What are Social, Silver SurferS doing online?

Think people over 50 are tech-hating, bumbling luddites? Think again. Baby boomers and seniors are online in force. As the country goes gray (10,000 Americans turn 65 every day) NOW is the time for marketers to understand what Social, Silver Surfers your targets are doing on the web.

Theyre online more than you may have suspected.

% of u.S. Population

% of internet Population

25-34

35-44

45-54
2012 Creating Results, LLC

55-64

65 & older

Source: 2010 Generations Online, Pew Internet and American Life Project

ToP oNliNe acTiviTieS

Millenials Gen X Younger Boomers older Boomers Silent Generation

by generation

Greatest Generation

Source: 2010 Generations Online, Pew Internet and American Life Project; 2012 AdWeek Data Points 2012 Creating Results, LLC

96 94 91 93 90 88

72 75 73 75 63

email
92 87 86 87 82

Buy Products
61

72

41

56

75 73 69

use Search engines

28

Government Websites
62 62 58 56

68 74 81 70 67

35

44

Seek Health info

85 84 84 85 76

Bank online
80

59

20

44

55

66 62

News
64 67 70 67 61

Watch videos
83

53

16

50 43 34

62

Book Travel

use Social Networks

Tell Me aBouT iT!

Baby boomers and seniors have a lot to say about what they read online and about their experiences with your products and services. Top ways they express their opinions:
Kinda cool!

20%
age 65-74

24%
age 55-64

Not my fav.

12%

13%
age 75+

25%
40-54

65-74

loved it!

30%
age 45-54

Hated it!

6%
75+

26%
55-64

People Who use comments

user reviews as a Social Share Tool

EvEry Day...

61% of seniors age 50-65 and 46% of seniors age 65+

use email.

20% of seniors age 50-65 and 13% of seniors age 65+

visit social networks.

98% of seniors age 50-65 and 98% of seniors age 65+

watch Tv.

Source: 2010 Generations Online, Pew Internet and American Life Project; Nielsen 2012 Creating Results, LLC

THeYve GoT Mail.

The older you get, the more likely you are to see good ol fashioned email as a sharing tool.

email Sent Per Generation

Source: eMarketer 2012 Creating Results, LLC

39%
65-74

54%
75+

use email as a Social Share Tool

Source: eMarketer 2012 Creating Results, LLC

2%
40-54

55-64

4%

To connect or not connect. That is the question.

I dont give a flying #&%@ whether or not a friend of mine is a fan of the local Piggly Wiggly. It has zero effect on my decision making.
Baby boomer respondent to survey

25% 25%

23% 18% 14%

reasons for Trying Social Networks

Work/career connect w/friends family invites friends invite curiosity other

7% 13%

Source: Creating Results - Social, Silver Surfers; October 2010

2012 Creating Results, LLC

frieND, folloWer or foe?

Your brand wants to reach the large and affluent over 50 consumers group. But most do not want to interact with you on social networks. That no thanks feeling gets stronger as you get older.

Will They engage with Brands on Social Networks?

YES

14%

MAYBE

19%

MAYBE/N O

27%

NO

40%

5% 4% 7% 9% 9% 13%

23% 16%

reasons Not to Become a fan/follower

Time consuming Social vs. commercial Not Personal advertising overload Not interested N/a Dont call Me Privacy Privacy/Safety
2012 Creating Results, LLC

14%

Source: Creating Results - Social, Silver Surfers; October 2010

Top online Social Networks % of User Base by Age

18-24 25-34 35-44 45-54 55-64 65+

8 15

18 22

22 24 31 50

32 24 31 28 28 25
2012 Creating Results, LLC

9 3 63 12 5 11 5 6 8 3

4 16

25

Source: May 2012 Google Ad planner; plusdemographics.com

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