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Wednesday, November 28, 2007

WARC report about the 50-plus and advertising creative


I have worked with Jo Rigby, the head of Insights at OMD, to research the way that different lifestyle groups of the 50-plus respond to advertising creative. If you are a member of WARC you download the report. For those of you who are not, you can apply for a trial membership and hopefully access the report.

Over the coming months I will discuss some of the findings. I know I shouldn’t say it, being a modest sort of chap, but this is the most extensive research ever done on the subject. Dick Stroud

2 comments:

Anonymous said...

Hi Dick,

I was wondering if you could point me in the direction of any information regarding the over 50s and their attitude/reponse to digital media. I have read the report from yourself and OMD, but it only seems to deal with above the line executions. I'd be very interesting in hearing from you regarding digital and its potential with the over 50s.

Thanks

Dick Stroud said...

Go and have a look at the presentations on my Web site http://www.20plus30.com/presentations.htm

Beware that there is no such thing as a 50-plus attitude to the Web. Somebody aged 50-60 in the AB socio economic group will have a higher Web use than somebody aged 18 - 34 in a low group. Only 16% of the 65+ use the Web, but those who do have the highest level of time online than any age group.

Digital is an area I cover in my blog - have a look at the postings. Of course you could always buy the book! Dick