Age Matters

Alain Thys of Future Lab contemplates the provocative question: "Why do traditional marketers & media always think that it's the "young" who make up the digital space and the "old" ones who watch TV?" with some surprising facts.

Here's his conclusion:

All to say that next time you think about that mediaplan for the "older demographic" it's probably worthwhile to think beyond "old media". Your mum has evolved with the times you know.

Comments

[Lev]

Hmm, I touched on this in my comment on Tim O'Reilly's Radar Blog about what he calls "Dial Tone" - http://radar.oreilly.com/archives/2006/08/round_2_dial_tone.html

I made the point that his concept was one way of looking at the evolution of the internet and that this, in turn, was driven by the younger user.

I agree with Alain, that the "older" generation should by no means to neglected. However, the ease and confidence with which 10 or 12 year olds deal in all internet matters stems from the fact that they never knew a world without the net.

Such an upbringing surely creates a whole generation of early adopters and as we know from other areas, kids and teenagers have huge disposable income - be it through "pester power" or other (this not to say that the "older" generation doesn't have good disposable income).

At the end of the day it will come down to companies' investment in the future - do you base your product development on a market that will provide customers for 15 or for 50 years? Ideally both, but I guess there will be a bias on the younger market.

[John]

Lev -

Great thoughts!

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