{"id":2287,"date":"2022-01-20T00:10:16","date_gmt":"2022-01-20T05:10:16","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/01\/20\/how-70-adults-are-leading-the-largest-online-migration-of-any-single-demo-in-us-history\/"},"modified":"2022-01-20T00:10:16","modified_gmt":"2022-01-20T05:10:16","slug":"how-70-adults-are-leading-the-largest-online-migration-of-any-single-demo-in-us-history","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-70-adults-are-leading-the-largest-online-migration-of-any-single-demo-in-us-history\/2287\/","title":{"rendered":"How 70+ Adults are Leading the Largest Online Migration of Any Single Demo in U.S. History"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Peter Zeuschner, National Sales Director, Digital Advertising, AARP Media Solutions<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Adults 70+ are officially online and active in a way we\u2019ve never before seen. Their digital habits and the way they interact with media are virtually unrecognizable from their pre-pandemic behaviors, ushering in a 61% spike in internet use.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This demo has condensed the adoption of all things digital \u2014 something that took previous generations years and even decades to fully embrace \u2014 into just 18 months.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Major elements of the 70+ advertising formula have changed and marketers need to quickly get up to speed on the seismic shifts that took place during the pandemic and update their strategies accordingly.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Pandemic Drove a Massive Shift in 70+ Online Behaviors<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">They say necessity is the mother of invention and that\u2019s exactly what happened during the pandemic. During that time, 70+ were homebound, even more than almost any other demo. They couldn\u2019t make their usual trips to the post office, the bank, the pharmacy or the grocery store, so they adopted new technology out of necessity.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And, in the process, they learned to trust and value the full range of activities and tools that are available from the convenience of their smartphone, tablet or laptop.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>70+ are Online &mdash; and They&rsquo;re Here to Stay<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Fast forward to today and 70+ consumers are researching purchases and shopping online. Monthly mobile search engine use among them is up to 73%, compared to 29% pre-pandemic. 70+ adults are sending e-cards and Venmo\u2019ing grandkids for their birthdays; they\u2019re paying bills online, browsing recipes on their phones and watching movies on their tablets.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The change in pre-pandemic figures, according to MRI-Simmons, compared to today\u2019s monthly internet activities amongst 70+ adults are staggering:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\n \t<li>Online purchases are up 116%.<\/li>\n \t<li>Instant messaging is up 110%.<\/li>\n \t<li>Online bill paying is up 100%.<\/li>\n \t<li>Searching for recipes is up 96%.<\/li>\n \t<li>Tracking investments is up 82%.<\/li>\n \t<li>Watching movies online is up 78%.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\"><strong>Breaking Down What it Means for Marketers<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">70+ consumers are an economic powerhouse. They spend a total of $1.1 trillion annually on consumer goods and services \u2014 and make up 25%+ of all spending amongst adults 50+, according to the U.S. Consumer Expenditures Survey. They have a sizable annual household income and the highest net worth of all age groups, according to MRI-Simmons.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The dramatic shift in this demo\u2019s digital behaviors has big implications for marketers who can now talk to the wealthiest segment of the U.S. in a way that was never before available. No longer hesitant to make a purchase online, 70+ adults now trust digital services. Their credit card is saved to Amazon and Instacart; they\u2019ve set up Venmo or PayPal and they\u2019re making online transactions with ease.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As a result, they\u2019re reacting to ads differently. When they see a print ad, instead of calling the number listed like they\u2019ve historically done, 70+ are picking up their phones and\/or going on their computers to research the product online. 70+ consumers are interacting with digital ads during this process and that is exactly where marketers need to meet them.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If advertisers aren\u2019t talking to 70+ during this new step of their consumer experience, they risk missing out on this affluent and influential audience altogether. Once they\u2019re in the right place, marketers\u2019 tactics and message are the same: Speak to 70+ consumers directly; provide value and demonstrate that you understand their interests.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Bottom Line<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">70+ adults\u2019 rapid digital adoption is one of the most profound technological changes this country has ever seen. We\u2019re entering new territory in marketing and advertising, where, for the first time, brands can reach a game-changing demo online and in a big way.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>70+ adults\u2019 rapid digital adoption is one of the most profound technological changes this country has ever seen. We\u2019re entering new territory in marketing and advertising, where, for the first time, brands can reach a game-changing demo online and in a big way.<\/p>\n","protected":false},"author":7,"featured_media":2288,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-2287","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How 70+ Adults are Leading the Largest Online Migration of Any Single Demo in U.S. History | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-70-adults-are-leading-the-largest-online-migration-of-any-single-demo-in-us-history\/2287\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How 70+ Adults are Leading the Largest Online Migration of Any Single Demo in U.S. History\" \/>\n<meta property=\"og:description\" content=\"70+ adults\u2019 rapid digital adoption is one of the most profound technological changes this country has ever seen. 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