Remember all those grannies struggling with dial-up connections to get online?
That was the image, at any rate – and it was particularly prevalent in the early years of the Internet. There was a tech revolution, and the “old folks” were being left behind. They didn’t understand the new technology, and were very slow to adopt it. Meanwhile, the kids were swiftly moving from new device to new device, new app to new app. They were the market to go after!
Was that ever true? Is it true today?
Too many marketers still base their strategies on that assumption. But it’s clearly out of date. Today, the Zoomer (45+) market is the largest force in the digital marketplace*, in terms of both usage and spending:
Not only is the overall usage huge, so is the usage relating specifically to product research and spending. Zoomers are active seekers of information on products and services, and spend more money online ($1.3 billion) than any other age group. They’re also more responsive to online marketing: according to Social Code, Facebook users over the age of 50 are 28.2% more likley to click on an advertisement than 18-20 year old users. (It may be partly because the “older” consumers have a lot more disposable income.)
Some bottom lines to think about:
It isn’t just a question of reach, or even platform. ZoomerMedia can help make your messaging itself more relevant, and place it in an environment that is more favorable.
It would be a sad irony, wouldn’t it, if the tech itself kept moving on…but your strategy didn’t.
That's how many Zoomers bought cosmetics and skin care products online in the past 12 months -- more than any other age group. Zoomers have embraced online shopping, and are the most important market in virtually every category. Source: Vividata Spring 2018