Reaching targeted audiences: 55+

I have been talking about increased use of the Internet for finding information and doing business by the 55+ crowd for some time. Your company may be looking for ways to angle into an older audience online. This survey by Burst Media has some interesting findings.

Burst recently surveyed more than 13,000 web users 18 years and older about their views on the availability of age-focused online content, website design, and targeted online advertising.
It says that Internet users actively seek out content for their age group. However, online content providers are not meeting the needs of all age segments. The survey shows that a majority of Internet users 45 years and older believe online content is focused on younger age segments.

"Three out of five (59.6%) of respondents are visiting more websites in a typical week than they were one year ago. (Chart 2) An expanded catalogue of sites visited is not only a phenomenon of the young, but is found among all age segments. In fact, 62.8% of respondents 55 years and older say they are visiting more sites today in a typical week of web surfing than they were one year ago," according to the report.

One last note, and you can find the whole report at Burst, "The 55 years and older segment is integrating the Internet into their daily lives. In fact, for this segment the Internet is rapidly replacing other media as the primary source for news, entertainment, and information. As you develop a media plan to reach this important target, recognize the role the Internet has in their lives by leveraging the vast content of the Internet, and utilize creative that is age appropriate in both design and messaging. Remember the creative options utilized to reach one age segment might not resonate with another."