Marketing to Older Consumers Via Online Media Grows More Important

Marketers who want to reach consumers where they are spending the most time have known for a while that the Internet is the place to be. It turns out that having an Internet presence is especially important for marketers who want to target older consumers as well. One survey shows that women between the ages 18 to 34 feel so connected to the rest of the world, they  fall asleep on occasion while holding their PDAs or check Facebook right away every day. But a look at the consumers who say they’d feel disconnected if they didn’t have access to a smartphone or netbook tells a bigger story. Here are the numbers  according to Burst Media:


  • 18–24 31%
  • 25–34 24.2%
  • 35–44 25.5%
  • 45–54 21.8%
  • 55–64 25.5%
  • 65+ 15.9%


  • 18–24 20.3%
  • 25–34 23.7%
  • 35–44 32.8%
  • 45–54 31.1%
  • 55–64 10.9%
  • 65+ 25.9%

Who knew that men between the ages of 55–64 would feel as disconnected as those in the 35–44 year-​old-​age group if their tech gadgets were taken away. It’s also interesting that women ages 65+ have a higher rate of saying they’d feel disconnected than women under age 35. Marketers might want to keep these age-​related demographics in mind when considering their online ad strategies. As Mark Kaefer, marketing director at Burst Media, says, “[t]ech gadgets give marketers the opportunity to deliver the right advertising message to the right person at the right time.”

[Source: Women Feel Need to Be ‘Always On’. Emarketer​.com 14 Jul. 2010. Web. 3 Aug. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.