Busting the baby boomer myth

Though the digital realm is commonly perceived to be an arena where the young and hip hang out, a GroupM study shows mature adults are “the new generation” excited about technology, especially online gaming.While they spend an average of 96 minutes daily on their smart phones, 41% of them play online games – a whole 10% higher than those aged 15 to 24.On PC, meanwhile, the mature adults spend close to 120 minutes daily, with, surprisingly, 45% admitting they use Facebook and 35% saying they read newspapers.This “new audience” is also active in social networking, whether in rekindling old relationships, making new friendships, joining new groups, or, astonishingly, creating content.In traditional media, moreover, the more mature group also spend 20 to 30% more time in front of the television (an average of three hours daily) compared to other age groups.“Despite the aging populations in Hong Kong, these mature adults will continue to serve as quality consumers with 30 years ahead to spend,” said Melanie Lo, CEO at GroupM Hong Kong.“Marketing communication used to focus on young adults market but our research shows that this 'new generation' emerges with even more promising potentials."Her solution? Understand that the online space is not exclusive to Generation Y and that marketers must implement a digital strategy even if they’re speaking to a more mature audience.“Apart from stable media consumption, these veterans also heavily involve themselves in this ever changing digitalized world and social media. This emphasizes the notion that marketers should seize the opportunity to engage them using the right media and contents, and unleash their potent potentials through a precise communication strategy.”The 3D GroupM Study surveyed 1,000 people aged 15 to 54 in face-to-face interviews and online surveys in brand consumption and media touch-points between March and April 2013.(Image courtesy of Mean Girls)