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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