Do Internet Ads, Content Effectively Reach All Ages?
The older the Internet user, the more they believe digital ads and Web sites are designed for younger people, one study finds.
Internet users aged 45 and older believe Web content, including site design and advertising, is meant for younger audiences, according to a study conducted by Burst Media. Web users between the ages of 18 and 34 are more likely to identify with the content design and subject matter.
Of the young boomer segment, aged 45 to 54, 35 percent say online content is focused on people their age. When people aged 55 years and older were asked the same question, only 19 percent said online content, ads, and site design is geared to their age demographic.
In contrast, the Burst survey said 76 percent of the Web users between the ages of 18 to 24 years are most likely to say online content targets their age group; 74 percent between the ages of 25 to 34 years concurred.
“There is a fine balance we have to strike here, having advertising that is much more relevant to the consumer and the age segment,” said Chuck Moran, marketing director at Burst Media.
Despite feeling alienated from content, Internet users of all ages are visiting more Web sites than they were a year ago. Three out of five respondents (60 percent) are visiting more sites in a typical week than a year ago. This trend includes 63 percent of respondents 55 years and older.
“People are still exploring the Internet, expanding the number of sites they are visiting, and will likely continue,” said Moran.
The study was part of a survey of over 13,000 Internet users aged 18 and older conducted in February 2008.
