NEW YORK - (Business Wire) Despite perceptions of the Mature market as not being online, a new report from Focalyst, a Millward Brown specialty practice supported by AARP Services Inc., and Dynamic Logic, a Millward Brown company, finds that not only are there a large number of Matures online, but that they are responsive to Internet advertising.
According to the report, "Matures 62+ On the Internet: An Overlooked Audience," over a third of the Mature population (aged 62+) are connected and collectively spend almost three-quarters of a billion minutes a day on the Internet. Additionally, Connected Matures are persuaded by advertising they see on Internet. MarketNorms® data from Dynamic Logic indicates that while younger consumers are more likely than Matures to notice Web advertising, when it comes to the bottom line — purchase intent — there is no difference across the age groups. Matures are just as likely to be motivated by an Internet ad as younger consumers in general, and among specific categories, such as pharmaceuticals, consumer packaged goods, entertainment and travel, the purchase intent is even higher.
| Online Advertising Impact By Age % of People Impacted |
| | | | | | |
| | Matures | | Boomers | | Gen X,Y,Z |
| Aided Brand Awareness | | 2.0 | | 2.2 | | 3.1 |
| Brand Favorability | | 1.3 | | 1.6 | | 1.8 |
| Purchase Intent | | 1.5 | | 1.4 | | 1.4 |
Source: Dynamic Logic's MarketNorms® data from the last 3 years through Q3/2007, N=2,160 campaigns, n= 3,835,361 respondents
"Matures are the fastest growing population but perhaps the least understood, especially in terms of Internet use," according to Ken Mallon, Vice President of Custom Solutions and Ad Effectiveness Consulting for Dynamic Logic.
"There may be fewer Matures online when compared to younger generations, but those that are online are paying attention and are being persuaded to buy," according to Jack Lett, Executive Director of Focalyst.
The report also finds that, compared with those aged 62+ who are not on the net, Connected Matures:
- Are better educated (75% have some college or more vs. 42%)
- Have higher incomes ($55,000 vs. $27,000)
- Are more likely to be married (70% vs. 48%)
- Are still working (26% vs. 13%)
- Spend more, an average of $1,754 per month on household expenditures vs. $1,059.
For the full report, visit the Knowledge Center at www.Focalyst.com.
About Focalyst
FocalystTM (www.focalyst.com) is a leading source of information and insights about Baby Boomers and Mature consumers. As a Millward Brown specialty practice supported by AARP Services Inc.,SM Focalyst offers a broad range of qualitative and quantitative custom research solutions. Focalyst pioneered the largest, most comprehensive study ever conducted about Boomers and Matures and has the unique expertise to help marketers better understand and connect with this important demographic. For more information about Focalyst call 212.548.7270 or email Jackie.Bartolotta@focalyst.com.
About Dynamic Logic
Dynamic Logic is a leading research company with expertise in measuring marketing effectiveness. Dynamic Logic’s research includes: AdIndex® to test and analyze advertising across digital platforms, CrossMedia ResearchTM to evaluate multimedia campaigns, MarketNorms®, a syndicated ad effectiveness planning and benchmarking database, and LinkSelect for Digital, an online copy-testing solution developed jointly with Millward Brown. Founded in 1999, the company is headquartered in New York City with offices in Chicago, San Francisco, Providence, London, Paris, Frankfurt and Tokyo. Clients include leading marketers, advertising agencies and media companies. Dynamic Logic is a Millward Brown company, which is part of The Kantar Group, the information and consultancy arm of WPP. www.dynamiclogic.com
About MarketNorms®
Dynamic Logic’s MarketNorms is a marketing effectiveness database of over 3,650 campaigns across more than a dozen industries collected from over 5.5 million surveys. The results cited have not been adjusted for exposure frequency, demographics, ad size, websites, advertiser industry and other factors that may contribute to brand lift. These findings are aggregate in nature, reflect past results and are not a guarantee of future results for individual campaigns.
Focalyst
Jackie Bartolotta, 212-548-7254
jackie.bartolotta@focalyst.com
