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Online ads effective in reaching mature adults Despite perceptions of the Mature market as not being online, a new report from Focalyst, a Millward Brown specialty practice supported by AARP Services Inc., and Dynamic Logic, a Millward Brown company, finds that not only are there a large number of Matures online, but that they are responsive to Internet advertising. According to the report, “Matures 62+ On the Internet: An Overlooked Audience,” over a third of the Mature population (aged 62+) are connected and collectively spend almost three-quarters of a billion minutes a day on the Internet. Additionally, Connected Matures are persuaded by advertising they see on Internet. MarketNorms® data from Dynamic Logic indicates that while younger consumers are more likely than Matures to notice Web advertising, when it comes to the bottom line — purchase intent — there is no difference across the age groups. Matures are just as likely to be motivated by an Internet ad as younger consumers in general, and among specific categories, such as pharmaceuticals, consumer packaged goods, entertainment and travel, the purchase intent is even higher. Read the full article here

Contributed by Grant Jackson on May 25, 2008, at 6:01 PM UTC.

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This intel was contributed by Grant Jackson Grant Jackson

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