Pay Attention to Seniors.
In recent years, Americans age 50 and over represented the fastest growing market. There are over 100 million U.S. adults over the age of 50. They control over 70% of all disposable income and account for 50% of all consumer spending according to AARP.
Seniors have tremendous spending power – and tremendous political power.
Smart advertisers and campaigns will pay attention to them …
Where do seniors spend their time?
What’s the most effective way to persuade and motivate a senior?
You might think print. As one of the most trusted mediums, it makes sense that a senior may be persuaded by direct mail. Direct mail is physical, trusted, and remembered as it creates a personal connection between campaign or advertiser and senior.
But it would be a mistake to write off digital.
Seniors are picking up their smartphones routinely, too. In fact, in the first quarter of 2016, seniors over the age of 50 spent 71% more time on smartphones than they did the previous year. All told, seniors were using their phones 8 or more hours every week.
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