News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Over-50s feel ignored by brand marketers
Those in the over-50 age group believe brands just aren't interested in them, according to new survey results released by High50.
The over-50s have more free time and substantial disposable income. They experience high levels of positivity that stem from having more time to do the things they enjoy and knowing what they want.
Yet, according to a survey of 1,305 people between the age of 50 and 64 conducted by High50, a online global community designed for people over the age of 50, two-thirds feel that brands are 'not at all' or 'barely' interested in targeting them. A fifth believes they are totally excluded from brand marketing.
Technology brands such as Apple and Samsung were among those perceived to ignore over-50s the most with almost all, 95%, believing they were completely overlooked. YouTube performed the worst with just 3% of those surveyed believing the video network was targeted to them. Yet a fifth of survey respondents said they can't live without computer technology and a smartphone.
The brand that was perceived to directly target the older age group was Marks & Spencer (55%) followed by John Lewis (38%) and the BBC (31%).
"Our most economically powerful generation is one that is largely ignored by advertisers," said James Burrows, CEO of High50. "It is clear that existing preconceptions about the over fifties is significantly out-dated, and it's time we acknowledged that for many, becoming 50 is the start of the better half of their lives."
Image via Shutterstock
- Report: Mobile web use doubles
- Ad Roundup: Tools to improve experience
- Study finds customer service key for BTS success
- IAB/UKOM cuts through confusion with 'definitive' data on time Brits spend online
- Google pauses Flash and signals new ad age of HTML5
- Studies ID how Millennials are connecting
- Black Friday UK predicted to break £1bn in online sales
- Smaato: Spending on mobile web ads soars
Featured White Papers
- Why Marketing Should Be Personal
Read our report, Why Marketing Should be Personal, created in partnership with Econsultancy, to learn why 700 marketers ranked personalization...
- Digital Trends 2015
Download the 2015 Digital Trends report, created in partnership with Econsultancy, to see the trends and tools you need to...