Analyses of media and channel consumption typically lack actionable insights. At Openly Gray, we dig down deeper to help brand owners understand what, how and most importantly why audiences over the age of 50 use digital media in different ways than younger people. Exploring the generational differences of media usage creates more powerful communication and stronger results.
Contrary to the stereotypes, data from numerous sources shows that individuals over 50 are deeply engaged online, and their digital behavior reflects unique preferences.
Platform Preferences: 50+ adults have grown up with technology and in the electronic media era which have both shaped their lives and worldviews. As a result, they tend to favor established platforms and sources over less familiar Johnny-come-lately platforms. Facebook remains the dominant social media channel for this demographic, offering a space for connecting with family and friends and engaging with community groups. You Tube is also very popular for more personal exploration and experiences that provides entertainment, information, and utility. And don’t forget e-mail, which can be very effective as well.
Content Type and Consumption: Entering a stage of life marked by significant changes, 50+ audiences lean heavily on informative and long-form content that can help them navigate new needs and demands. They value detailed articles, video tutorials, and webinars for practical information or to address specific interests, such as health, finance, or travel. This contrasts with the quick, bite-sized content favored by younger audiences. When creating content for the 50+ market, consider producing in-depth guides, expert interviews, product reviews and how-to videos that provide real value.
Digital Literacy and Engagement: 50+ audiences like to keep things simple and prefer straightforward, user-friendly interfaces. Ensuring that your digital marketing materials are easily navigable and not overly complex enhances engagement with the gray market. Additionally, consider incorporating traditional media, such as print or TV ads, alongside digital efforts to strengthen engagement and inclusion.
Diving deeper into the WHY, Openly Gray believes there are critical needs and motivations that 50+ audiences display that can lead to highly effective engagement strategies.
Goals and Preferences: 50+ folks are the ultimate “been there, done that” group and we see that this plays out in their digital media behavior. They tend to utilize digital media for information gathering, utility and productivity endeavors such as staying informed, managing finances, or finding health or interest-related content. They value tangible benefits that solve specific problems. Connection and community also play a very strong role for 50+ audiences who value social engagement and use digital media to maintain relationships with family and friends, as well as stay active with communities or groups with shared interests or experiences.
Trust and Credibility: Having come of age when media and journalism were strongly trusted, 50+ adults place a high premium on confidence and trust. They are more likely to engage with content from established brands and sources that they perceive as credible. Testimonials, reviews, and expert opinions are significant in their decision-making process.
Engagement and Interaction: 50+ audiences tend to be more goal-oriented and purposeful in their use of digital media, in contrast to younger people who utilize social media as an expression of individuality and self (especially social platforms), where dynamic experiences and continual feedback through likes/shares/comments and user-generated content play a larger role.
Privacy and Security: 50+ adults are typically more cautious about sharing personal information online. They are more likely to be concerned about privacy and security issues and prefer platforms and services that prioritize data protection and offer clear privacy policies.
The 50+ gray market has been vastly underserved by marketers and is crying out to be seen, heard and engaged.
Understanding and activating against their unique digital media footprint can significantly impact the effectiveness of your marketing strategies. By focusing on the right platforms, delivering valuable content, and building trust, Openly Gray helps marketers successfully grow this dynamic demographic. As digital habits continue to evolve, staying informed and adaptable will ensure your campaigns remain relevant and impactful.
~ L. John Baker is Partner / Media & Analytics for Openly Gray