Older people as consumers – Time for marketing world to rethink their approach

A recent report published by the Office of the First Minister and deputy First Minister (OFMdFM), A profile of Older People in Northern Ireland, considers the factors that cause older people to be at risk of exclusion. The report hopes to advance the Northern Ireland older people strategy document, 'Ageing in an Inclusive Society' (2005), and assist in the monitoring of change in the position and circumstances of older people over time.

One interesting extract from this report includes statistical information on the increased use of information technology utilization amongst those 60+. There has been a major rise in the percentage of individuals aged 60 to 69 accessing the internet, with only 10% accessing it in 2001-02 and a remarkable 41% in 2007-08. In the 70+ age group there has been an increase from 3% in 2001-02 to 12% in 2007-08.

In addition, the largest increase in mobile phone ownership has been observed in the 60 years and over age group. During 1999-00 only 6% of this age group owned a mobile phone. This figure increased almost 10 fold to 58% in 2007-08.

The above information leads to question why the negative depiction of ageing in online and general media advertisement campaigns in much of Western Europe and the US. Advertisement campaigns today often play on the younger consumer’s fear of growing old and portray the negative elements of ageing, yet older consumer numbers are rapidly increasing in many media and market arenas. As such marketing professionals should indeed be more aware of this increasing demographic and look beyond the dominance of 20-35 years age group representation in campaigns.

Watch out for the Silver Surfer Awards to celebrate older people using IT at Age Action Ireland's National Conference and IT expo on the 28th September. Read full details at: www.ageaction.ie/imagine-it-conference.htm