Earlier this month a report from the Center for Media Research got by me...when it shouldn't have. It cites a study done by JWT BOOM, and ThirdAge, Inc. Many of you may remember that I was one of the original bloggers at ThirdAge. I really enjoyed it - connecting with the many baby boomers who came there to talk and share their lives with us. I had to bow out a few months ago, to honor the work coming in from clients.
I still hold a soft spot in my heart for ThirdAge and its readers. According to the study here, Sharon Whiteley, CEO of ThirdAge is quoted saying, "ThirdAgers (baby boomers and mid-lifers generally in their early 40's through mid 60's) are regularly stereotyped as being technophobes and slow to jump on the technology bandwagon. However...not only are they online, they're surprisingly a formidable presence on the Internet."
The key - for those out there hoping to reach this group, which is comprised of more women than men (due to the nature of men to die younger than we ladies - a very sad state of affairs, indeed), is to understand what they want from being on the net. Here are some of the things the report says they do,
- Seek out information (92%)
- Stay in touch with family and friends (95%)
- Shop online (73%)
Do I need to say more? Maybe not. Maybe you can glean some valuable insight just from those three facts. But, here's more - to whet your creative mind:
- Close to 108 million people are over the age of 45, more than 40 percent of the population
- They account for 70 percent of the U.S. net worth, controlling $9 trillion
- In the next 15 years, the 50-64 age popular will grow by 50 percent and the 65+ population will grow 32%
Still not convinced that this market is worth your attention? How's this: ... the report also shows that 92% of ThirdAge viewers "visit a website after they've read about it in a print article. 89% visit one after seeing a print ad. And, 83% visit a site after seeing a TV ad."
That's marketing across channels. It's intergrated marketing. It's understanding your market. You might start by visiting JWT - for more insight.
Go to it...