Many misconceptions surround the marketing viability of today’s older adults – and you may be wondering which, if any, are true. Below is a list of myths as well as the realities that surround marketing to older adults online.
Older adults don’t spend money online.
Boomers outspend younger adults online 2:1 on a per capita basis. (Forrester Research)
Baby boomers were activists.
“More than 70% of boomers were never actually politically active in the 60’s and 70’s. Only 15% claim to have participated in demonstrations or protests.” – Chadwick Martin Bailey
Younger adults have all the money.
The 55+ age group controls more than three-fourths of America’s wealth. (ICSC)
As women age, they become more unhappy.
65% of women 45+ consider themselves to be happier now than they have ever been. (AARP)
Younger adults are the largest demographic online.
Adults 50+ represent the Web’s largest and fastest-growing constituency. (Jupiter Research)
Teenagers spend the most time online.
In 2012, Baby Boomers (47-65) spent 27 hours per week online, 2 hours more per week than Millennials (16 – 34) at 25 hours per week. (WSL/Strategic Retail)
Social media is for kids.
65% of all adult Internet users engage in social media. In 2011, baby boomers increased their usage of social media by 60%. (Pew Internet & American Life Project)
Retirees do not use the Internet.
Seniors (66+) spent an average of 25 hours per week online in 2012. (WSL/Strategic Retail)