If you’re still obsessed with millennials, you’ve way behind the curve. millennials not the only generation in digital marketing! There are 4 generations, you can target them depend on your products\services:
- Gen Z: 0-21 years old
- Millennials: 22-37 years old
- Gen X: 38-53 years old
- Baby boomers: 54-72 years old
let’s focus on the marketing gap in targeting the audience – the youngest in gen z and baby boomers generation..those two are totally forgotten!
Keep in mind the maximum definable age on Facebook is 65+, which reaches all people over 65. The minimum age on Facebook is 13, so all ads will be targeted only to people at least 13 years of age.
1.Baby boomers (54-65)
Baby boomers one of the largest sectors of consumers, so every marketer should be paying attention to effective marketing strategies for baby boomers. Generational studies show that about 70 million people fall into the category of baby boomers. The baby boomer generation is the largest segment of consumers, comprising about 40% of the market share. So why do you want to miss all these people!
Baby boomers Statistics
- 57% of baby boomers use tablets compared with only 35% of millennials. (Nielsen)
- 65% of baby boomers own a desktop computer and 49% own a laptop. (BrainBoxol)
- 52% of Gen Z reports that their smartphone is their most important internet device. (GlobalWebIndex)
- 6. 88% of Gen Z reports having access to a desktop or laptop computer at home. (PRC)
- ⅔ of baby boomers use the internet and half of them have broadband at home. (PRC)
- Only 26% of internet-using baby boomers say they feel very confident when using electronic devices to do the things they need to do online. (PRC)
- Over 25% of baby boomers consume 20 or more hours of content each week. (BuzzStream x Fractl)
- 76% of smartphone-owning baby boomers use the internet at least several times per day. (PRC)
- ¾ of internet-using baby boomers go online daily and nearly 1 in 10 go online almost constantly. (PRC)
- 40% of baby boomers consume most of their content in the morning; they are online between 5am and noon. (BuzzStream x Fractl)
marketers can target products to people in their 50s that years ago would have been more appropriate for people in their 40s. She points to anything fitness- or sports-related as a prime example.
boomers realize they will not live longer than prior generations. They want to make the most of these extra years, so they generally respond well to products and services that rejuvenate the mind and body, travel and luxury products. Eighty percent of luxury travel and 48 percent of all luxury car purchases are made by boomers.
Baby Boomers use the Internet and even social media but they haven’t grown up with it. That’s why you will need to combine a little of the old and a little of the new in this digital age when you’re trying to appeal to Boomers. and please Don’t Label Them as Old “Baby Boomers are not on their deathbed, many are just getting started on adventures in their second half of life. Steve Wozniak, Tommy Hilfiger, Maria Shriver, Rosie O’Donnell are all examples of Baby Boomers that are well-known in society and far from ancient,” she writes. Interviewing possible candidates should include questions about their relationships with mentors and older family members. It’s important to make sure they have a good temperament for communicating with older prospects.
- Gen Z (13 – 21)
Kids and teenagers represent an important demographic to marketers because in addition to their own purchasing power (which is considerable) they influence their parents’ buying decisions and are the adult consumers of the future; And this is called pester power. we could use it in digital marketing because all kids and teenagers have mobile phones now!
“We’re relying on the kid to pester the mom to buy the product, rather than going straight to the mom.”
Barbara A. Martino
What is Pester power?!
poster power simply is how kids could affect parents choices, sometimes defined as bad power but its really effective and has her positive side; let’s take a positive example, Npower’s Greener Schools Campaign encourages children to learn energy-saving techniques such as switching off electrical items left on standby. The company admits that it would be good if they could influence their parents to turn down the heating at home and buy energy-efficient white goods. The campaign uses the old pester power tactics of cartoon characters and games through a child-friendly website called Climate Cops.
Gen Z statics
- 97.6 percent of Gen Zs own a smartphone.
- Nearly one quarter (22 percent) of Gen Zs use their smartphones 10+ hours per day.4
- 31 percent of Gen Zers don’t feel comfortable without having their phone for “30 minutes or less.
- 94 percent own a laptop.
- 44.2 percent own a tablet.
- 36.9 percent own a gaming console.
- 30 percent own a desktop computer.
- 17.6 percent make use of some form of fitness tracker.
- 14.2 percent possess a Smartwatch.
- Only 3.5 percent of Gen Zs own virtual reality (VR) gear.
- 87 percent of Gen Zs have access to high-speed WiFi at home.
- 66 percent of Gen Zs report using more than one digital device simultaneously.
Over years marketing adapted well to changing times. From the Silent Generation and the Baby Boomers to Gen X and Gen Y, every period in time has heralded its own marketing challenges. Even so, the challenges posed by Gen Z to marketers are incomparable, as it is the first ‘digital native generation,’ a population that has never seen a world without the Internet and digital technology. The denizens of Gen Z have integrated technology seamlessly into their lives.
Over years marketing adapted well to changing times. From the Silent Generation and the Baby Boomers to Gen X and Gen Y, every generation has heralded its own marketing challenges. Even so, the challenges posed by Gen Z to marketers are incomparable, as it is the first ‘digital native generation,’ a population that has never seen a world without the Internet and digital technology. The denizens of Gen Z have integrated technology seamlessly into their lives. and boomers a generation that wants to feel young and learn about this technology in a simple way. so we all need to learn and focus on all the generations.
Whether you want to talk social media marketing strategy, need assistance with content creation, social analytics, or whatever your needs may be, flow can help. Contact us today to get started!