As more Americans turn to the web for current events, product reviews and information about select services, brands must advance their content marketing strategies to satisfy prospects’ needs. People are eager to consume online media that enables them to make educated decisions about what to buy, and this trend even shines through in older demographics.
A study conducted by Ipsos and Google found that Baby Boomers (ages 45 to 65) and Seniors (65+) use the web today more than ever before. The research found that Baby Boomers spend more time accessing the internet than any other media channel, including broadcast television. This shift in consumption shows that web-savvy behaviors have transcended every age bracket, and technology has become so embedded in how people engage that individuals can’t help but jump online for content discovery purposes. As for seniors, they haven’t relinquished their reliance on TV. This demographic spends 30 more minutes viewing televisions shows than surfing the web.
The research also outlined the activities that draw Boomers and Seniors to the internet. Approximately two-thirds search for news content and weather updates, while 57 percent head online for information about products or services they want to buy. Forty-five percent look for coupons, daily deals or other discounts.
Businesses already spend 25 percent of their overall marketing budgets on digital content, and that number is expected to increase moving forward. Brafton reported on a Digital Marketing Depot report that found 95 percent of agencies will enhance their internet marketing programs over the next year, with more than half pointing toward content creation as a top priority.