentally they were probably better off for doing so. By mandating or encouraging retirement, we took peoples’ jobs away and in many ways, we took away their self-worth.

Several years ago, I argued that same point in an article called “Working for a Life, Not a Living.” People want to keep contributing to society long after “retirement.” Prior to Social Security they did.

These ageist influences are seen in our language, our media and our marketing.

For example, Kay implored, “We’ve been forgetting our whole lives. Why are we suddenly afraid?” Would we take a child who forgot to give a note to their teacher to be screened for early onset Alzheimer’s? Labeling forgetfulness as a senior moment is being ageist.

Media Extremes Reinforce Negative Images of Aging

old runnersThe media generally shows images of older people in two extremes – either “I’ve fallen and I can’t get up” or an 80 year old surfer. Since it’s hard for most people to relate running ultra-marathons at 85, they begin to place themselves in the first, “decrepit” camp. However, Kay stressed that there are other choices. “My mission is to convince people that age itself, has less to with who a person is and what they are capable of than any other factor.”

Kay encouraged the audience to contemplate how their thoughts and actions impact their outlook on life. The questions she posed apply to marketing senior living, travel, services, healthcare, financial services …

  1. Match up your marketing actions with your goals. Are they congruent?
  2. Monitor self-talk. Is there any ageism? (Almost all of the attendees at the session acknowledged that they have some ageist beliefs.)
  3. Do your organizational messages focus on taking care of people or providing them with opportunities to flourish?

As Kay asked, “What kind of emotional residue are we leaving with others around us? Are we patronizing or empowering? Do we help people feel confident and capable?”

Your Turn

Is your organization (and its marketing) empowering adults of all ages?

How can we help shift the focus from taking care of people to creating environments and cultures that allow people to live lives of meaning, passion and purpose up to their last breath?

Please use the comments section below to share your suggestions.

Mature Marketing Links of the Week: Technology & Boomer Migration

April 28th, 2014 Posted by Beth Mickey

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


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


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

April 24th, 2014 Posted by Erin Read

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?

Older Adults and Technology: Two Groups of Seniors Emerge

April 23rd, 2014 Posted by Erin Read

In early April, the Pew Research Center released its latest report on Older Adults and Technology Use. The subhead for the report tells the tale: “Adoption is increasing, but many seniors remain isolated from digital life.” Indeed, the researchers identified two groups:

1) Younger, higher-income and more educated Americans over 65. These use the Internet at rates approaching or exceeding the general population. They feel positively about online tools and services.

2) Older, less affluent seniors, often with significant health/disability challenges. These elders are largely disconnected from online or mobile life.

For nearly a decade, Creating Results has started any presentation about older adults reminding audience members that it isn’t one “single, silver sea.” Behaviors and attitudes WITHIN generations can vary as widely as BETWEEN generations.

Here are four facts from the new Pew report that illustrate how colorful that sea of seniors is when it comes to the adoption/use of technology.

Disparities Seen by Education, Income, Health, Age

Table - Internet, broadband adoption among seniors - Pew Internet Project

* 87% of seniors with a college degree go online. Only 40% of those who have not attended college go online.

Action Step: Web copy should be smart and respectful, not pretentious or pandering. And, not to be flip, but almost nothing turns off a highly-educated older adult more than poor spelling and grammar. Proofread those websites!


* 90% of seniors with higher incomes (annual household income of $75,000 or more) go online. 39% of those with household incomes of less than $30,000 go online. 63% of those with incomes between $30,000 and $49,999 are using Internet. According to data from the US Census Bureau, nationwide seniors are living off of a median household income of $35,107.

Action Step: Consider the income level of your ideal prospect when creating digital marketing budgets. If you’re serving a lower-income group, money spent on church flyers could go a lot further than money spent on online ads.


* Roughly 40% of Americans over 65 reported having a physical challenge. This could be anything from diminished eyesight that makes reading online difficult to a chronic disease. Only 49% of this group goes online, vs. 66% of all seniors.

Action Step: Conduct usability testing on websites to be sure important actions can be taken by all. Avoid tiny “submit” buttons!


* 74% of the “younger olds,” those aged 65-69, go online. 37% of those 80 or better are using the Internet.

Action Step: Look at your digital marketing through the eyes of a 65-69 year old target. Do they see themselves there? Do the photos feel authentic and representative of your customer’s self image?

Creating Results’ national Social, Silver Surfers study showed that a decreasing number of younger olds feel websites reflect their generation. Since we first measured attitudes in 2010, it appears expectations have risen and matures are feeling less represented on the web.

Chart - older age groups on whether websites reflect their generation, 2010 vs 2013

As we noted in the Social, Silver Surfers 2013 eBook, “if consumers don’t feel they see themselves in your marketing, they’re less likely to purchase your product or service.” (To buy the ebook and learn what steps to take, click here.)

Tomorrow we’ll share more data — and related action steps! — about older adults and technology.

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