The Digital Boomer and Senior

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The Digital Boomer and Senior How digital are Boomers and Seniors? Do they really use the internet like other consumer groups? If so why do we (hearing aid/ medical industry) not see more digital conversions? Boomers and Seniors are the largest consumer of digital services and information. Boomers and Seniors use digital is their daily lives to gather information, help them make decision, and keep them connected to friends and family. KevinBekker.com

Transcript of The Digital Boomer and Senior

  • The Digital Boomer & Senior How wired are Boomers and Seniors? Created by Kevin Bekker Sr. Digital Consultant , January 2014
  • The Digital Boomer & Senior How wired are Boomers and Seniors? Agenda Why digital marketing has become important The Boomer & Senior consumer group Perception Boomers and Seniors do not use the Internet. The hearing aid market The ROPO affect on Boomers & Seniors Key Performance Indicators (KPIs)
  • Why Digital Marketing Has Become Important
  • The Traditional Consumer Three Step Mental Model
  • The New Consumer Model
  • The New Consumer Model 88% of consumers research before they purchase prior to purchase. On average consumers absorb 10.4 sources of information prior to purchase
  • The New Consumer Model
  • Traditional Media Drives Online Action(s) Nearly 3 in 4 consumers exposed to traditional advertising (within a traditional media) later look up the product or brand online. Types of media and actions taken following exposure to stimuli Prompted to Search (Google, Yahoo, & Bing) Direct to Advertisers website Direct To Storefront 67% 64% 78% 77% 26% 15% 21% 21% 7% 11% 1% 2% Source: Based on 2012 Google/Compete Retail Furniture Study, U.S.
  • The Boomers & Senior Consumer Group
  • By 2030, consumers 50+ are expected to grow by 34%. Source: "Introducing Boomers. Marketing's Most Valuable Generation." Nielson.com. N.p., Aug. 2012. Web.
  • IN 5 YEARS: 50% of U.S. Adult population will be aged 50+ by 2017. Source: "Introducing Boomers. Marketing's Most Valuable Generation." Nielson.com. N.p., Aug. 2012. Web.
  • Boomers Control 70% of the US Disposable Income Source: "Introducing Boomers. Marketing's Most Valuable Generation." Nielson.com. N.p., Aug. 2012. Web.
  • Boomers outspend other generations by an estimated $400 billion each year on consumer goods and services Source: US Government Consumer Expenditure Survey
  • Americas senior population is growing by 10,000 a day Source: Lan, Bill. "Winning the 2013 Medicare Researcher |Think Insights Google." Web blog post. Winning the 2013 Medicare Researcher | Think Insights Google. Thing With Google, n.d. Web. Apr. 2013.
  • Perception: Boomers and Seniors Dont Use the Internet.
  • Perception: Boomers and Seniors Dont Use the Internet. 58% of Americas senior population research or buy Medicare via the internet. Source: Lan, Bill. "Winning the 2013 Medicare Researcher |Think Insights Google." Web blog post. Winning the 2013 Medicare Researcher | Think Insights Google. Thing With Google, n.d. Web. Apr. 2013.
  • Perception: Boomers and Seniors Dont Use the Internet. 71% of seniors use search engines to look for information about healthcare (with mobile search a growing component), initially concentrating on generic queries rather than brand terms Source: "Introducing Boomers. Marketing's Most Valuable Generation." Nielson.com. N.p., Aug. 2012. Web.
  • Perception: Boomers and Seniors Dont Use the Internet. 84% of seniors now access the internet. Search Queries among the 65+ demographics have doubled since 2010 Source: Lan, Bill. "Winning the 2013 Medicare Researcher |Think Insights Google." Web blog post. Winning the 2013 Medicare Researcher | Think Insights Google. Thing With Google, n.d. Web. Apr. 2013.
  • Perception: Boomers and Seniors Dont Use the Internet. Boomers/Seniors spend more time online then watching TV in an average week. TV = 16hrs Online (NET) = 19hrs Source: Google Reaching Todays Boomers and Seniors Online, March 2013
  • Perception: Boomers and Seniors Dont Use the Internet. Internet keeps me up-to-date on political and policy issues 60% Internet allows me to easily access information on my personal interests 78% Internet is my most trusted source of news & information 33% Source: Google Reaching Todays Boomers and Seniors Online, March 2013
  • Seniors and Boomers use search engines more then any other online medium. Boomers Seniors Source: 2013 Boomers Research Summary. Google/Ipsos Media Ct U.S., March 2013 Source: 2013 Seniors Research Summary. Google/Ipsos Media Ct U.S., March 2013
  • Perception: Boomers and Seniors Dont Use the Internet. Older Boomers (age 56-66) spend the most online of all generations, having spent an average $367 online in the prior months, more than double the amount spent online ($136) by Gen Z adults (age 18-22) Source: Baby Boomers control 70% of US Disposable Income Marketing Charts August 7, 2012
  • Perception: Boomers and Seniors Dont Use the Internet. Seniors Boomers Boomers and Seniors use a social media daily. Seniors Boomers Majority of Boomers and Seniors watch online video: YouTube is the most used online video website 6 in 10 4 in 10 Source: 2013 Boomers Research Summary. Google/Ipsos Media Ct U.S., March 2013 Source: 2013 Seniors Research Summary. Google/Ipsos Media Ct U.S., March 2013
  • Online Video Viewing Prompts action among boomers 75% Source: 2013 Boomers Research Summary. Google/Ipsos Media Ct U.S., March 2013 Source: 2013 Seniors Research Summary. Google/Ipsos Media Ct U.S., March 2013
  • Online Video Viewing Prompts action among seniors Source: 2013 Boomers Research Summary. Google/Ipsos Media Ct U.S., March 2013 Source: 2013 Seniors Research Summary. Google/Ipsos Media Ct U.S., March 2013
  • Online Video Viewing Prompts action among seniors How Old are your ears? (Hearing Test) Posted on YouTube October 2013 7,219,875 plays in 4 months Boomers/Seniors Google the term YouTube an average of 3,621 times every minute Source: 2013 Seniors Research Summary. Google/Ipsos Media Ct U.S., March 2013
  • The Hearing Aid Market
  • Google Search Engine Traffic Trend line 2009-2013
  • Google Search Engine Traffic Index by City 2013
  • Google Search Engine Traffic Breakout Keywords 2013
  • So if Boomers and Seniors are using the internet as much as they say Why do we not see more results?
  • What is ROPO? Research Online Purchase Offline Why is it important?
  • ROPO and Boomers/Seniors Despite the growing popularity of online shopping 8 out of 10 consumers research online and purchase offline Purchased Online Purchased Offline Source: Google Reaching Todays Boomers and Seniors Online, March 2013
  • ROPO Vs. Ecommerce Ecommerce Represents Only 5.4% of Retail Sales Q1 & Q2, 2013 United States Source: US Census Bauru News , August 2013
  • ROPO and Boomers/Seniors The Consumer Path to Purchase is complex and may lead to false attribution Source: Google Reaching Todays Boomers and Seniors Online, March 2013
  • ROPO and Boomers/Seniors What do we know about Boomers/ Senior Shopping hobbits? Boomers are more likely to compare prices or use coupons then other consumers. -Nielson
  • ROPO and Boomers/Seniors John is reading a book he recently bought on Amazon. He took advantage of free shipping using a AAA discount John bought his Active Man sweater and khakis in Mens Warehouse after seeing a buy- oneget one promotion on Facebook Meet John. John, is reading quietly on a dockside bench in the Florida Keys. He recently purchase a vacation using Groupon and Saved $800 John was gifted this watch by his Granddaughter. He accidentally hinted that he liked the watch because it had adjustable font sizes. After attempting to read the manual he found a How-To Video on YouTube. John purchased a new pair of shoes (dockside) after finding a local shoe shop using his Smart Phone and his free internet wireless
  • 80% of success is showing up. Woody Allen 1989 August 13,