Some new research in Australia by Charlie Nelson of Foreseechange further highlights the powerful market that Boomers and in particular mature women make up. It also shows that current approaches to reaching them need to change.
While the increase in the under 50s between 2001 and 2011 will be a mere 2%… in the over 50s it will be 32%. And the 55 – 64 year olds now account for 17.6% of discretionary – spending up from 13% in the 1990s. This group are also big users of the Internet.
They are no longer tech averse as they are now embracing technology being generally open an adaptable to new ideas. Many now online frequently… confidently booking travel, researching and buying products and services.
Another study by Evergreen and Perspective Research highlights the importance of marketing to women in an appropriate way. With women proving to be the financial powerhouse of the boomer brigade marketers need to get the message and the medium right .. as most women 50 plus are actively discouraged by the way they are portrayed now in advertising (no wonder advertising doesn’t work!!).
So we need to use the Net and make sure the Content is right and appropriate if we want to reach a very powerful market …rather than stick to the conventional thinking .. that says the 50 pluses dont use technology .. and women of a certain age should be portrayed as past it.
But sadly many fail to realise —- The Times They Are a’ Changing.
And if that’s not enough … I read in today’s Australian.
People in Aust with Broadband now spend more time on the Net than watching TV – 22 hrs vs. 14 hrs!! With half of those surveyed being 30 – 49 years old.. Many watching video online … but only if its free… very few prepared to pay a $5 a month subscription fee to watch.
So what have I learned today …. I am on the right track… hope you are too.