80% of U.K. adults aged 55 and over are online. 🖥️ Here's how advertisers can reach them.
As marketers, it's easy for us to get caught up in the stereotype that seniors are technology-illiterate.
(While to many the meaning of the term "senior" may differ, for the purpose of discussing the recent literature on this topic, we will be referring to those aged 55 and over). But recent research shows that 4 out of 5 adults over 55 are online. And according to the same study, most seniors (a whopping 86%) will rack up an average daily screen time of 6 hours. That's almost a full-time job spent online between any of the 5 devices that they own on average. Think about it- those that are 65 today were just 36 when the first web browser was introduced. So, it's no wonder that 82% of them use their smartphones every day. Looks like the millennials and Gen Zs have some serious catching up to do... 😉
So, what do advertisers need to know about this undervalued demographic, and how can we create campaigns that reach them? Let's find out!
1. Understanding the why
In order to create jaw-dropping campaigns that cater to this intriguing demographic, advertisers should first try to understand why seniors are choosing to spend such a large portion of their day online. Recent research has defined three key areas of interest that keep members of this demographic logging in day after day:
Firstly, connection.
It may come as no surprise that, when it comes to staying connected to our beloved family and friends' lives, social media is almost unsurpassed. That's exactly what motivates 91% of seniors to go online.
Secondly, finances.
With more and more banks closing every day, the in-person banking experience is rapidly decreasing in our day-to-day lives. For monitoring or organising finances, seniors are turning to the digital world. The final factor that has over 55's going digital is health. Even before the pandemic, more and more of us have been going online for inspiration or tips to help us stay healthy and fit. But it isn't an only connection, finances or health that brings seniors online - it's also a matter of staying with the times. 7 out of 10 seniors say that they will increase or retain their online expenditure once the pandemic has stopped affecting their lives.
2. Know where to reach them.
The best place to reach this age group online might surprise you. As it happens, the channel that this demographic has connected with (and on) the most is YouTube. That's right, for many, YouTube has become an integral part of their day-to-day life. Optimising campaigns to include video is always a good idea, but when launching a paid campaign that targets this demographic, advertisers may want to consider YouTube. When it comes to targeting this diverse age group with your campaigns, remember to follow the data. As always, every campaign starts and ends with thorough research and analysis. And if in doubt, ask a senior. They might be getting better at this "online stuff" than the rest of us...
To learn more about How to Reach U.K. Adults Aged 55 and Over Online, get in contact today.
