[Marketing Week]
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There is so much overlap in the values and attitudes of boomers and ’millennials’ – those born between 1982 and 1996 – that some brands are considering targeting them in the same way. Older consumers often have significant disposable income, while young people are often seen as trendsetting and keen to spend.
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Parents and grandparents combined with the 15 to 24-year-old group make up about 50% of Skype’s customers. “Skype has typically had a really broad appeal across the age range,” says Summers. About a fifth of its users are boomers.
Unlike Skype, however, many marketers often miss out on the boomer market, focusing solely on the alluring youth market. Diageo chief marketing officer Andy Fennell has said: “Targeting 18 to 34-year-olds is so outdated. Marketers need to respect and understand consumers over 35 who are adopting new media and staying active.”
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And since one research participant claims “I totally embrace technology and can’t wait to get a 3D TV and an iPad”, this may be the right strategy for L’Oréal.
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