- The Internet is an everyday part of boomers’ and seniors’ lives; it is the top source for gathering information on topics of interest, outpacing TV and print media by a substantial margin. As an advertiser, it is critical to be present across many digital platforms in order to engage this audience. Online video, search, and social networks build upon each other.
- [inlinetweet prefix=”null” tweeter=”null” suffix=”null”]Over half of boomers and seniors watch online video with YouTube reported as the preferred site with 82% of video watchers using it[/inlinetweet]. Online video advertising has huge potential in captivating this group as seen by trending videos as well as actions taken as a result of watching online video.
- [inlinetweet prefix=”null” tweeter=”null” suffix=”null”]Social networking sites are used by the majority of boomers/seniors daily with more than half following a group or organization on a social platform.[/inlinetweet] Facebook ranks #1 as the most used social network.
[inlinetweet prefix=”” tweeter=”” suffix=”null”]Search is the top online information-gathering resource for boomers and seniors, driving a variety of actions.[/inlinetweet] Relevancy, familiarity, and trust are equally important in influencing which search results are clicked on.
Boomers/seniors access the Internet on their PCs and growing portions 5 are doing so on smartphones and tablets. Almost 2 in 5 own a smartphone or tablet and more are likely to purchase one in the next 12 months. Further, multi-screen use is common with over 75% of mobile device owners reporting using more than one device at a time.
This audience is involved and/or interested in a variety of US societal causes and government-related issues surrounding senior advocacy. While television is a primary vehicle for generating awareness, online media platforms also drive strong awareness as well as action via website visitation, content sharing and online donations.