Best approaches to say something meaningful and appeal to a boomer.
Before I begin this week's column, I'd like to bid a very fond farewell to ClickZ's long-time captain of the ship, Rebecca Lieb, a role model, mentor, and friend for many years. Rebecca, it's important I publicly wish you the very best!
Speaking of moving on, there's plenty of talk these days about the aging of American's population and the impact the retiring Baby Boomer generation will have on us as a country (so long, Social Security!). According to a survey by The Media Audit, the percentage of "graying and affluent" households continues to rise higher than ever, with 30 percent of retired adults having cash, stocks, and CDs valued at more than $100,000. More than half of this 50-plus audience made at least one online purchase in the past 12 months, which was an increase of 65.6 percent over the previous term.
The Pew Internet's most recent figures show that 72 percent of those aged 50 to 64 use the Internet. Pew also finds that 82 percent of online adults aged 50-plus research health and wellness information online.
Jupiter Research finds that boomers represent the largest population of "super Net vets"; 72 percent of boomers have been online five or more years, and 53 percent of online boomers are women. Though their top online activities predominantly mirrored those of non-boomers, boomers exceeded non-boomers in their degree of online research of products and services, and boomers tend to respond better to online sweepstakes. When it comes to online communications, boomers are very e-mail reliant and use less instant messaging and chat.
According to a new Yahoo audience insights study, boomers "live a 49-hour day," 15 hours of which are spent interacting with technology and media (4 percent of time includes online/console games, online journals/blogs, e-mail, and online music; 22 percent of time with media includes three hours using the Internet).
Boomertowne.com president and CEO Herschel Peddicord shared his insights about online boomers:
I've learned a few things of my own in our eight years advertising to online boomers for such things as personal finances, apparel, healthcare, and retirement planning:
Wendy Borow-Johnson, president of media for the new social community site for boomers, BOOMj.com, has this to add:
Frankly, what I like about advertising to boomers is they have an attention span greater than 10 seconds. You can actually say something meaningful and appeal to a boomer.
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A highly driven subject matter expert with a thirst for knowledge, an unbridled sense of curiosity, and a passion to deliver unbiased, simplified information and advice so businesses can make better decisions about how to spend their dollars and resources, multiple award-winning entrepreneur Hollis Thomases (@hollisthomases) is a sole practitioner and digital ad/marketing "gatekeeper." Her 16 years working in, analyzing, and writing about the digital industry make Hollis uniquely qualified to navigate the fast-changing digital landscape. Her client experience includes such verticals as Travel/Tourism/Destination Marketing, Retail & Consumer Brands, Health & Wellness, Hi-Tech, and Higher Education. In 1998, Hollis Thomases founded her first company, Web Ad.vantage, a provider of strategic digital marketing and advertising service solutions for such companies as Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, and Visit Baltimore. Hollis has been an regular expert columnist with Inc.com, and ClickZ and authored the book Twitter Marketing: An Hour a Day, published by John Wiley & Sons. Hollis also frequently speaks at industry conferences and association events.
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September 23, 2014