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Seniors Online: How Aging Boomers Will Shake Up the Market
eMarketer, June 2005, Pages: 27
As the oldest Baby Boomers prepare to turn 60 in 2006, marketers and the media are waking up to the power of older consumers. Unlike today's seniors, Boomers are dedicated Internet users and broadband fans. As they approach the next phase of their lives, they will challenge companies to keep up with their ever-demanding ways, both online and off.
Attention: Marketers, Advertising Agencies, Retailers and Online Content, News, Entertainment, Gaming, Health Care and Travel Sites.
The Seniors Online report analyzes the changing usage patterns of the older adult and senior online populations. If you think today's senior online population has lesser appeal to marketers, you're right. If you think tomorrow's seniors won't be of consequence, either, you're wrong.
Until recently, there was very little interest in the idea of marketing to aging Baby Boomers—those post-World War II children born between 1946 and 1964—online or off. Despite the fact that the over-50 population is growing faster than the under-50s and Boomers have $1 trillion in spending power, marketers have largely ignored them as a target market.
In many ways, the Boomer demographic is a perfect target for online marketing. They are frequent, engaged online users and they are approaching a stage in life where major issues–the decision to stop working, investment planning, health care, downsizing a home–come to the fore. There are ways the Internet can help Boomers prepare for these transitions.
Key questions the Seniors Online report addresses:
- How large are the older adult and senior Internet populations?
- How fast is the Boomer online population growing?
- How will usage patterns differ between today's and tomorrow's seniors?
- What sites are Boomers most likely to visit?
- Why do financial services, health care and real estate businesses need a strong Web strategy for older adults?
- What changes in Web design will be necessary as Internet users age?
- And many more…
The Seniors Online report aggregates the latest data from leading researchers—AARP, AgeWave, comScore Media Metrix, Harris Interactive, Merrill Lynch, Nielsen//NetRatings, US Census Bureau, US Department of Commerce and many others—with eMarketer's objective, unbiased analysis to give you the information you need to make well-informed business decisions in this changing marketplace.
Sources
- AARP
- ACNielsen
- America Online
- Arbitron
- AXA Group
- California Association of REALTORS (CAR)
- comScore Media Metrix
- Crestwood Associates
- Edison Media Research
- eMarketer
- Enquiro
- Forrester Research
- Gallup Poll
- Harris Interactive
- InsightExpress
- iProspect
- Kaiser Family Foundation
- Keynote Systems
- Merrill Lynch
- Nielsen Norman Group
- Nielsen//NetRatings
- Pew Internet & American Life Project
- Stanford University
- The Media Audit, International Demographics, Inc.
- US Census Bureau
- US Department of Commerce
- Vertis
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