One of the recurring trends in online media discussions has been the ‘age’ factor. Often times, it is believed that older the consumer age, the less likely they’re to consume online media. In this post, we’ll explore the above statement and look at this from 2 perspectives — consumer and buyer.
Consumer: Anyone who consumes online media, including online shows, websites, and RSS feeds.
Buyer: Anyone who purchases advertising or sponsorship.
Consumer demographics:
Tools like Facebook and Twitter have not been around for too long. However, they’re still used by an older demographic. Are they being used actively and everyday by this demographic? Probably not. When you compare this to a younger demographic, there’s also a vast difference in use patterns. Specifically, the younger demographic a) can multi-task while using online tools b) logs-in or utilizes the service frequently (more than once a week) c) navigates and learn the interface faster.
None of the above mentioned tasks are particularly difficult, but for the older demographic, there is little motivation to log-in frequently or learn the interface in detail. Why? Because these are social media sites, which are interactive by nature. In order to experience the full utility of these sites, your acquaintances have to be on this site as well.
From a purchasing standpoint, the older demographic also has more discretionary income compared to those fresh out of college. So, if they see something interest, they may be inclined to purchase it — or at least inquire further into the product.
Buyer demographics:
Looking at the other side of the demographic spectrum, many strategic media buyers are also older. They’ve been purchasing spots on TV, newspapers, and magazines. However, their investment in online media is still minimal. They won’t take significant risks by sponsoring an online show. At best, they may do a CPM deal with a targeted site, utilize search marketing, or email marketing. However, unless online media, specifically, online video proves itself, the return on investment is very low.
Here’s why it’s low: If you’re a technology company, you’d most likely sponsor a technology show. However, if your price point is high ($100.00+), do you think the show’s audience will be able to afford your product, given that the people watching the show are younger?
I’ve heard from multiple brand advertisers that web advertising and online video advertising works — if it’s integrated into the show and if the price point is low.
