What areSocial, Silver SurferS

doing online?Think people over 50 are tech-hating, bumbling luddites? Think again. Baby boomers and seniors are online in force. As the country goes gray (10,000 Americans turn 65 every day) NOW is the time for marketers to understand what Social, Silver Surfers – your targets – are doing on the web.

They’re online more than you may have suspected.

% of u.S. Population % of internet Population

Source: 2010 Generations Online, Pew Internet and American Life Project ©2012 Creating Results, LLC

8362

5043

3416

8066

6255

4420

6262

5856

4435

6175

7369

5641

7275

7375

63

6467

7067

6153

85848485

7659

2868

7481

7067

92878687

8272

969491939088

email Buy Products

use Search engines Government Websites

Seek Health info

People Who use comments user reviews as a Social Share Tool

Bank online

News Watch videos

Book Travel use Social Networks

ToP oNliNe acTiviTieS

by generation

Source: 2010 Generations Online, Pew Internet and American Life Project; 2012 AdWeek Data Points ©2012 Creating Results, LLC

Millenials

Gen X

Younger Boomers

older Boomers

Silent Generation

Greatest Generation

Tell Me aBouT iT!

EvEry Day...

30%age 45-54

24%age 55-64

20%age 65-74

13%age 75+

Baby boomers and seniors have a lot to say about what they read online and about their experiences with your products and services. Top ways they express their opinions:

61% of seniors age 50-65 and 46% of seniors age 65+ use email.

20% of seniors age 50-65 and 13% of seniors age 65+ visit social networks.

98% of seniors age 50-65 and 98% of seniors age 65+ watch Tv.

Kinda cool!

65-74

12%

Not my fav.

40-54

25%

Hated it!

75+

6%

loved it!

55-64

26%

Source: 2010 Generations Online, Pew Internet and American Life Project; Nielsen ©2012 Creating Results, LLC

Source: eMarketer ©2012 Creating Results, LLC

email Sent Per Generation

THeY’ve GoT Mail.

To connect or not connect. That is the question.

The older you get, the more likely you are to see good ol’ fashioned email as a sharing tool.

Source: eMarketer ©2012 Creating Results, LLC

use email as a Social Share Tool

55-64

40-54

54%

4%2%

39%65-74 75+

Source: Creating Results - Social, Silver Surfers; October 2010 ©2012 Creating Results, LLC

reasons for Trying Social Networks

Work/career

connect w/friends friends invite

family invites curiosity

other

Source: Creating Results - Social, Silver Surfers; October 2010 ©2012 Creating Results, LLC

Source: May 2012 Google Ad planner; plusdemographics.com ©2012 Creating Results, LLC

reasons Not to Become a fan/follower

Time consuming

Social vs. commercial

Not Personal

Not interested

N/a

advertising overload Don’t call Me

Privacy

Privacy/Safety

Top online Social Networks – % of User Base by Age

“I don’t give a flying #&%@ whether or not a friend of mine is a ‘fan’ of the local Piggly Wiggly. It has zero effect on my decision making.” – Baby boomer respondent to survey

frieND, folloWer or foe?Your brand wants to reach the large and affluent over 50 consumers group. But most do not want to interact with you on social networks. That “no thanks” feeling gets stronger as you get older.

19% NO14%YES 27%MAYBE 40%MAYBE/NO

Will They engage with Brands on Social Networks?

23%

16%

14%13%9%

9%

7%5% 4%

8 18 22 32 9 3

15 22 24 24 6 3

4 16 31 31 12 5

50 28 11 5 6

8 25 28 25 8 3

18-24

25-34

35-44

45-54

55-64

65+

created by

25% 23%

18%

14%13%

7%

25%

Get Better Marketing results with 50+ consumers.

MatureMarketingMatters.com @creatingresults

25-34 35-44 45-54 55-64 65 & older