Many marketers like to look at the mature market as a whole. At Evergreen we like to look beneath the surface for differences and opportunities within groups in order to increase media efficiencies and effective targeting of channels and messages for our clients.
Take the 50+ market. A clear example of segmentation of this is an analysis of media consumption of both Boomers (born 1946-1960) and Seniors (born pre 1946).
71.2% of Seniors claim to have read a newspaper in the past 7 days which makes them 61% more likely than the population to have done so v’s 60.4% of Boomers that have claimed to have read a newspaper in the past 7days and they are 36% more likely than the population to have done so (source Roy Morgan, March 2017).
Conversely, 90.8% of Boomers have been on line in the past 7 days versus a lesser number of Seniors (72.1% of Seniors have been online in the past 7 days). 71.2% of Boomers claim to use the internet more as an information tool vs an entertainment one, similarly 66.1% of Seniors view the internet this way (source Roy Morgan, March 2017).
Commercial TV viewing is almost identical with 89.9% of Seniors having watched commercial TV on a normal week day and 89.4% of Baby Boomers. However, there are differences within programming preferences. For example, the top program Seniors have chosen to especially watch in the past 12 months was the Australian Open (30.1% claim to have especially chosen to watch this program) vs 7 News (weeknights) being the top program that 26.7% of Baby Boomers have especially chosen to watch (source Roy Morgan, March 2017).
Delving deeper into the mature target market reveals insights and opportunities for marketers to fine tune their marketing and communications approach.