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BizReport : Ecommerce : November 20, 2009
CTAM: Don't forget matures in email, ecommerce marketing
When it comes to ecommerce and email, many marketers are focusing on Gen X and Boomers, but a recent study from the Cable & Telecommunications Association for Marketing (CTAM) indicates this could be a mistake. Although younger generations are generally thought to be more tech-savvy and therefore better targets for online marketing this study shows that Mature consumers (age 65+) are very likely to be sending/answering email and shopping online - nearly as likely as younger consumers.
Researchers with CTAM and BoomerEyes interviewed more than 1,500 adults through the summer months and found that 77% of Matures shop online, utilize email (94%) and use the Internet to fiind health/medical information (71%) regularly. Matures are also getting their daily news, managing bank accounts and some are even gaming online. Now that doesn't sound like your grandparents, does it? But apparently it is - and marketers need to take notice of the fact that senior citizens may be staying in but they are not staying offline.
"The technology adoption behaviors of the younger generations is studied frequently and their impact on advertising and marketing is widely known," said CTAM President and CEO Char Beales. "But this study . . . reveals opportunity among the Boomers and Matures, who have significant purchasing power, are active online and more comfortable with technology than often reported."
• 93% of Boomers (ages 45-64) are using email and shopping online (71%)
• Younger consumers are most likely to text but Boomers and Matures also text
• Younger consumers are more likely than Matures to use Cable television services
Tags: Boomers, CTAM, ecommerce, email, email marketing, Mature marketing, online advertising, online shopping
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