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Advertisers Get New Access to Seniors Via AARP Network

AARP is opening its ad network audience to all advertisers -- a strategy that has already been tested by such early adopters as Aetna, GNC, Harper Collins, JP Morgan Chase, Starwood Hotels, Wal-Mart and United Healthcare. The reason is that advertiser demand has grown greater than the publisher’s supply of inventory, Peter Zeuschner, northeastern advertising manager for AARP, tells ClickZ  [...]
Posted: Monday, October 24th 2011

Top Industry News for 8-30-10: Google, AP reach agreement over content

Publishing: Google, AP reach licensing agreement. Social Media: Google buys Angstro, hires co-founder to build social networking service. Customer loyalty   [...]
Posted: Monday, August 30th 2010

SocNet Seniors? Yes for Facebook; Twitter, Not So Much

Seniors have a significant presence on Facebook with women in this age category up more than 175% since fall 2008 and men up almost 138%, according to the Pew Research Center and eMarketer. Varsity, which focuses on senior marketing research, points to AARP.org's year-old social networking platform - which now has 350,000 users in 1,700 groups - as additional proof that seniors have become an important social network constituency. Twitter, though,   [...]
Posted: Thursday, March 25th 2010

TV Dominates Americans' 8.7 Hours of Daily Video Time

The average American spends an average of 8.7 hours each day consuming video media, and younger Baby Boomers (ages 45-54) watch the largest amount, 9.5 hours, according to recent collaborative research on video-viewing habits in the US, writes MarketingCharts. The large-scale Video Consumer Mapping study, which was conducted on  [...]
Posted: Monday, March 30th 2009

Seniors Power 20% Rise in Career-Site Visits

The number of unique US visitors to career-development websites increased 20% year-over-year, rising from 41.5 in January 2008 to 49.7 million in January 2009. And it was fueled in part by a surge in visitors ages 65+, which are apparently still in the job market, according to data from Nielsen Online. CareerBuilder Network was the #1 online career development destina  [...]
Posted: Monday, March 2nd 2009

Digital Divide Thins: Half of Americans 'Frequent' the 'Net

Americans' frequent use of the internet nearly doubled in the past five years: 48% of adults -- many in groups that were historically less frequent users -- now report that using the 'net over an one hour per day, compared with 26% in 2002, according to results from a recent Gallup Poll,   [...]
Posted: Wednesday, January 28th 2009

YourCity.MD Boasts Biggest Geo-Targeted Online Ad Network in US

Medical and information network YourCity.MD has set up its own geo-targeted online ad network -- what it's calling the largest such network in the US -- spanning 450 cities. The ad network reaches 215 million online users with an annual spend of $200 billion in out-of-pocket healthcare costs. Per its Q3 2007 US Interactive Marketer Online Survey, Forrester Research observed  [...]
Posted: Friday, August 1st 2008

Older Web Users: Online Content, Ads Aimed at Young

Most internet users age 45 or older say content online serves less their needs and interests than those of younger persons, according to (pdf) a Burst Media survey on the availability of age-appropriate online content, website design and targeted advertising, writes M  [...]
Posted: Tuesday, April 15th 2008

Behavioral Targeting (Mostly) OK by Consumers -- If Privacy, Security Safeguards Instituted

Most US adults are uncomfortable about websites using online activity to customize content or ads. But if site privacy and security policies are improved, most would be comfortable with the practice, according to a new study, writes MarketingCharts.   [...]
Posted: Monday, April 14th 2008

40MM Green Boomers Seek Environmentally Friendly Brands

Socially conscious attitudes are a driving force behind how boomers shop and the brands they choose to buy, according to the second Boomer Quarterly Report from AARP Services, Inc. and Focalyst,   [...]
Posted: Friday, December 21st 2007

50 Million Adults Play Casual Video Games to Bond with Children, Grandchildren

Nearly a third (31 percent) of adults surveyed indicated they had children or grandchildren under 18 who played family-friendly "casual" computer/video games - puzzle, word and simple action games - in their home. The news comes via PopCap Games, which conducted the largest survey of players of casual computer/video games ever, MarketingCharts   [...]
Posted: Thursday, August 30th 2007

U.S. Singles: The New Nuclear Family

America's 89.6 million singles head over half of their households - 50.3 percent, per the 2006 U.S. Census. They also love media and engage in socializing that rewards marketers who realistically depict the unmarried lifestyle, according to a recent report More racially diverse than the overall population, singles are younger, too - 57 percent are less than 45 years old, and four in ten are younger than 35, acc  [...]
Posted: Thursday, May 31st 2007

Boomers, Becoming 'Empty Nesters,' Have More to Spend

Aging baby boomers are avid users of the internet and have widely embraced technology, according to a new BoomerEyes study by C&R Research. The study found that 71 percent of 50- to 64-year-olds acknowledge high internet use, and 32 percent of those 65 and over report regular internet use, writes BrandWeek (  [...]
Posted: Thursday, April 12th 2007

Drug Marketers Remind Consumers They May Be Sick

General-illness awareness campaigns that drive consumers online for more information are proving effective for drug marketers, reports MediaPost. Unbranded ads designed to raise awareness of an illness or condition are becoming more common in the pharmaceutical industry despite initial doubts of their effectiveness. These ads direct consumers to go online and find more information  [...]
Posted: Monday, April 9th 2007

Study: Boomers do Research on Web, Reach'em via Integrated Plans

Among baby boomers and mid-lifers - those in their early 40s through mid 60s - 72 percent are broadband-connected, and 82 percent use the web, according to a recent study by ThirdAge Inc. and JWT BOOM (via the Center for Media Research). However, unlike younger generations, those 40 and up are not watching videos, writing blogs, playing games or downloading music, notes the report. Rather  [...]
Posted: Thursday, April 5th 2007

Reaching Online Seniors Could Mean Big Dollars for Health Marketers

Serious money is to be made by health marketers that make online information systems easier to use for seniors reluctant to use the web for health information, reports MediaPost, citing a new study from agency GroupM and research company Millward Brown. The study shows that the lack of trustworthiness and ease of use are the two major stumbling blocks to getting seniors to turn to  [...]
Posted: Wednesday, March 21st 2007

Baby Boomers Still Sought after by Marketers

With Baby Boomers making up such a large percentage of the population marketers continue to go after members of that group, but efforts are more edgy than they were before, reports USA Today. No longer are Baby Boomers seen as set in their ways and content to retire from both work and play and marketers have shifted their strategies to attract that group in response to the lifestyle   [...]
Posted: Tuesday, February 27th 2007

Integrated Campaigns Must Note How Generations Differ

If form follows function, then the media that marketers use should follow the message--or, specifically, the intended target demographics, according to Forrester Research. The medium du jour may not be best way to reach target audiences online, because generational differences in media consumption, writes ClickZ, citing Forrester principal analyst Charlene Li: "To plan effective integrated campaigns, marketers must start   [...]
Posted: Monday, October 9th 2006

Boomers Research Identifies Six Distinct Groups

A new research study into baby boomers has identified six distinct groups of consumers 42 and older. The study's findings were released last week at a forum hosted by Focalyst, a joint venture of AARP Services and research consultancy Kantar, MediaPost reports. A key benefit to marketers from the research is that the groups were demographically distinct, clustered mainly based on l  [...]
Posted: Tuesday, October 3rd 2006

Older Adults Using Internet More, Traditional Media Less

U.S. online adults 55 years and older - the heaviest users of offline media - say the ability to access online content any time of the day (69.2 percent) and the greater accuracy of online information (67.5 percent) are the primary advantages of the internet versus TV, radio, magazines or newspapers, according to a Burst Media survey. Some 57.9 percent of respondents also cited "content I cannot find on television, radio, magazines or newspapers"; other at  [...]
Posted: Tuesday, January 3rd 2006