I got some flack about my last post, because it didn’t seem like it was possible that older folks were online more than younger ones. I do buy that argument, so I’m going to try to make amends here.
Let’s have at it from another perspective. Here’s a study from Focalyst that does a better job of framing the opportunity to market online to seniors. As you can see below, "gathering information" and "travel planning and reservations" are in the top five categories of what this audience finds useful to do online. And, by extension, we already know that making ticket purchases online is now preferred by this audience.
What’s also fascinating is that apparently folks over 62 notice Web advertising more than younger people. My guess is that younger folks are more adept at tuning out these ads. All of this bodes well for our ability to continue to reach and motivate this culturally active generation.