Comparing over-65s to the under-24s, YouGov asked if advertising helps them choose what to buy, whether they enjoy it, and if it meets their expectations. Across the board, the under-24s were two to three times more likely to value and take pleasure in advertising. There is also a 330% gap between the older and younger generations when it comes to the influence of advertising on purchase decisions.
Even worse, over-65s not only fail to appreciate advertising, they also have a lower tendency to even notice it.
Christian Taylor, head of planning at The Kite Factory, said: “At its simplest, advertisers have been so wrapped up in targeting Gen Z and Millenials, that they have forgotten about the over-50s.
“20 years ago, the over-60s enjoyed and valued advertising just as much as the rest of us, but today that’s not true. They don’t enjoy it, and unfortunately don’t see its value.
“The over 50s aren’t just grandparents, they’re an adventurous and financially free demographic rife with potential, if advertisers meet them in the middle.”
According to the agency, there are four reasons why mature audiences are less engaged with advertising.
Media consumption has changed ‘drastically’ since 2005
According to Barb data analysed by Ofcom, the proportion of 16-24s watching live or recorded broadcast TV fell from 82% in 2016 to just 59% in 2021. Meanwhile, the proportion of over 75s watching TV stayed static at 97%.
