The aged online

 It wasn't too long ago when everyone thought only "young people" were online. Older generations, especially Baby Boomers and generations older weren't expected to really be heavy online users. Some of us marketers were guilty of making fun of the older generations for not getting it.

In the last couple of years, things have changed. Compete reports that "50-somethings, 60-somethings and 70+ use many technologies at or near comparable rates as younger age segments." Increasingly this generation is getting more and more frustrated as well. "Older consumers reported a higher level of frustration with the complexity of technology.  Sixty percent of consumers aged 50 and older indicated that a product having too many features was a main reason for being frustrated with technology, compared to 39 percent of consumers aged 18-49."

I'm afraid that the first inclination of a lot of marketers will be to ignore this segment. That could be because of Madison Avenue's obsession with youth or maybe marketing is just mirroring our culture in general. The fact is, however, that we ignore them at our own peril, especially during this recessionary economy where advertising dollars are harder to come by. Whereas younger segments may be more tech savoy and trendy, they don't have the spending power that this segments has and they don't represent as large a part of the population as the 50 plus generation does.

Maybe it's just me getting older but I'm becoming more aware of how we just seem to toss this group or even individuals to the aside. Not only are marketers ignoring them, on a much more personal level I think that we don't value the wisdom and experience that this generation brings.

As a marketer or a person, ignore them at your own peril.

- Paul Herring

Comments

[Chris Wilson]

I have heard and read from a number of sources over the years that mainstream marketing's obsession with youth stems from the idea that if even those that aren't youthful in age, they wish they were and have a sense of envy toward the group.

I wonder if that is really true anymore (if it really ever was). Sure no one wants to get old, but is it true that even older age groups are attracted to young vibrant products? The fragmentation of mainstream media and one-way communication is changing this. As the number of ways to reach specific niche groups and ages goes up so will the variations on messaging.

One thing I will note though is that there is huge potential in marketing to gen y, not only because of their consumption habits but because of their large numbers.

[Cam Beck]

"Sure no one wants to get old"

I don't know, Chris... It beats the alternative. :)

[Paul Herring]

Sometimes I also wonder whether our obsession with youth in advertising is not more of a result of Creative Director's obsessions with youth. No one wants the aches and pains of getting older but I believe our society devalues the wisdom and experience that comes with old age.