If you have a spare $930 you can buy a report from Researchandmarkets that will tell you why some sectors of the 50 Plus are important targets for online marketing and why some are not - and what to do about it. I quote: “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.” I agree, I agree, I agree.
On the publishers Web site there is short exert from the book.
”If the simple reason for the difference (why internet use falls for those older than 68) in Internet usage between the two groups is in having access, the more complex reason lies in the differences in psyche among Boomers and the generation before them. While it's difficult to generalize an entire generation, Boomers are often thought of as more adventurous and willing to explore new territory. Using the Internet is an extension of that quest.”
Give me a break! If you plot the fall-off in internet use by the 65 plus it is very close to the amount of time older people spent in a work environment where PCs and the Internet were being used. Their lack of use (and by the way that is rapidly changing) has nothing to do with the “adventurous boomer psyche” but is all about not being brought up with IT as part of your working life.
I hope the rest of the report is more incisive than this excerpt. Dick Stroud www.20plus30.com
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