Traditional Media Still Best Way to Reach Baby Boomers

image When it comes to Baby Boomers, TV continues to be the most trusted form of media according to studies from both ARAnet and the Pew Research Center.

An article from eMarketer shows that while fewer respondents selected TV as their biggest news source compared to the prior year, it it remained well ahead of daily newspapers, radio and the Internet. Almost 15% of respondents’ time spent on news was online, up from 12.7% in 2008. 

Sources from Which US Adults Get Their News and Information, September 2009 (% of total)

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As far as creditability, US adults ranked them in nearly the same order with TV coming out on top.

“A trend to watch is the increased use of online sources for news and information among the college educated, Hispanics and people making more than $100,000 per year, compared to the general population,” according to ARAnet’s study. “And, of course, the younger the respondent, the more likely they are to rely on online sources.”

Pew also found that there is an overall preference for television news, however they rated online higher for learning about national and international events.

Leading Source of News According to US Adults, by Age, July 2009 (% of respondents)

 Traditional Takes Top Spot for News

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  • We Baby Boomers are catching up with the Generation X's and Y's. It looks like “On-Line” will be hopping over newspaper and radio soon. Have a look at LikeSoup if you're looking for a better way.

  • How is the situation any different from any other major media technological change that has occurred over the last 120 years? Look at film making, telephones, radio, television, and yes, even the Internet itself.

    For example, as an older baby boomer, I watched both of my parents, who were born at the end of World War I, view their first TV shows in the early 50s. While they were reluctant and selective viewers at first, they both became avid viewers watching most anything of real interest. My grandparents who were both born 25 years after the end of the Civil War were the same; however, they adapted less rapidly than my parents. Why would it be any different with seniors now?

    We are all aware that the initial growth of both the PC and Internet rose from the needs primarily of the baby boomer generation in business. It would be astounding if we did not increase our use of it, especially as the Internet becomes more and more convenient to use for viewing many TV news and entertainment shows than even television itself.

    The problem with Internet marketing to seniors is getting accurate and meaningful data on the specific use of this medium by those seniors. Finding out where large segments of the senior population go on the Internet right now would be very helpful. Some of the data has been very vague and weak on this matter. For instance, some marketing advisors merely point out the sites created and still hosted primarily for seniors. Others supply data based on senior usage over the entire period that a website has been up. It is data on very current trends that would be most helpful (hint, hint).

    Internet marketing consultants who simply advise reverse mortgage originators on how to advertise to seniors on the Internet may prosper for a while but long-term, if they fail to provide relevant data on where to advertise based on verified marketing success, they should see their consulting businesses dry up.

  • How is the situation any different from any other major media technological change that has occurred over the last 120 years? Look at film making, telephones, radio, television, and yes, even the Internet itself.rnrnFor example, as an older baby boomer, I watched both of my parents, who were born at the end of World War I, view their first TV shows in the early 50s. While they were reluctant and selective viewers at first, they both became avid viewers watching most anything of real interest. My grandparents who were both born 25 years after the end of the Civil War were the same; however, they adapted less rapidly than my parents. Why would it be any different with seniors now?rnrnWe are all aware that the initial growth of both the PC and Internet rose from the needs primarily of the baby boomer generation in business. It would be astounding if we did not increase our use of it, especially as the Internet becomes more and more convenient to use for viewing many TV news and entertainment shows than even television itself.rnrnThe problem with Internet marketing to seniors is getting accurate and meaningful data on the specific use of this medium by those seniors. Finding out where large segments of the senior population go on the Internet right now would be very helpful, especially that information was presented in 10 year age groupings (50-59,60-69, etc.) . Some of the data has been very vague and weak on this matter. For instance, some marketing advisors merely point out the sites created and still hosted primarily for seniors. Others supply data based on senior usage over the entire period that a website has been up. It is data on very current trends that would be most helpful (hint, hint). rnrnInternet marketing consultants who simply advise reverse mortgage originators on how to write ads to seniors on the Internet may prosper for a while but long-term, if they fail to provide relevant data on where to advertise based on verified marketing success, they should see their consulting businesses dry up.rnrn

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