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Seniors media use

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Article

This paper explores how the ageing population around the world is challenging prior notions of what it means to be old - this survey finds an age group motivated by health and wellbeing both physically and emotionally.

Article

This article looks at how the Boomer market segment is under-served by current technology provisions and finds three ways in which brands can engage with these wealthy consumers by serving their specific needs.

Article

This article looks at the Silver Surfers demographic group, internet users aged 52-64, highlighting their attitudes to privacy, device ownership and approaches to social networking, e-commerce and brand engagement.

Article

This article argues that marketers need to spend more time thinking about older consumers, and less time focussing on millennials.

Article

This report explores how Latinos aged 50+ are a wealthy, expanding and influential consumer group that is increasingly playing a central role in the formation of a new American mainstream.

Article

This report provides evidence on why the power of radio is still strong and demonstrates how radio can provide advertisers with qualified consumers close to the point of purchase.

Research Paper

The advertising industry has devoted substantial managerial focus on digital information and entertainment.

Article

This article provides demographic data about generations across the US and outlines each group's media behaviour.

Article

This report describes trends in media consumption habits, taking a close look at the numbers to reveal that viewers of all ages, ethnicities and races are opting to shift some of their video viewing behaviours.

Research Paper

This paper sets out the case for using "perceived age" for segmentation, which can be more predictive of consumer behaviour than chronological age alone and includes supporting work conducted with the BBC, the media organisation.

Article

This report analyses trends in video viewing in the United States, with an emphasis on cross-platform viewing and video on demand.

Article

This report provides an analysis of cross-platform media consumption, as the average American now consumes almost 60 hours of content each week across TV, radio, online and mobile.

Article

This article discusses the changing behaviour of people aged over 55 in China, arguing that using age alone to target consumers is ill-advised as there is much diversity within this group.

Article

This article discusses the rise of cinema-going amongst the over-55s and analyses how advertisers should adapt to his development.

Article

This paper looks at how marketers can meet the needs and demands of the ageing population in China, where 36% of the population is forecast to be 55 years old and above by 2030.

Article

This presentation suggests marketing methods to better access the US Boomer generation, and includes examples from Diamond Foods, Walgreens and Depend.

Article

This article looks at marketing to segments of the aging population group (age 55+) in Thailand, where birth rates and life expectancy are increasing.

Article

This summary from the Advertising Research Foundation looks at the Baby Boomer demographic group - those born between 1946 and 1964.

Article

This briefing offers an overview of the history, theories and key trends related to Marketing to Seniors.

Research Paper

This paper explores the validity of using chronological age as a primary targeting factor. It shows that the majority of people don’t see themselves in terms of their chronological age, many identifying with a completely different age group.

Article

This slide presentation explores the importance of consumers under 25 and over 54, who account for 58% of all consumers in the U.S.

Article

Apple’s success with its iPhone and iPad is a consumer technology success story. Apple opened its online App Store in the middle of 2008, and within ten months the billionth app was downloaded.

Research Paper

This presentation provides an oversight on how aging and associated health conditions affect the daily life of elderly people.

Research Paper

The present article provides evidence to suggest that older consumers are just as likely as younger consumers to switch brands, and discusses specific guidelines and strategies for taking older consumers into account when selecting media vehicles.

Research Paper

In the age of digital revolution there is a tendency to believe that computer science and new technologies only impact younger groups.