Immersion Active: The Internet Marketing Agency for the 50-plus Market
Marketing to Seniors
According to a study by the Pew Internet and American Life Project, "the number of Americans 65 and older using the Internet went up 160 percent from 2000 to 2007...and no other age group went up more than 70 percent."
Additionally, a NetValue survey found that "retired seniors go online an average of 15.9 days a month, more than any other group in the U.S. They also click twice as many banners as students do — 3 compared with the average of 1.5."
Today's seniors are part of the Internet's largest and fastest growing constituency. So throw away all of those myths about senior citizens not being technologically savvy — there's a silver tsunami of digital seniors surfing the Internet like never before.
Immersion Active is the Internet marketing agency committed to developing interactive strategies to reach seniors online. Seniors are becoming increasingly open to exploring new technologies, and equally willing to open their wallets for products and services marketed to meet their needs.
So what works?
It's more than large text
A commonplace misconception is that all websites need to be "senior-friendly" is large text. While larger font sizes are easier on the eyes, there is a range of physical and cognitive issues, like declining motor skills and disorientation, that seniors face online. Understanding and catering to these issues betters usability not only for older adults, but for those of all ages.Speak to them like they're real people
New technologies have always been marketed to younger demographics. The tides are turning now that seniors are on board, and because they're older does not mean they are aliens. Do not speak negatively about their age or speak down to them — marketing messages need to treat them like viable consumers.Do not overwhelm them
Seniors are proving to be just as enthusiastic about using the Internet as younger generations, but they can be easily overwhelmed. There is a happy medium between using technical jargon and dumbing down concepts too much (which could be taken as insulting). And while seniors are emailing, surfing, researching, networking...providing an offline contact is always reassuring to them.Is that it?
Absolutely not.
It's certainly not "the beginning of the end" for modern seniors. Rather, they see themselves embarking on a new era of their lives and are ready to tackle whatever comes their way. Online marketing targeting seniors must cater to their needs in order to capture their dollars.
Resources
As the only Internet marketing agency in the United States focused solely on the 50-plus markets, we are constantly looking for the latest insight into these dynamic consumers. We encourage you to explore our resources section.