Many assume that social media is exclusive to younger generations, but the truth is that seniors have embraced social media. In fact, media habits and preferences of seniors are constantly changing. As financial services marketers, it is important to track current trends in order to optimize marketing budgets targeting this segment.
We surveyed over 400 men and women aged 64 and older about their media habits. We asked them a series of questions about which types of media they prefer for news versus entertainment, what devices they view media on and which services they use most often.
Insights from our study on senior media preferences can be used to help financial services marketers optimize marketing channel selection and effectively target both current and potential customers. Our conclusion? Targeting the 65+ audience requires an integrated, diverse media approach.
If you want to see all of the insights, you can view the 2018 Media Habits Study below as an infographic or click here for a printable, 13-page PDF.
Tags: digital marketing strategy, financial institution marketing, financial services marketing, integrated marketing strategy, seniors