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Internet Marketing: Strategies for the Mature Market Older Wired Baby Boomers: This group comprise of 6% of the consumer population. They are mostly male with an average age of 52 years. They spend the most money of any of the groups (an average of $175). Close to a 100% have Internet access, and most (82%) have cell phones. They are very active information gatherers online, particularly with using this medium to gather news and professional research, and they rate extremely high when it comes to online transactions. Wired Generation Xers: This group has a very different makeup then the older wired baby boomers and is much more diverse. They comprise 18% of the U.S. population and a member of this legion is as likely to be female as male. Relative to the other two groups in the tech elite, Wired GenXers have surprisingly less online experience. This however does not mean they use information services and goods any less than the other groups Most use the Internet and 82% have cell phones. They perform a range of online activities and are the second most active group among the three demographics compared here in pursuing the Net's interactive features. They spend an average of $169 per month on information goods and services. The average age in this group is 36. Wired Senior Men: They are extremely well educated and comprise of only 1% of the various demographics described herein. Their median age is 70 and have been online for about 10 years. They limit their online activities to information gathering and some online transactions for ecommerce or finance. Facts For Developing Lower-Tech Groups Marketing Strategies Low-Tech Older Baby Boomers: This other group of aging baby boomers has an average age of 54 years, is tilted toward women, makes up 21% of the population, and has a cell phone penetration rate that exceeds Internet penetration (60% to 51%). This group has lower-than-average educational and income levels and only a few years of Internet experience. Their average monthly spending on information goods is $124. Unwired Young Baby Boomers: This group makes up 16% of the population. Members of this group are slightly more likely to be women than men and the average age is 39 years. Internet penetration is modest (45%), but 69% have cell phones, which exceeds the national average. Their online habits are broad, but not as deep as others. Many in this group are married, have children, and are employed. They have a positive disposition toward information technologies, but not a lot of 1 free time to devote to them. Their average monthly spending on information goods is $125. Low-Tech Elderly: Making up 16% of the population, more than half (58%) of this group is women and the average age is 73 years. Only 12% use the Internet, 39% have a cell phone, and much of their technology use is oriented to "old" media. Fully 68% subscribe to cable, 57% read the newspaper daily, and 78% watch TV news on the average day. The average monthly spending on information goods is $82. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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