Business and Community Partners: Targeting boomers via mobile makes sense - Mobile Marketer

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Targeting boomers via mobile makes sense - Mobile Marketer - Advertising

Targeting boomers via mobile makes sense

By Giselle Tsirulnik

May 29, 2008

Deep pockets for mobile

Although younger consumers are often believed to be at the forefront of mobile technology, baby boomers are also embracing mobile. Marketers should take advantage of that.
According to market research company InsightExpress, the behavior of baby boomers when using the mobile channel is similar to that of younger users. This demographic is comprised of individuals ages 45-64. The majority of baby boomers have mobile phones and half of them plan to upgrade their models in the next year.
"Based on data yielded from our campaign management platform, Didmo's mobile in-application advertising campaigns have a wide demographic reach," said Joseph Oliver, CEO of Didmo. "The majority of our users currently fall into the Gen Y and Gen X demographics due to our ad-wrapped mobile gaming platform.
"However, the next year will see us introducing other forms of entertainment content that will target and appeal to the lucrative baby boomer demographic," he said. "With one in four baby boomers recalling seeing ads on their mobile phones, this demographic represents a significant market share for mobile advertisers and one Didmo is eager to embrace."
What makes these old-timers a good target for mobile marketing messages? Neil Strother, analyst at JupiterResearch, said the answer is obvious.
"Baby boomers should be targeted via mobile for several obvious reasons," Mr. Strother said. "One, of course, there's lots of them - 76 million, to be exact."
Most of the boomers can afford phones and data plans, which are necessary for mobile browsing, texting and searching and are the main ways to market via mobile today.
Many boomers have learned about text messaging from their children.
"I am thinking moms and dads wanting to stay in touch," Mr. Strother said. "And text messaging is the gateway to much of mobile marketing."
InsightExpress found that 26 percent of boomers text on a daily basis. Seven percent of the demographic uses the mobile Web daily.
Most importantly, 25 percent of older mobile users recall seeing ads on their phone.
"Boomers have grown up with lots of technology such as radio, television, PC, Internet, mobile phones and iPods," Mr. Strother said. "In general, they are not afraid of new communications channels.
"So, targeting boomers via mobile makes sense," he said. "The trick is finding what they want -- alerts, mobile content sites, coupons or multimedia -- and engaging with them on mobile. This is not unique to boomers, by the way.
"Targeting just about any demographic is still a challenge for mobile because it's still so new and consumers want to be in control. Their phones are such personal devices and they only want to allow in brands they know and trust."