Marketing to Older Adults: Why and How?

Stuart P. [email protected]

www.TheBeaconNewspapers.com

Marketing to Older Adults:Why and How?

Stuart P. Rosenthal

Publisher, The Beacon Newspapers

Chair, Maryland Commission on AgingPast President, North American Mature Publishers Association

mailto:[email protected]



Age Group

1960-1970

1970-1980

1980-1990

1990-2000

2000-2010*

2010-2020*

2020-2030*

0 to 4 -15.0 -4.1 11.5 4.3 11.5 7.0 6.1

5 to 14 14.3 -14.7 1.1 16.8 -1.5 9.9 6.3

15 to 24 48.0 18.7 -13.4 7.1 9.1 -1.9 10.4

25 to 34 10.6 49.0 15.5 -7.9 4.5 8.4 -0.4

35 to 44 -4.6 12.2 45.7 19.9 -8.9 4.1 9.1

45 to 54 13.1 -2.6 11.0 50.8 17.9 -8.7 4.9

55 to 64 19.9 16.6 -3.2 15.6 48.4 18.0 -7.7

65 to 74 13.6 25.6 15.3 1.7 15.8 49.3 19.2

75 and over 35.7 32.9 29.7 27.5 13.8 20.5 46.3

Source: Gerontological Society of America

U.S. Population Growth (percent) by Age




Age Wave? Silver Tsunami?




1Sales and Marketing Magazine 2US Census Bureau projections

0

5

10

15

20

25

30

35

40

45

50

Market Growth Over the Next 15 Years 1

50-64 Year Olds

P e

r c

e n

t

65+ Year Olds

18-40 Year Olds

>50%

32%

3%

Every 7.5 seconds someone is turning 50

In less than 18

months, 108 million

people will be over

the age of 45 (~40%

of population)

Boomers & Seniors are the Fastest Growing Markets




PEW Communities Survey




Rising Net Worth of Seniors

Median Net Worth by Age of Householder, 1984 and 2009




The Media Landscape

1966

MagazinesNewspapers

RadioTelevision

1986

Cable Magazines

NewspapersPersonal Computer

RadioTelevision

Videotape RecorderVideo Games

BlogsCableEmailFacebookGoogleIMInternetInternet RadioiPod/iPhone AppsMagazinesMobileNewspapers

Online GamesPersonal ComputerPodcastsRadioSocial MediaTelevisionText MessagingTivoTwitter

2010


Source: Scarborough Research survey data

Newspaper Readership






TotalAge

18-34 35-44 45-54 55+

% % % % %

Television ads 37 50 38 35 23

Newspapers ads 17 6 13 14 31

Internet search engine ads

14 10 15 16 16

Radio ads 3 3 4 3 2

Internet banner ads 1 4 1 1 *

None of these 28 27 29 31 27

TotalAge

18-34 35-44 45-54 55+

% % % % %

Internet banner ads 46 43 50 48 45

Internet search engine ads

17 20 14 17 15

Television ads 13 7 10 15 20

Radio ads 9 11 10 9 7

Newspapers ads 6 7 7 5 5

None of these 9 13 9 6 8

TABLE 1MOST HELPFUL ADS

“There are many different types of ads and many venues for them. Which one of the following do you find most helpful in helping you decide what products or services to purchase?”

TABLE 2ADS PEOPLE IGNORE

“Which one of the following types of ads do you tend to ignore or disregard the most?”

Base: All U.S. adults

Poll conducted June 4-8, 2009.

AdweekMedia/The Harris Poll




LinkedIn Research Network/Harris Poll Advertiser Report 2009

Internet Ads are Frustrating




Marketing BudgetsWhich marketing budget line items will your company increase or decrease in 2012?




Percentages of Americans using digital technologies

Category All Consumers Boomers 50-64 Seniors 65+

Go online 79% 78% 42%Use search engine daily 59% 52% 37%Use video sharing site 71% 54% 31%Look online for health Information 59% 58% 29%Use social networking site 61% 47% 26%Have a cellphone 85% 85% 58%Have a smartphone 35% 24% 11%Make Internet calls 24% 19% 18%Have an E-reader 12% 13% 6%Have a tablet 8% 8% 2%Have a mobile health "app” 9% 6% 5%

Source: Laurie Orlov, using data from Pew Research Center’s Internet & American Life Project, reported in U.S. News & World Report

Who’s Using Digital Technology?




• What makes ads effective?• What keeps them readable?

Effective Print Advertising




Portraying Older Adults?




Graphic Designer Pointers




Stuart P. RosenthalPublisher, The Beacon Newspapers

Chair, Maryland Commission on Aging

[email protected]

www.theBeaconNewspapers.com; 301-980-9557

Thank you





http://www.thebeaconnewspapers.com/


Documents

Marketing to Older Adults: Why and How?