Should mobile marketing efforts be pursued for older demographics?

1. Text Messaging
Adopted by Older
Populations

2. So, what are mom and pop doing with their mobile phones? Not
much some would say - since the advent of the typewriter, many
would feel that using those tiny little touch screens or just trying to
figure out how to hit SEND, would create a source of frustration and
confusion – but not so.

3. Many naysayers believe that texting is just a teen phenomenon, or an
annoying activity that should be stopped at the dinner table. What is
surprising is that the young are quickly becoming the minority in the
mobile community. In fact, the fastest growing age demographic for
text users fall within the 45 to 65 age range, soon to meet or exceed
messaging by those in their 20’s.

4. Some other interesting facts--
Additionally, according to the
Nielsen Co. these baby-
boomers sent an average of
323 texts per month over the
last year; a 75% overall
participation increase by this
older generation.
Elderly people prefer mobile phones, especially
men who have an overall usage rate of 60%
Women of age 65 to 74 years make more use of
cell phones, with 51% sending texts last month.
Of those aged 45 to 54 being active text users
last year, 23% sent a message almost daily and
43.6% received information on their phone about
a product, service, or brand.

5. Now let that last statistic resonate for a moment…
over 43% of those indiscriminate text users wanted
to learn more about a purchase, using a cell phone.
That is in excess of 100 million potential customers!

6. These are people who have maintained brand loyalty over time,
and when translated to spending power, that’s an average of
65% of the U.S. household income sitting in a wallet,
waiting to receive a compelling promotion or offer at a favorite
store or restaurant.

7. One cannot say online marketing and
computers have become passé. Yet last
time we checked, grandma shut off her
internet connection and adopted her cell
phone in lieu of all the unread emails
filling up the inbox.

8. The budding youth will always grab
the latest tech toys, but if your
business wants to jump on the wave
of next level marketing, do not miss
this opportunity with the older
generations.

9. Remember – through the ages
into the next millennium, word of mouth
has proven the most effective form of
advertising.

10. In fact…
You might be texting right now.

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