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Why do traditional marketers & media always think that it's the "young" who make up the digital space and the "old" ones who watch TV...?
That's why I decided to check for a moment whether the surf, game and PVR behaviour of my parents and in-laws are anomalies... or whether they are part of a broader movement.
In this process I found a few interesting bits of information. They don't constitute "scientific" proof, yet should make you think.
YouTube
Did you know that the most subscribed to channel on YouTube is currently run by a 79-year-old gentleman from the UK? (Thanks Stefan for the tip!) So why are most marketers only pointing their consumer generated efforts at 20-somethings?
Media Switching
Another mind pusher is this graph I found on 20plus30. While not as wired as their 16-year-old counterparts, about a third of 50+ year olds engage in more than just TV.
Gaming
And finally, when it comes to gaming, have a look at this article from the BBC (also tip of the hat to 20plus30).
Conclusion
All to say that next time you think about that mediaplan for the "older demographic" it's probably worthwhile to think beyond "old media." Your mum has evolved with the times, you know.
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Comments
Alain -- Good post. The 50+ market is definitely underserved online -- witness the launch just this month of eons.com, a social network aimed at Boomers 50 and up.
What's interesting about the 50+ group is that they don't necessarily see themselves as, well, *seniors*....which adds nuance and a certain trickiness to any discussion of the 50+ group.
Posted by: Ann Handley | 08.23.06
I couldn't agree more. It's not just on-line that this age group is underserved, it also the mainstream media. Hollywood and Madison Avenue don't get it. Not only is this the fastest growing demographic but also the most affluent. We've recently launched a print and on-line newspaper, The Erickson Tribune, written for the 62+ population (www.EricksonTribune.com). We hope to involve, inform and inspire with top-notch content. Right now the paper goes to 3 million plus (soon to be 8 million)monthly.
We're also launching TV programming with Retirement Living (www.RL.TV)
Maybe Hollywood and Madison Ave. will catch up? We're betting they're wrong . . .
Posted by: Tom Mann | 08.29.06
As the co-author of several books describing retirement living options in the West, and workshop leader and presenter to many professions and senior groups, I can only say that a TV network/channel would be very welcome TV channel to seniors who are in various stages of their retirement planning including those who have made their ultimate decisions. While many choose their status quo others seek information about life style choices, what is offered, what it costs, etc. Of course there are varied subjects and issues that interest the older population. It is for this reason that I hope you can bring your programming to California. I live in the Bay Area( San Francisco, Palo Alto, San Jose, aka Silicon Valley) where mature residents would like to remain if they are given viable choices in housing. Comcast is my cable service and my hope is that you can connect with them.
Several years back a producer in Los Angeles was eager to start up his " Golden Network" and wanted my co-author and me to help him with the programming and intros. It never happened, funding was not there for him unfortunately.
I know your program would be most welcome on the West Coast. Good luck with your latest endeavor.
(Also, a few Erickson Communities would do very well in our state!)Lee Ann Wolfe (Retirement Living Advisory)
Posted by: lee ann wolfe | 02.02.07