Getting long in the Bluetooth
I received a fantastic email this morning. It wasn’t work-related. And it wasn’t from a friend travelling through some corner of the globe, without ,me . It was an email from my 80-year-old Pa, Mervyn, from his brand new tablet.
Said tablet was a pre-Christmas point of contention between my Dad and I. When Dad mentioned his gift idea for Pa, a Samsung 7” Galaxy Tablet, I retorted the idea with a longwinded anti-technology debate, suggesting Dad should buy Pa something that will enrich his later years outdoors rather than confine him to the couch, all square-eyed.
Turns out, Pa was the happiest family member on Christmas Day, bar none. Dad 1. Me 0.
And this was the man who thought Bluetooth was a Disney character.
The older generation aren’t all as tech-clueless and indifferent to the perks of pocketsize, photographing, music playing gadgets as we once thought they were. 2014 research shows that the number of 65 and over accessing the web, for example, increased by over a quarter during the previous year.
Hand in hand with this increase was a threefold upturn in tablet use to browse the Internet. Pa proves not to be a laggard in this department.
And although recorded technology adoption was greater in the younger demographics in 2013, around 42% of over 65 year olds accessed the Internet during this year. Geriatrics au courant.
It is important to note here, however, that although the older generation is now more frequently exposed to online advertising (and this generation isn’t as complacent as the youngens when it comes to an advertisement), older people spend far less time browsing the Internet than their younger counterparts.
Ofcom found that 65 and overs spent an average of nine hours and 12 minutes a week online; notably less than the over 24 hours spent by 16-24 year olds.
Another thing for marketers to consider nowadays is that the older generation is not just the older generation. Like its younger cohorts Generation X,Y, Z, the older gen contains multiple segments that warrant individual identification, analysis and strategy cialis generique pas cher.
Businesses also often fault at two assumptions.
Firstly, that the same marketing efforts will appeal to all consumers between 50+ and 70+. Secondly, businesses continue to believe that marketing simply doesn’t work as effectively on the oldies, and prefer to direct business and marketing efforts to the younger market.
I think this quote sums up this misinformation nicely.
“Anyone who is foolish enough to devise and operate a campaign which ignores almost half of the adult population is likely to have an ill-conceived campaign on their hands.” – Mark Beasely, managing director of RHC Advantage.
Moreover, the commercial potential of the older generation shouldn’t be ignored. Geography and demographics obviously taken into account, but the Baby Boomers in general knew how to save a penny or two, and now it’s their time to cash in and get techy. All four of my grandparents have iPhones. Two have Facebook. One Instagram. Like I said, geriatrics au courant.
What businesses and marketers need to do is simple.
Clearly identify the segments within the older generation. Treat them as you would the younger consumers. Some of these guys are in their lifestyle and financial prime!
Be creative. Be funny. Use inter-textuality and references from the good old days.
Grab their attention fast with great photography and colour. They spend less time on the web, so make your marketing collateral catchy and memorable.
Showcase old age and growing old as something beautiful and unique. Growing old is not a disease to be cured, but an experience to be cherished, according to Age U.K.
Highlight age-related nuances and combine two generations to create an ad that is hilarious and unforgettable. Boost Mobile’s commercial from a few years back is possibly one of the funniest.
And remember, old people aren’t just old people. They appreciate comedy, fun, adventure and experiences like the rest of us. Coke sets a good example here.
Now, if you’ll excuse me. I have to send these advertisements to my Pa on his tablet, unless he’s already moved on to hologram.