Why do traditional marketers & media always think that it's the "young" who make up the digital space and the "old" ones who watch TV...?


That's why I decided to check for a moment whether the surf, game and PVR behaviour of my parents and in-laws are anomalies... or whether they are part of a broader movement.
In this process I found a few interesting bits of information. They don't constitute "scientific" proof, yet should make you think.
YouTube
Did you know that the most subscribed to channel on YouTube is currently run by a 79-year-old gentleman from the UK? (Thanks Stefan for the tip!) So why are most marketers only pointing their consumer generated efforts at 20-somethings?
Media Switching
Another mind pusher is this graph I found on 20plus30. While not as wired as their 16-year-old counterparts, about a third of 50+ year olds engage in more than just TV.
Gaming
And finally, when it comes to gaming, have a look at this article from the BBC (also tip of the hat to 20plus30).
Conclusion
All to say that next time you think about that mediaplan for the "older demographic" it's probably worthwhile to think beyond "old media." Your mum has evolved with the times, you know.


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The Consumer Isn't a Moron, She's Your Mum

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ABOUT THE AUTHOR

Alain Thys is a founding partner of Futurelab, a marketing, strategy and business model innovation boutique which helps companies identify new profit opportunities in an ever more complex world.

In this role he also edits Futurelab’s blog, which is the first step to establish a co-creative community of innovators from business, science, politics and the arts.

Alain considers himself a storyteller and agent of change. His core skill is to make complex business issues easier to understand and help senior executives translate them into strategies that inspire their customers, staff and stakeholders.

In previous lives Alain has been in charge of retail and marketing at Reebok EMEA, done pan-European advertising & research at Mexx and as a VC was involved in 30+ start-ups ranging from European mobile payment systems to Indian industrial alcohol plants. The obligatory flirt with digital adventureland included two major dot-busts, and turning down the friends and family round in an unknown outfit called Netscape.

Alain is a regular speaker, has authored a number of seminars and in addition to occasionally ranting on blogs is working on two books he still hopes to finish before they’re out of date.

He is very happily married, has a great little son, and apart from his family he most enjoys cooking, the South of France and a good glass of Malt Whiskey. Like his role model Da Vinci, he considers simplicity to be the ultimate sophistication.