Media and Advertising
What images do your older customers relate with or aspire too? What are their fears, their dreams? Effective advertising to an older market isn't about simply increasing the type size in your ads -- although depending on your target customers, that may help. Effective advertising starts with an intimate understanding of your customer and the media they choose, and then creating a relationship to reach them on an emotional level. Do this and you're effectively reaching your customer. While it is a common practice for advertisers and many media companies to target and concentrate on adults 25-44, they are missing out on a large portion of the population - the 50+ market. Consider the following:
Newspapers:
- 34% of all newspaper readers are 55+
- 66.3% of adults 55-64 and 67.6% of adults 65+ read newspapers on a daily basis, the two highest penetration percentages based age group
- 35% of readers of the business section are 55+
Television:
- 85% of adults 55+ watch television on an average weekday
- 24% of all cable subscribers are 55+
Radio:
Internet:
- 74% of adults 50+ listen to the radio on the average weekday 27% of these listen to radio at least 3 hours a day
- Adults 50+ prefer the Adult Popular Standards format more than 21 % greater than any other radio form
- There are an estimated 7 million adults 50+ using the Internet
- Adults 50+ are 30% more likely than adults 18-45 to order goods and services over the Internet
- During the holidays, online shoppers spend an average of $1,819
compared to the average shopper's total of $629(Sources: Arbitron in cooperation with the Radio Advertising Bureau,
Selling to Seniors)
American Society on Aging
71 Stevenson St., Suite 1450
San Francisco, CA 94105-2938
www.asaging.org
info@asaging.org