Reaching Seniors and Boomers “Online”

senior lifestyle

senior lifestyleThere are misconceptions about every generation, including today’s seniors and the “Baby Boom Generation.”  Those boomers (roughly, people born between 1946 and 1964) are now in the range of 55 to 75 years old.
One of the misconceptions about today’s seniors is that they are uniformly backward when it comes to technology, especially online or internet technology. There is a popular stereotype of a young child trying to teach grandma or grandpa how to use a smart phone or a tablet and having difficulty. In this stereotype, the “older generation” just does not get it; they are stuck in a world of landline phones and transistor radios. Most stereotypes are wrong to some degree, but this one is increasingly inaccurate and damaging, especially to the business, professional and service-oriented people who need to reach seniors.
Leaders at the top end of internet marketing, including social media marketing, have recognized this fact, and they are working to overcome the damaging stereotype. These ideas may not be flattering to boomers themselves, but they are an economic threat to business and professional people who fail to reach this market. Politicians have long known that boomers are where the votes are; marketers need to learn that boomers are also where the bucks are. Today’s seniors and boomers are watching YouTube, browsing the internet and using social media!
Here are some observations from a recent study by Google, certainly an expert in on line marketing.

  • Increasingly, the internet is seen as a major part of senior living. For seniors, the internet outpaces TV and print media by a substantial margin. It is the seniors’ top source for gathering information on topics of interest. An advertiser who wants to reach the senior lifestyle market must be present on many digital platforms. Online video, websites like net or OurSeniors.net Magazine and social networks build upon each other.
  • A majority of seniors/boomers use social networking sites; more than half of them are following a group or organization on a social platform. The most used social platform is Facebook, despite its recent setbacks. See net on Facebook and OurSeniors.net on Google +.
  • Seniors and boomers watch online video! More than 50% report that senior living includes online viewing. YouTube is the preferred site with 82% of senior video watchers using it. Online advertising is extremely effective in appealing to this group as seen by actions taken as a result of watching online video.
  • Yes, boomers/seniors view the internet on their PCs, but a growing number are doing so on smartphones and tablets. They are far more sophisticated at this than many marketers imagine; multi-screen use is common with over 75% of mobile device owners reporting that they use two or more devices simultaneously.
  • The search function is the most common online information-gathering resource for boomers. Search results drive a variety of actions, including shopping decisions, viewing choices and information sources. Trust and familiarity with sites like net or OurSeniors.net on Facebook are equally important in influencing behavior.
  • The senior audience is involved in a variety of US causes and government-related issues surrounding senior advocacy. Seniors are especially interests in senior lifestyle issues like Social Security and Medicare. Online media platforms generate strong awareness, as well as actions like content sharing and online donations.

At OurSeniors.net, our mission is to help meet the needs of seniors in every way possible. In doing this, we also provide senior-friendly business, professional and service organizations a way to reach this critically important market. Through our senior living resource magazine, OurSeniors.net Magazine, our website at OurSeniors.net, our senior lifestyle and senior living features and articles, we serve both the senior community and the people who depend on seniors to support their organization.
Reach out to the senior/boomer community in your town or service area. You can contact an OurSeniors.net Advisor by phone at 866-333-2657 (se habla Español), or by using Contact Us.

Leave a Reply