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Brewing up a Mobile Application Strategy for Baby Boomers

Can the cult of coffee bean aficionados and brewing engineers help interactive developers and designers build a better mobile app for baby boomers? The 55–64 year olds (both trailing edge 18% and leading edge 13%) who make up 31% of the smart phone user base, certainly hope so. A cup of coffee can be comforting […]

January 17, 2011

The Ageless Benefits of YouTube Captions

Youtube, the world’s #2 search engine, has a powerful feature that many users don’t take advantage of: captions. Captions make your video available to more people (of all ages) in a lot of surprising ways, and benefit consumers and content creators alike. First, the obvious one:

November 29, 2010

Moving Beyond the Coupon: Boomers Need More Than Bargains

Deal sites. Discount sites. Clearance sites. Coupons, Groupons, and Gray Poupon–oh my. Don’t get me wrong–deals and coupons can be great. And they’re a hot tactic for us online marketers right now because they lie at the intersection of the consumer’s painful awareness of the poor economy, the explosion of the social graph, and location-based services. […]

November 5, 2010

AARP’s Digital Experience

Since I’m not-yet-50, my friends like to tease me about attending AARP’s Life @ 50+ event. Regardless of what they say, AARP does certain things really well at its annual convention that I look forward to, one of which is their general session on the closing day. Over the past several years, I’ve been immersed […]

October 8, 2010

Marketing to Older Adults: More Than a Cheap Laugh and a Fast Buck

You see, a culture of ageism of still dominates most societies, but the zeitgeist is changing. For the first time in history, adults over the age of 40 are the consumer majority. What countries like Singapore, Sweden, and Denmark, (ranked among the top five for Global Competitiveness and also countries with an aging population) know is that (to steal the words of Auguste Comte, the founder of sociology) “demography is destiny.”

We have a responsibility as marketers. As targeting boomers and seniors becomes increasing popular, it is imperative that we don’t screw it up.

November 4, 2009

More advertisers? Not for More Magazine

“The Readers Are Over 40. (Don’t Tell Advertisers.)” is a New York Times feature that delves into the current struggles of More Magazine, whose average reader is age 51.

Even though More’s newsstand sales are outpacing competitors like O, Oprah Winfrey’s magazine, Real Simple, and Martha Stewart Living, many advertisers won’t touch it with a 10-foot pole – especially luxury brands.

August 25, 2009

eMarketer: Seniors Didn’t Catch the Wave

eMarketer released an article today titled “Few Senior Surfers Sighted.” “Not Internet-addicted?” That’s an interesting perspective. I don’t mean to suggest that seniors are “addicted” to using the Internet, but what this article infers is a bit of a stretch.

July 10, 2009

Nothing More “To Be Determined” for Boomer Social Network

With boomers, it’s not about destination sites. It’s not about building a place for them to call their own. They’re already online and going to most of the same places as everyone else. It’s not about creating a place for them to have conversations. They’re already having them.

July 2, 2009

2009 Generations Online Report

The Pew Internet & American Life Project has released the 2009 version of its Generations Online report. As we suggest in our book Dot Boom, older generations are generally following suit with younger adults.

March 27, 2009

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