(ARA) – The Internet is a great equalizer, giving all who use it
virtually the same access to a vast vault of information, from the
relevant and vital to silly minutia. Yet how we use the Web and
behave in the digital world varies greatly, depending on our age,
familiarity with digital media and other demographic factors, a new
survey reveals.
“Real people populate the digital landscape and many companies
are looking for ways to connect with consumers by incorporating the
digital world into their marketing strategy,” says Bill Tancer,
global research director of Experian Marketing Services, the
company that produced the “2010 Digital Marketer” report.
“Understand how different groups use digital media not only helps
marketers make offers that are relevant to you, it helps us better
understand ourselves.’
Many of the differences in how people use the Internet are age
based, yet other aspects of our use are universal. For example, the
Internet is the most important digital media channel and e-mail the
most preferred messaging channel across all age groups, according
to the report. And online shopping is mainstream for a large
portion of the population – adults ages 25 to 49.
Yet we vary on other types of digital communication. Adults 18
to 34 prefer instant messaging or text message to converse in the
digital world, and mobile phones and social sites are their main
sources of information and entertainment. Consumers 50 and older,
however, prefer the Internet to their mobile phones, and engage in
online activities such as researching financial and medical
information.
We respond differently to digital advertising as well, based on
the generation gap, the study shows. This is important information
for marketers, as industry experts anticipate spending on online
advertising will continue to increase in 2010.
There are, however, areas where the generations are like-minded.
Fifty-three percent of online adults of all ages say they are very
likely or likely to open an e-mail that contains promotions or
coupons. And 30 percent say they are likely to forward such e-mails
to others. And nine or more of the top 25 keywords used in subject
lines in 2009 referred to a sale or an offer, with words such as
free, sale or percent off drawing consumer attention.
Our interest in social media is high among all age groups, with
younger adults more likely to frequent social media sites such as
Facebook, MySpace and Twitter. More than half of all visits to
social networks are from users younger than 39. Yet visits by users
55 and older rose 7 percent from 2008 to 2009. In fact, the
Experian study reports that more than 5,500 social networks exist,
making social networking one of the most popular activities online.
And a growing number of older Americans are using social networks,
according to the study.
“Consumers want to be – and are – constantly connected,” Tancer
says. “Knowing where to reach them in the digital landscape helps
marketers better connect with their customers.”
To learn more about digital marketing or to download a copy of
the Experian report, visit Experian.com/digitalmarketer.
Courtesy of ARAcontent
