Seniors are considered 65 and older. Right now that group makes up 13% of the US population. Within 15 to 20 years that group will make up more than 20% of the population pie.
It is a group that will control much of the wealth, buying power, and political power of this country. eMarketer estimates that less than half this population is currently online. But the number is growing as more and more Internet-abled boomers age.
Seniors lag behind the total population for cell phone users. Seniors also still prefer landlines. Seniors are slow to adopt to social media as well. It would be easy to say this group is inconsequential. But in this economy, seniors are one key demographic target that is well-funded and rapidly growing. And within a few years, with very little effort, it will be the largest group of Internet users—changing it forever.
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Some things just go together. Glazed donuts and a cup of coffee. A glass of Cabernet Sauvignon and a New York strip steak. Television and surfing the Internet.
Nielsen estimates that 60% of TV viewers watch television and surf the Internet during a month. Sitting on the couch, watching TV with a laptop open and running (in fact I’m writing this blog watching “Criminal Minds”) just seems so natural.
What also seems natural is that with the computer open, you are open to messages with drive-to-web strategies. You can track traffic on your website by tracking your traffic by time and comparing it to when you aired ads in particular programs. Sure, you test if TV works for your messaging, but also which particular programs draw the most interest.
You can also test different messages in the same programming to see which draws the most eyeballs.
TV and the Internet: Now add a glass of red wine and a donut and you’ve really got something.
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