GroupM Interaction Study Offers Road Map for Reaching the 50+ ''Senior'' Consumer Online
Posted on: Friday, 20 April 2007, 12:00 CDT
GroupM Interaction, a division of GroupM, the world's leading full service media investment management company, has released a study offering pharmaceutical marketers a road map for reaching the 50+ consumer on the Web. The study includes specific recommendations for communicating with the senior market -- one of the most important demographic segments for marketers of prescription and OTC medications -- via online media.
"The thirst for health information on such topics as self-diagnosis and medication side effects is driving more older consumers online," said Gerard Broussard, Research and Analytics Director at GroupM Interaction. "Our study provides pharmaceutical companies and other senior-oriented advertisers with a road map for tapping into this lucrative market. We're recommending specific actions marketers can take to engage the 50+ consumer on the Web."
The study identifies four distinct senior market segments and outlines specific approaches for reaching non Web-surfing seniors who might be coaxed onto the Internet; those who don't believe information they find on the Web is credible; and those who have loved ones or friends do their online health research:
Senior hopefuls -- About 15 percent of U.S. seniors, or roughly 13.1 million, don't currently go online but would consider doing so if Web sites were simpler to use, if they could find the information they need quickly, or if there was a "gatekeeper" who would search for them. GroupM Interaction suggests that marketers develop easy-to-find, one-stop-shop content in an effort to appeal to this segment.
Trust challenged -- About 11 percent, or approximately 9.6 million seniors, fall into this category. This group routinely goes online but chooses not to seek online health-related content because they tend to doubt its credibility. GroupM Interaction advises that marketers certify their messages via promotions that include recommendations from credentialed health care professionals - such as physicians. GroupM Interaction also recommends enlisting other online seniors as word-of-mouth advocates.
Gatekeepers -- About 12 percent of seniors, or about 10.5 million, are not confident using the Web on their own, so they have friends and/or family go online for them. GroupM Interaction recommends that marketers craft messages specifically for those gatekeepers. Other possible tactics include promotions that encourage the gatekeepers to surf the Internet with their loved ones or to teach their loved ones how to conduct Web searches on their own.
Old school -- About 9 percent, or roughly 7.8 million seniors, may be unreachable for marketers via the Internet. This group doesn't go online and believes there is no reason to use the Web. The study suggests that access has little to no impact on this segment's decision not to surf the Internet.
Background
The national study, conducted by global market research firm Millward Brown, was comprised of telephone interviews with more than 500 respondents 50 years of age and older. Respondents were divided into four groups as follows: 1) ages 50-64 not currently online; 2) ages 50-64 who are online; 3) ages 65+ not currently online; and 4) ages 65+ who are online. The findings revealed that most seniors (88 percent) have sought health information and more than two thirds (67 percent) that sought health information looked for it online. The study also included a qualitative component, conducted by Millward Brown's Greenfield Consulting Group, in which respondents were divided into four focus groups as follows: 1) ages 50-64 not currently online; 2) ages 50-64 with limited Internet usage; 3) ages 65+ not currently online; and 4) ages 65+ with limited Internet usage.
About GroupM
GroupM, the world's leading full service media investment management operation, was created by WPP Group to oversee its assets in this sector. These assets include Mediaedge:cia, MindShare, MediaCom and MAXUS. The focus of GroupM is the intelligent application of volume and scale in trading, innovation and quality of services, in order to bring benefit to clients and the companies it operates. For further information, visit www.groupm.com
Source: Business Wire
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