NEW YORK, Nov. 20, 2014 /PRNewswire/ -- Integrated marketing agencies Paradysz + PM Digital today released their Mature Market Study, exploring the ways in which the aging Boomer generation engages with brands across on and offline channels.
Mature demographics today are not what they were 5 years ago and not what they will be 5 years from now. 59% of 65+ year olds embraced online in 2013, a 6% increase from 2012 with all signs pointing toward continued digital adoption among this generation. With an increasing level of comfort and growing digital dependence, marketers cannot afford to continue to communicate with the maturing population using the same strategies and sentiments that have worked in previous years. Just as is the case with younger age groups, there is increasing variance across lifestyle, financial status and behavior among aging consumers and as such, marketers need to build relevant and targeted programs across all channels for these different groups within the Mature demographic.
The report not only reveals a more digitally-engaged demographic, but also a generation that has left the "senior citizen" label behind along with its historical implications. The stigma associated with growing older has changed radically as has the adoption rate of new technologies. Behaviors have changed, consequently, and this demographic is rapidly becoming more similar to younger generations in how it consumes content, is affected by technology and makes buying decisions. "Marketers today cannot view older populations as static," said Chris Paradysz, co-founder of Paradysz + PM Digital. "Our research has found that this age group wants brands to address their lifestyle, financial and health needs in a complementary fashion across traditional and digital media campaigns. Mature markets are transitioning from purely offline relationships to fully integrated with much fluidity, and brands must adhere to their shifting lifestyle wants and demands."
According to the report:
- The average non-retired American currently expects to retire at age 66, up from 60 in 1995.
- Americans age 65+ indicate concern regarding their financial futures despite the uptick in overall consumer confidence in 2014 YTD.
- 86% of Americans 65+ regularly use Email.
- Search engines drive nearly 40% of clicks to senior interest sites overall and 56% of clicks to Health industry sites.
- Google accounts for 30% of referrals to mature market sites.
About Paradysz + PM Digital
With its direct and digital businesses, Paradysz + PM Digital's core capabilities are based in a data-driven approach to understanding, targeting, acquiring, cultivating and optimizing customer value for clients. Through comprehensive experience in multiple media channels, including search, social, display, email, direct mail, print and insert media, as well as strategic and creative web development capabilities, the company leverages proprietary research tools and an obsessive focus on performance to help clients make the most informed marketing decisions. With a client list that's a "Who's Who" of nonprofit and commercial organizations, Paradysz + PM Digital have continued to grow their reputation as some of the industry's most critical thinkers and leaders.
SOURCE PM Digital