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My Market is Older - Are They Really on Mobile?

My Market is Older – Are They Really on Mobile?
November 20, 2017 Ronin Marketing

Let’s banish the enduring image of awkward grandparents who can’t set up their smartphone and must beg their tech-savvy grandkids for help.

For a moment, imagine a world where your Grandma is sending you cute insta-stories and your Grandpa is searching for Bob Dylan songs on Spotify.

I know, it sounds crazy, right?

Well, think again! It turns out seniors stand ready to lead the digital revolution. According to 2017 Sensis data, 47% of people aged 65+ own a smartphone, and 36% of people aged 65+ use a smartphone to access social networking sites.

When it comes to things like podcasts, blogging, joining Facebook and watching YouTube videos, boomers aged 50-70 years old are adopting everything from Netflix to Skype faster than millennials. “Baby boomers are embracing popular consumer technology applications nearly 20 times faster than the younger generation,” says Accenture.

So what does this mean for your business? And how do you market to seniors on mobile devices?

1. Make sure you have a mobile-friendly website

The short of it is that you need to get on mobile, and quick-smart! Having a mobile friendly website is essential, not only for SEO, but also for the increasing number of people who are viewing your website on a mobile device.

A 2012 Google Survey found that 74% of visitors are more likely to return to a mobile-friendly website, and 67% are more likely to buy from one. This is especially important for the boomer generation who have more purchasing power than Gen Y and Gen Z.

2. Be found on Google

These days, seniors are reaching for their smartphones more than Yellow Pages. You can’t rely on being found easily because your business name starts with an ‘A’ or because you’ve got a half-page ad. To be found, you’ve got to have an awesome SEO strategy and a website with relevant content, keywords and links.

Short blogs that are optimised for mobile are a great way to start. In fact, according to a survey done by Google, in partnership with research firm Ipsos, “The Internet is an everyday part of boomers’ and seniors’ lives; it is the top source for gathering information on topics of interest, outpacing TV and print media by a substantial margin.”

However, you can’t just whack some words together, hit publish, and expect to rank #1 overnight. Content marketing is an art form, with many steps and boxes to tick. So do your research, find out how to address your target market’s needs and seek help if you need it. A digital agency, like Ronin, can be a godsend if you’ve got no time, writing experience or patience. Hit us up if you need a right-hand man!

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3. Amplify your reach with social media

Despite popular belief, most seniors are not technological dinosaurs. “Social networking sites are used by the majority of boomers/seniors daily with more than half following a group or organization on a social platform,” says Google. More than 50% of seniors watch online video, and 75% of seniors with a smartphone report using more than one device at a time.

This is all good news for you! But, how do you leverage the market? How do you put your business in front of thousands of seniors before they even know they need you?

The short answer? Social media.

With the right social media strategy, you can reach your target audience and persuade them to purchase your products or hire you for your services. You can develop meaningful brand equity, raise brand awareness and be front and center where your customers hang out online.

As a business owner, it’s essential to have a digital presence in order to engage the boomer demographic. Your website, content, SEO, social media and video content all build upon each other. Make sure they connect in the right way. Get in touch with us today to find out how we can help you connect the dots.