6 Keys to Engage Seniors Online
3 Segmenting Your Senior Audience Is a Good Idea
In the 50 to 65 year-old senior group, boomers are prevalent. They are more online savvy and have more credit affinity than the older segment.
In the 66 and older group, the universe is still increasing from boomer migration and higher life expectancy. This group still prefers to pay through the mail using checks or money orders—some at a rate as high as 80 percent. For most direct-to-consumer offers (including sweepstakes, collectibles, fundraising and publishing), a 50-plus percent mail order rate is the norm.
4. Senior Online Behavior Is Rising
Data from our Abacus Cooperative, a database of aggregated merchandise purchase data, shows that both age groups are comfortable online and are showing growth each year. Further, the percentage of households converting online is accelerating in the most recent 12-month period.
5. Use Data Trends to Target Online Offers by Age Group
To make smarter decisions about marketing to this audience, it's important to look at recent data trends. For example, according to the Abacus Cooperative, the following trends are evident for consumers 50-to-65 years-old. Use this category information to better understand what this age group is most interested in purchasing with targeted online offers.
In the 66 and older age group, the category spend trends differ for its younger counterparts. For example, this group currently shows trends such as:
- 2 percent sales growth in children's apparel and accessories, gifts, health and wellness, senior products, sports, active wear, outdoor merchandise and tools and electronics
- Negative fluctuation in arts and crafts, collectibles, fundraising, backyard gardening and media
Not all seniors spend alike. Marketers must understand how the different age groups spend their money.
6. Let Data Drive Your Senior Targeted Segmentation Strategy
To be successful, marketers must divide the senior audience into smaller segments based on their behavior. As noted, the 50-to-65 year-old group behaves and spends differently than the 66 and older group. What is the best way to understand seniors' shopping behavior? Marketers should examine the data and let the insights drive their segmentation strategy.