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
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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, New
York Times
Making Your Website Senior Friendly Source:
http://www.nia.nih.gov/health/publication/making-your-website-senior-friendly
Key Tips for Making Your Website Senior Friendly Break information
into short sections. Give instructions clearly and number each
step. Minimize the use of jargon and technical terms. Use single
mouse clicks. Allow additional space around clickable targets. Use
12- or 14-point type size, and make it easy for users to enlarge
text. Use high-contrast color combinations, such as black type
against a white background. Provide a speech function to hear text
read aloud. Provide text-only versions of multimedia content.
Minimize scrolling. Choose a search engine that uses keywords and
doesn't require special characters or knowledge of Boolean
terms.
Making Your Website Senior Friendly 50+ Mobile device intent
continues to grow On Average consumers 50+ spend at least 5hrs a
week on their smart phones 42% plan to spend more time on their
Mobile phone over the next year 36% plan to purchase in the next 12
months Source: Google Reaching Todays Boomers and Seniors Online,
March 2013
ROPO and Boomers/Seniors Boomers and Seniors multi-task with
multiple devices, engaging simultaneously & sequentially
Boomers 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 Seniors
ROPO and Boomers/Seniors Why search visibility is important
Boomers and Seniors use search engines more then any other medium
82% 91% Of Boomers Use a Search Engines Of Boomers take action as a
result of Search 75% 85% Of Senior Use a Search Engines Of Seniors
take action as a result of Search 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
ROPO and Boomers/Seniors Why search visibility is important
Above the Fold Positioning Organic & Search Engine Marketing
69% 58% Of Boomers click on sponsored links Vs. Of Gen Y Click on
sponsored Links 91% The Top 5 Of consumers will not travel beyond
page 1 of a search engine. Organic search positions represent 81.8%
of all Organic Clicks Source:
http://searchenginewatch.com/article/2276184/No.-1-Position-in-Google-Gets-33-of-Search-Traffic-Study
Using Key Performance indicators or KPIs to track the success
of your digital footprint Engagement Metrics Time- on- site/ page-
depth/ bounce rate Conversion Goals Create click stream goals
tracking consumers who end their journey by looking for directions
or directly responding though a phone call/email Adword Integration
Track the consumer click stream generated by your Adwords campaign
Tracking Pixel Implementation Using pixels to track on-page
conversion by aligning pixels with display advertising targeting
online consumers and content
Thank you.. Kevin Bekker MBA Sr. Digital Consultant /
Specialist The Oregonian Media Group KevinBekker.com