SlideShare a Scribd company logo
Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Americans 50+:
From analog pioneers to digital
voyagers
Are you keeping pace?
Google Confidential and Proprietary 2Google Confidential and Proprietary 2
MICHAEL JORDAN
BRAD PITT
Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Google Confidential and Proprietary 4Google Confidential and Proprietary 4
The faces of this year’s 65 year-olds
Google Confidential and Proprietary 5Google Confidential and Proprietary 5
5
Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Today’s boomers & seniors have adapted to the
most technology shifts
Google Confidential and Proprietary 7Google Confidential and Proprietary 7Source: eMarketer, How Digital Behavior Differs Among Millennials, Gen Xers and Boomers, Feb 2013; Boomers data based on
people born 1946-1964 (current ages 49-67)
78%of boomers are online
Google Confidential and Proprietary 8Google Confidential and Proprietary 8Source: eMarketer, Seniors Online Venturing Further Into Digital – But Not Too Far March 2013
52%of seniors are online
Google Confidential and Proprietary 9Google Confidential and Proprietary 9
While they’re not digital natives, boomers &
seniors are both online and active
Source: eMarketer, How Digital Behavior Differs Among Millennials, Gen Xers and Boomers, Feb 2013; Boomers data based on
those born 1946-1964; eMarketer, Seniors Online Venturing Further Into Digital – But Not Too Far March 2013
76.4M
Population
59.9M
Internet Users
35.8M
Digital Video
Viewers
34.5M
Social Network
Users
Boomers
Population
76.4M
Internet Users
59.9M
Digital Video
Viewers
59.9M
(Age 49-67)
Seniors
(Age 65+)
40.2M
Population
20.9M
Internet Users
14.5M
Digital Video
Viewers
14.5M
Social Network
Users
Google Confidential and Proprietary 10Google Confidential and Proprietary 10
….and technology will continue to fuel their
connectivity
Google Glass: Prescription
Lenses coming late 2013
Self-Driving Cars: Completed more
than 400,000 miles of test driving
Google Confidential and Proprietary 11Google Confidential and Proprietary 11
By 2030, the 65+ age group will almost double
Source: US Census Population Projections
2030
70+ Million Americans
over 65.
Google Confidential and Proprietary 12Google Confidential and Proprietary 12
How do we engage with Boomers &
Seniors now and in the future?
Google Confidential and Proprietary 13Google Confidential and Proprietary 13
Objective
To gain a better understanding of the Boomers and Seniors
audiences overall, particularly in terms of their behaviors related to
decision making and how they search for information via both
offline and online channels. 
Methodology
15 minute Attitude & Usage survey to examine attitudes and
behaviors among a total of 6,100 U.S. respondents; recruited from
March 6th to March 18th, 2013
•  N=5,100 Boomers/Seniors ages 45+
•  A general population control cell of 1,000 respondents ages
18–64 year olds was also included for comparison purposes 
Google Confidential and Proprietary 14Google Confidential and Proprietary 14
Internet is the #1 source of
information
#1
Google Confidential and Proprietary 15Google Confidential and Proprietary 15
Boomers/Seniors spend more time online than
watching TV in an average week
Source: Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study
Q1 Approximately how much time do you spend on each of the following activities in an average week?
Reading a magazine/newspaper
Listening to the radio
Going online outside of the home
Going online at home
Watching TV
Boomers (n=4080) Seniors (n=1020)
15.3
16.3
14.8
13.9
4.8
1.9
4.7
3.4
2.0
3.1
Online (NET) = 19hrs
Boomers/Seniors
TV = 16hrs
Boomers/Seniors
Google Confidential and Proprietary 16Google Confidential and Proprietary 16
Immediacy and trust are key value drivers
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study; Base: Boomers/Seniors (Ages 45+) (n=5,100)
B2: Below is one more list of statements. Again, there are no right or wrong answers. We are simply interested in your opinion.
Please indicate how much you agree or disagree with each of the following statements
Internet allows me to
easily access information
on my personal interests
78%
Internet keeps me
up-to-date on
political and policy
issues
60%
Internet is my most
trusted source for news
& information
33%
Google Confidential and Proprietary 17Google Confidential and Proprietary 17
Reach Seniors and Caregivers Online
Google Confidential and Proprietary 18Google Confidential and Proprietary 18
#1 Internet 83%
#2 Friends and family 77%
#3 Television 65%
#4 Magazines/newspapers 52%
#5 Brochures/catalogues 36%
The internet ranks as the most popular source
to learn more about a topic of interest
Top 5 sources used
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study
Q6: We'd like to get a sense of how you typically gather information on topics that interest you or that you want to learn more about
Google Confidential and Proprietary 19Google Confidential and Proprietary 19
Boomers/Seniors access a variety of information
online, news & weather most popular
News & Weather
Coupon/discounts/
daily deals
Types of information accessed online in past month
Shopping
Food Information
Games & related activities
57%
45%
66%
44%
43%
Foxnews.com
Bloomberg.com
Weather.com
Food.com
Foodnetwork.com
Cooks.com
Overstock.com
Merchantcircle.com
LivingSocial.com
Shopathome.com
Sale-hot.com
Pogo.com
GSN.com
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, n=5,100
Q5: Which of the following type(s) of information have you accessed online in the past month? Select all that apply
Hitwise; top website visitation; 4 weeks ending 4/13/2013, Age 55+
Google Confidential and Proprietary 20Google Confidential and Proprietary 20
54%of boomers/seniors watch online video vs. 65% of general population
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study
Q3: Here is one more list of online activities. Which of these activities do you ever do online? Select all that apply
Google Confidential and Proprietary 21Google Confidential and Proprietary 21
Online video
provides
entertainment
& utility
+
Google Confidential and Proprietary 22Google Confidential and Proprietary 22
Entertainment and utility are top motivations for
viewing online videos
63%
51%
44%
35%
40%
34%
Be entertained Watch funny
videos
Relax & unwind Watch TV shows,
movies or
commercials
Stay up to date
with latest news
See
demonstrations
on a topic
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study Base: Online Video Users (n=3,021)
Q15: In general, thinking about the time you spend watching online videos (including all online content such as videos, shows,
movies, etc.), which of the following is true for you? -- answers include “I watch more, same, less time than regular television”
Q16: Why do you watch online videos (including all online content such as videos, shows, movies, etc.)? Is it to… Select all that apply
15% of Boomers/Seniors spend more time watching online videos than TV
(vs. 32% of General population)
Entertainment Utility
Google Confidential and Proprietary 23Google Confidential and Proprietary 23
YouTube is the preferred video website
43%
23%
23%
19%
15%
15%
9%
4%
4%
3%
Facebook
Netflix
Hulu
Yahoo! Video
Amazon.com
MSN
AOL
MySpace
Vimeo
Vevo
82%
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study
Q13: Which of the following online video websites (e.g., YouTube, Yahoo! Video, Hulu) do you use to watch online videos (including all
online content such as videos, shows, movies)
Online video websites used among video viewers ages 45+
82%
Google Confidential and Proprietary 24Google Confidential and Proprietary 24
Trending videos for 50+
Source: YouTube Trends Dashboard, most viewed/shared videos in US w/o 4/15 across the following age groups: 45-54, 55-64, 65+
John Stewart Describes Monsanto Protection ActBanking Committee Hearing – Illegal Foreclosures
How Animals Eat Their Food K-Mart Commercial: Ship My Pants
Google Confidential and Proprietary 25Google Confidential and Proprietary 25
Top Trending video for 65+
Google Confidential and Proprietary 26Google Confidential and Proprietary 26
44.6% of views in
the US last month
from people 45+
Google Confidential and Proprietary 27Google Confidential and Proprietary 27
Online video viewing prompts action among
boomers/seniors
3 in 4
47%
39%
38%
32%
25%
19%
Searched online for more information
Clicked on a link I was interested in
Forwarded a link or video to someone
Looked for related online videos
Posted a comment on the video
Rated a video
online video watchers have taken action as a result of online video
  Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study Base: Online Video Users
Q17: Have you ever taken any of the following actions as a result of viewing videos (including all online content such as
videos, shows, movies, etc.) on online video websites (such as YouTube, Yahoo! Video, Hulu)?
Google Confidential and Proprietary 28Google Confidential and Proprietary 28
Tip: Annotations Drive Action
Google Confidential and Proprietary 29Google Confidential and Proprietary 29
Americans 50+ are plugged in to
social networking
Google Confidential and Proprietary 30Google Confidential and Proprietary 30
Social networking sites used daily by most
boomers and seniors
Daily use of a social networking site
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study
Q4: How often do you go online using an Internet-enabled device to do the following every day?
71% 59%
Boomers (n=1,832) Seniors (n=294)
Google Confidential and Proprietary 31Google Confidential and Proprietary 31
Facebook ranks as #1 social networking site,
membership on par with general population
  Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Social Networking Users Q11: Which of the following
social networking sites (like Facebook, Google+, MySpace, etc) do you use or are you currently a member of?
27%
24%
24%
17%
16%
12%
2%
2%
1%
3%
Google+
Twitter
LinkedIn
Pinterest
Classmates.com
MySpace
Tumblr
Foursquare
Reddit
Other
97%
96%
38%
38%
23%
22%
13%
5%
22%
8%
5%
3%
Boomers/Seniors (n=3,185)
Gen Pop (n=695)
Google Confidential and Proprietary 32Google Confidential and Proprietary 32
Boomers/Seniors are active on social
networking sites
55%
Follow a group or organization
40%
Post and watch videos
26%
Support a cause
23%
Join a group they’re interested in
  Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Social Networking Users; Q12: Which of the following do
you typically do while on social networking sites (like Facebook, Google+, MySpace, etc)?
Activities done on a social network
Google Confidential and Proprietary 33Google Confidential and Proprietary 33
Search drives online &
offline action
Google Confidential and Proprietary 34Google Confidential and Proprietary 34
82%of boomers/seniors use a search engine to gather information on a topic of interest
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Internet Users
Q8: Now we’d like to get a sense of how you gather information online. Please select all the online sources you use to gather information on
topics that interest you or that you want to learn more about.
Google Confidential and Proprietary 35Google Confidential and Proprietary 35
relevancy
familiarity
trust
Google Confidential and Proprietary 36Google Confidential and Proprietary 36Source: Google Internal Data
YouTube
This happens 3,621 times a minute by
Americans 55+
Google Confidential and Proprietary 37Google Confidential and Proprietary 37
Top search queries among 55+
Source: Google internal data
Google Confidential and Proprietary 38Google Confidential and Proprietary 38
After gathering information, they take action
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Internet Users
Q10: Which of the following actions, if any, have you taken as a result of using search engines (like Google, Yahoo!, Bing, etc.)?
Talked to others about what I learned 48%
Shared search results with others 39%
Thought more favorably about something I learned 37%
Visited an online video website 36%
Called or contacted an organization 36%
Visited a social networking site 34%
Forwarded a video or link to others 31%
Changed my mind about a topic 31%
Looked for more information offline 31%
Posted my own video or link 22%
3 in 10 actions taken by boomers/seniors after a search
involve online video
Google Confidential and Proprietary 39Google Confidential and Proprietary 39
Mobile and cross-
device use are
growing
Google Confidential and Proprietary 40Google Confidential and Proprietary 40
Mobile usage is still developing among boomers
and seniors
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Internet Users, Q18: Which of the following types of mobile devices,
if any, do you use regularly? Select all that apply
vs. 25% of general pop
29% 19%
Use a smartphone
regularly
Use a tablet
regularly
vs. 48% of general pop
Google Confidential and Proprietary 41Google Confidential and Proprietary 41
Time spent on mobile devices and intent to
purchase a device are both expected to grow
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Q18A How likely are you to purchase the following types of mobile
devices in the next 12 months? Base: Smartphone And Tablet Users Q19: Approximately how much time do you spend going online
via your device in an average week? Q20: Compared to last year, please indicate whether you spend more, less or the same amount
of time going online on your. .?
Average time spent
per week
% plan to spend more
time over next year
% plan to purchase in
next 12 months
5.0 hrs +42% +35%
6.4 hrs +51% +34%
Among Americans 50+
Google Confidential and Proprietary 42Google Confidential and Proprietary 42
Those who use mobile devices are engaged in a
variety of activities
58%
40%
35%
28%
26%
17%
14%
26%
60%
49%
44%
16%
26%
22%
17%
22%
Looked for more information
Made a purchase
Visited a website of interest
Contacted a business/organization
Talked to others about something I learned
Looked for more info offline
Changed my mind about a topic
Did not take any action
Smartphone users
(n=1,500)
Tablet users
(n=952)
Boomer/senior smartphone users v. tablet users
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Smartphone users Q21A Which of the following actions, if any, did you take
as a result of gathering information via your device on topics that interest you or that you want to learn more about? Please select all that apply;
Base: Tablet users Q21A Which of the following actions, if any, did you take as a result of gathering information via your device on topics that
interest you or that you want to learn more about? Please select all that apply.
Google Confidential and Proprietary 43Google Confidential and Proprietary 43
…and use their devices simultaneously and
sequentially with other screens
Simultaneous
77%
Sequential
64%
16%18% 64%30%52%
PC
TV
Smartphone
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Smartphone And Tablet Users. Q22: Do you ever use more than
one device at the same time (i.e. watching TV while using your PC or laptop)? Base: Use more than one device at the same time. Q23:
Do you ever look for information on one device and continue on another? N=1,950
Google Confidential and Proprietary 44Google Confidential and Proprietary 44
Involvement in causes &
issues around senior
advocacy is important
Google Confidential and Proprietary 45Google Confidential and Proprietary 45
The vast majority of boomers & seniors want to
stay active & vibrant; govt programs important
86%
79%
74%
74%
73%
60%
Want to stay mentally active
Want to stay physically active
Want to learn new things
Believe in the importance of
government programs
Want to feel productive, useful,
helpful
Want to interact with people
Boomers/Seniors (n=5100)
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study; B1: Now we would like to ask you your opinion on a variety of topics. Again, there
are no right or wrong answers. We are simply interested in your opinion. Please indicate how much you agree or disagree with each of the
following statements.
Google Confidential and Proprietary 46Google Confidential and Proprietary 46
Health and financial issues are also top of mind
60%
53%
50%
49%
38%
34%
33%
31%
29%
28%
Am concerned about my health
Want to keep earning money to retire more comfortably
Look forward to retiring/doing what I want
Need health insurance
Keep working b/c income from other sources isn't enough
Feel confident and proactive financially
Often donate my time/money to a cause
Feel confident in my estate planning
Have a job that keeps me fulfilled
Have a job that is fun/enjoyable
Boomers/Seniors (n=5100)
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study; B1: Now we would like to ask you your opinion on a variety of topics. Again, there
are no right or wrong answers. We are simply interested in your opinion. Please indicate how much you agree or disagree with each of the
following statements.
Google Confidential and Proprietary 47Google Confidential and Proprietary 47
Most boomers and seniors are involved and/or
interested in a cause or movement
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study; P1: Are you currently involved in any of the following type(s) of causes or movements? Base:
5,100; P3: How interested are you in getting involved in each of the following type(s) of US societal causes or government related issues in the future? Select
one for each.
Healthcare 71%
Social Security 71%
Medicare 65%
Retirement 60%
Senior Issues 60%
Medical Research/Disease
Prevention & Awareness
58%
Affordable Home Energy 57%
Disability Rights 48%
Joblessness 46%
Medicaid 46%
Top 10 US societal causes & issues:
Interest in future involvement
62%of boomers and seniors
currently participate in a
cause or movement
Google Confidential and Proprietary 48Google Confidential and Proprietary 48
#1 Television 69%
#2 Online 54%
#3 Newspaper 43%
#4 Friends/Family/Acquaintances 32%
#5 Radio 26%
Awareness about causes and issues comes
from a variety of sources
Top 5 sources used among Boomers/Seniors
Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study Base: Total
P4: You mentioned you are interested in the following cause(s). What types of activities, if any, have you participated in for the
cause(s) listed below? Base: Total P5: How do you typically share or communicate information about US societal causes or
government related issues withothers?
Google Confidential and Proprietary 49Google Confidential and Proprietary 49
Participation and communication to others
about causes & issues happens online
2 in 5share or communicate
information about a cause
to others online
62%read articles and visit
cause-related websites
to stay updated
20%follow, like or +1 a
cause-related group or
organization online
Among Boomers/Seniors currently involved in cause
Source: Ipsos MediaCT 2013 Boomers/Seniors Research, Base: Total
P5: How do you typically share or communicate information about US societal causes or government related issues with others?
Google Confidential and Proprietary 50Google Confidential and Proprietary 50
Intent
Eyeballs
Reactively Create Proactively Capture
Analog Social Digital Digital
TV
Print
Radio
Facebook
Google+
YouTube
Display YouTube
Search
Google Confidential and Proprietary 51Google Confidential and Proprietary 51
Internet is the #1 source of information
Online video provides entertainment & utility
Americans 50+ are plugged into social networking
Search drives online & offline action
Mobile and cross-device use are growing
Involvement in causes & issues around senior advocacy
is important
+
Google Confidential and Proprietary 52Google Confidential and Proprietary 52
Effectively Reaching Today’s Boomers & Seniors
Analog Pioneers To Digital Voyagers
Google Confidential and Proprietary 53Google Confidential and Proprietary 53
Appendix
Google Confidential and Proprietary 54Google Confidential and Proprietary 54
Key Findings
  The Internet is an everyday part of boomers’ and seniors’ lives; it is the
top source for gathering information on topics of interest, outpacing TV
and print media by a substantial margin. As an advertiser, it is critical to be
present across many digital platforms in order to engage this audience.
Online video, search, and social networks build upon each other.
  Over half of boomers and seniors watch online video with YouTube
reported as the preferred site with 82% of video watchers using it.
Online video advertising has huge potential in captivating this group as seen
by increases in brand awareness and perceptions from boomer/senior
oriented advertising exposure.
  Social networking sites are used by the majority of boomers/seniors
daily with more than half following a group or organization on a social
platform. 4 in 10 report posting or watching a video they are interested in,
most commonly on Facebook which ranks #1 as the most used social
network
1
2
3
Google Confidential and Proprietary 55Google Confidential and Proprietary 55
Key Findings
  Search drives offline actions for boomers and seniors. 4 in 5 have taken
action as the result of search. Relevancy, familiarity, and trust are equally
important in influencing which search results are clicked on.
  Boomers/seniors access the Internet on their PCs and growing portions
are doing so on smartphones and tablets. Almost 2 in 5 own a smartphone
or tablet and more are likely to purchase one in the next 12 months. Further,
multi-screen use is common with over 75% of mobile device owners reporting
using more than one device at a time.
  This audience is involved and/or interested in a variety of US societal
causes and government-related issues surrounding senior advocacy.
While television is a primary vehicle for generating awareness, online media
platforms also drive strong awareness as well as action via website visitation,
content sharing and online donations.
4
5
6

More Related Content

What's hot

Trends to Watch: News and Information Consumption
Trends to Watch: News and Information ConsumptionTrends to Watch: News and Information Consumption
Trends to Watch: News and Information Consumption
Pew Research Center's Internet & American Life Project
 
News Consumption 2010: Portable, Participatory and Personal
 News Consumption 2010: Portable, Participatory and Personal  News Consumption 2010: Portable, Participatory and Personal
News Consumption 2010: Portable, Participatory and Personal
Pew Research Center's Internet & American Life Project
 
New Media
New MediaNew Media
New Media
nsmc
 
Privacy in the Digital Age
Privacy in the Digital AgePrivacy in the Digital Age
Privacy in the Digital Age
Pew Research Center
 
Networked Privacy in the Age of Surveillance, Sousveillance, Coveillance
Networked Privacy in the Age of Surveillance, Sousveillance, CoveillanceNetworked Privacy in the Age of Surveillance, Sousveillance, Coveillance
Networked Privacy in the Age of Surveillance, Sousveillance, Coveillance
Pew Research Center's Internet & American Life Project
 
Social Media – Making it Business Relevant
Social Media – Making it Business RelevantSocial Media – Making it Business Relevant
Social Media – Making it Business Relevant
Pew Research Center's Internet & American Life Project
 
Older Adults and Internet Use: (Some of) What we know
Older Adults and Internet Use: (Some of) What we knowOlder Adults and Internet Use: (Some of) What we know
Older Adults and Internet Use: (Some of) What we know
Pew Research Center's Internet & American Life Project
 
Technology Device OWNERSHIP: 2015
Technology Device OWNERSHIP: 2015 Technology Device OWNERSHIP: 2015
Technology Device OWNERSHIP: 2015
eraser Juan José Calderón
 
2014 Mobile Behavior Report by ExactTarget
2014 Mobile Behavior Report by ExactTarget2014 Mobile Behavior Report by ExactTarget
2014 Mobile Behavior Report by ExactTarget
Philippe Dumont
 
Information on the go
Information on the goInformation on the go
The state of social media
The state of social mediaThe state of social media
Buying and selling e-content
Buying and selling e-contentBuying and selling e-content
Knight foundation platforms as editors
Knight foundation platforms as editorsKnight foundation platforms as editors
Knight foundation platforms as editors
Tel-Aviv Journalists' Association
 
Museums and the Web: Grounding Digital Information Trends
Museums and the Web: Grounding Digital Information TrendsMuseums and the Web: Grounding Digital Information Trends
Museums and the Web: Grounding Digital Information Trends
Pew Research Center's Internet & American Life Project
 
Reading, writing, and research in the digital age
Reading, writing, and research in the digital ageReading, writing, and research in the digital age
Reading, writing, and research in the digital age
Pew Research Center's Internet & American Life Project
 
Online marketing strategy for audiologists
Online marketing strategy for audiologistsOnline marketing strategy for audiologists
Online marketing strategy for audiologists
Geoffrey Cooling
 
Information 2.0 and Beyond: Where are we, where are we going?
Information 2.0 and Beyond: Where are we, where are we going?Information 2.0 and Beyond: Where are we, where are we going?
Information 2.0 and Beyond: Where are we, where are we going?
Pew Research Center's Internet & American Life Project
 
Information 2.0 and beyond where are we going
Information 2.0 and beyond  where are we goingInformation 2.0 and beyond  where are we going
Information 2.0 and beyond where are we going
Hero Wa
 
Social Media and Marketing Strategies
Social Media and Marketing Strategies Social Media and Marketing Strategies
Social Media and Marketing Strategies
Natalia A. Wong
 

What's hot (19)

Trends to Watch: News and Information Consumption
Trends to Watch: News and Information ConsumptionTrends to Watch: News and Information Consumption
Trends to Watch: News and Information Consumption
 
News Consumption 2010: Portable, Participatory and Personal
 News Consumption 2010: Portable, Participatory and Personal  News Consumption 2010: Portable, Participatory and Personal
News Consumption 2010: Portable, Participatory and Personal
 
New Media
New MediaNew Media
New Media
 
Privacy in the Digital Age
Privacy in the Digital AgePrivacy in the Digital Age
Privacy in the Digital Age
 
Networked Privacy in the Age of Surveillance, Sousveillance, Coveillance
Networked Privacy in the Age of Surveillance, Sousveillance, CoveillanceNetworked Privacy in the Age of Surveillance, Sousveillance, Coveillance
Networked Privacy in the Age of Surveillance, Sousveillance, Coveillance
 
Social Media – Making it Business Relevant
Social Media – Making it Business RelevantSocial Media – Making it Business Relevant
Social Media – Making it Business Relevant
 
Older Adults and Internet Use: (Some of) What we know
Older Adults and Internet Use: (Some of) What we knowOlder Adults and Internet Use: (Some of) What we know
Older Adults and Internet Use: (Some of) What we know
 
Technology Device OWNERSHIP: 2015
Technology Device OWNERSHIP: 2015 Technology Device OWNERSHIP: 2015
Technology Device OWNERSHIP: 2015
 
2014 Mobile Behavior Report by ExactTarget
2014 Mobile Behavior Report by ExactTarget2014 Mobile Behavior Report by ExactTarget
2014 Mobile Behavior Report by ExactTarget
 
Information on the go
Information on the goInformation on the go
Information on the go
 
The state of social media
The state of social mediaThe state of social media
The state of social media
 
Buying and selling e-content
Buying and selling e-contentBuying and selling e-content
Buying and selling e-content
 
Knight foundation platforms as editors
Knight foundation platforms as editorsKnight foundation platforms as editors
Knight foundation platforms as editors
 
Museums and the Web: Grounding Digital Information Trends
Museums and the Web: Grounding Digital Information TrendsMuseums and the Web: Grounding Digital Information Trends
Museums and the Web: Grounding Digital Information Trends
 
Reading, writing, and research in the digital age
Reading, writing, and research in the digital ageReading, writing, and research in the digital age
Reading, writing, and research in the digital age
 
Online marketing strategy for audiologists
Online marketing strategy for audiologistsOnline marketing strategy for audiologists
Online marketing strategy for audiologists
 
Information 2.0 and Beyond: Where are we, where are we going?
Information 2.0 and Beyond: Where are we, where are we going?Information 2.0 and Beyond: Where are we, where are we going?
Information 2.0 and Beyond: Where are we, where are we going?
 
Information 2.0 and beyond where are we going
Information 2.0 and beyond  where are we goingInformation 2.0 and beyond  where are we going
Information 2.0 and beyond where are we going
 
Social Media and Marketing Strategies
Social Media and Marketing Strategies Social Media and Marketing Strategies
Social Media and Marketing Strategies
 

Similar to APRIL 2013: Google on Boomers & Seniors Online

Marketing:Reaching boomers
Marketing:Reaching boomersMarketing:Reaching boomers
Marketing:Reaching boomers
Thomas A. Mastromatto
 
Google/Ipsos Seniors Online April 2013
Google/Ipsos Seniors Online April 2013Google/Ipsos Seniors Online April 2013
Google/Ipsos Seniors Online April 2013
AARP
 
Digital is the New Traditional - Senior Living
Digital is the New Traditional - Senior LivingDigital is the New Traditional - Senior Living
Digital is the New Traditional - Senior Living
Bluespire Marketing
 
Brazilian digital woman: Permanent Connectivity
Brazilian digital woman: Permanent ConnectivityBrazilian digital woman: Permanent Connectivity
Brazilian digital woman: Permanent Connectivity
The Cocktail Analysis
 
Media Logic Media Preferences of Older Adults 2023
Media Logic Media Preferences of Older Adults 2023Media Logic Media Preferences of Older Adults 2023
Media Logic Media Preferences of Older Adults 2023
Media Logic
 
Online Reputation
Online ReputationOnline Reputation
Online Reputation
Rateb Abu Hawieleh
 
The State of Content: Expectations on the Rise
The State of Content: Expectations on the RiseThe State of Content: Expectations on the Rise
The State of Content: Expectations on the Rise
Adobe
 
Hero Digital 
Consumer Pulse Survey
Hero Digital 
Consumer Pulse SurveyHero Digital 
Consumer Pulse Survey
Hero Digital 
Consumer Pulse Survey
Hero Digital
 
Five trends in digital healthcare in 2010
Five trends in digital healthcare in 2010Five trends in digital healthcare in 2010
Five trends in digital healthcare in 2010
Juan Pittau
 
2013 Edelman Global Entertainment Study - Brazil
2013 Edelman Global Entertainment Study - Brazil2013 Edelman Global Entertainment Study - Brazil
2013 Edelman Global Entertainment Study - Brazil
Edelman
 
Mktg350 lecture 10302013
Mktg350 lecture 10302013Mktg350 lecture 10302013
Mktg350 lecture 10302013
lkirkman
 
GWi Brand Summary by GlobalWebIndex
GWi Brand Summary by GlobalWebIndexGWi Brand Summary by GlobalWebIndex
GWi Brand Summary by GlobalWebIndex
Alan Martínez
 
Digital Tattoo: for MOSAIC
Digital Tattoo: for MOSAICDigital Tattoo: for MOSAIC
Digital Tattoo: for MOSAIC
University of British Columbia
 
Razorfish Digital Brand Experience Report 2009
Razorfish Digital Brand Experience Report 2009Razorfish Digital Brand Experience Report 2009
Razorfish Digital Brand Experience Report 2009
Matthew Pantoja
 
Feed09single 091109130925 Phpapp02
Feed09single 091109130925 Phpapp02Feed09single 091109130925 Phpapp02
Feed09single 091109130925 Phpapp02
Jing Wen
 
The Business Value of Social Media
The Business Value of Social MediaThe Business Value of Social Media
The Business Value of Social Media
Nikhil Jagtiani
 
The State of Privacy Report
The State of Privacy ReportThe State of Privacy Report
The State of Privacy Report
FigLeaf
 
Data privacy by the numbers
Data privacy by the numbersData privacy by the numbers
Data privacy by the numbers
Boston Consulting Group
 
Performics: Life on Demand
Performics: Life on DemandPerformics: Life on Demand
Performics: Life on Demand
Performics PH
 
Technology conference
Technology conferenceTechnology conference
Technology conference
Heather Lambert
 

Similar to APRIL 2013: Google on Boomers & Seniors Online (20)

Marketing:Reaching boomers
Marketing:Reaching boomersMarketing:Reaching boomers
Marketing:Reaching boomers
 
Google/Ipsos Seniors Online April 2013
Google/Ipsos Seniors Online April 2013Google/Ipsos Seniors Online April 2013
Google/Ipsos Seniors Online April 2013
 
Digital is the New Traditional - Senior Living
Digital is the New Traditional - Senior LivingDigital is the New Traditional - Senior Living
Digital is the New Traditional - Senior Living
 
Brazilian digital woman: Permanent Connectivity
Brazilian digital woman: Permanent ConnectivityBrazilian digital woman: Permanent Connectivity
Brazilian digital woman: Permanent Connectivity
 
Media Logic Media Preferences of Older Adults 2023
Media Logic Media Preferences of Older Adults 2023Media Logic Media Preferences of Older Adults 2023
Media Logic Media Preferences of Older Adults 2023
 
Online Reputation
Online ReputationOnline Reputation
Online Reputation
 
The State of Content: Expectations on the Rise
The State of Content: Expectations on the RiseThe State of Content: Expectations on the Rise
The State of Content: Expectations on the Rise
 
Hero Digital 
Consumer Pulse Survey
Hero Digital 
Consumer Pulse SurveyHero Digital 
Consumer Pulse Survey
Hero Digital 
Consumer Pulse Survey
 
Five trends in digital healthcare in 2010
Five trends in digital healthcare in 2010Five trends in digital healthcare in 2010
Five trends in digital healthcare in 2010
 
2013 Edelman Global Entertainment Study - Brazil
2013 Edelman Global Entertainment Study - Brazil2013 Edelman Global Entertainment Study - Brazil
2013 Edelman Global Entertainment Study - Brazil
 
Mktg350 lecture 10302013
Mktg350 lecture 10302013Mktg350 lecture 10302013
Mktg350 lecture 10302013
 
GWi Brand Summary by GlobalWebIndex
GWi Brand Summary by GlobalWebIndexGWi Brand Summary by GlobalWebIndex
GWi Brand Summary by GlobalWebIndex
 
Digital Tattoo: for MOSAIC
Digital Tattoo: for MOSAICDigital Tattoo: for MOSAIC
Digital Tattoo: for MOSAIC
 
Razorfish Digital Brand Experience Report 2009
Razorfish Digital Brand Experience Report 2009Razorfish Digital Brand Experience Report 2009
Razorfish Digital Brand Experience Report 2009
 
Feed09single 091109130925 Phpapp02
Feed09single 091109130925 Phpapp02Feed09single 091109130925 Phpapp02
Feed09single 091109130925 Phpapp02
 
The Business Value of Social Media
The Business Value of Social MediaThe Business Value of Social Media
The Business Value of Social Media
 
The State of Privacy Report
The State of Privacy ReportThe State of Privacy Report
The State of Privacy Report
 
Data privacy by the numbers
Data privacy by the numbersData privacy by the numbers
Data privacy by the numbers
 
Performics: Life on Demand
Performics: Life on DemandPerformics: Life on Demand
Performics: Life on Demand
 
Technology conference
Technology conferenceTechnology conference
Technology conference
 

More from AARP

AARP's 2017 Integrated Communications & Marketing Awards Overview
AARP's 2017 Integrated Communications & Marketing Awards OverviewAARP's 2017 Integrated Communications & Marketing Awards Overview
AARP's 2017 Integrated Communications & Marketing Awards Overview
AARP
 
AARP Real Possibilities in Action - Summer 2017
AARP Real Possibilities in Action - Summer 2017AARP Real Possibilities in Action - Summer 2017
AARP Real Possibilities in Action - Summer 2017
AARP
 
Welcome to AARP | 2017 Intern Cohort
Welcome to AARP | 2017 Intern CohortWelcome to AARP | 2017 Intern Cohort
Welcome to AARP | 2017 Intern Cohort
AARP
 
How Experienced Workers are Re-energizing the Workforce
How Experienced Workers  are Re-energizing the WorkforceHow Experienced Workers  are Re-energizing the Workforce
How Experienced Workers are Re-energizing the Workforce
AARP
 
5 Reasons to Hire 50+
5 Reasons to Hire 50+5 Reasons to Hire 50+
5 Reasons to Hire 50+
AARP
 
Mapping The Longevity of the Economy
Mapping The Longevity of the Economy Mapping The Longevity of the Economy
Mapping The Longevity of the Economy
AARP
 
Resume Bootcamp
Resume BootcampResume Bootcamp
Resume Bootcamp
AARP
 
AARP Mobile Health Survey
AARP Mobile Health SurveyAARP Mobile Health Survey
AARP Mobile Health Survey
AARP
 

More from AARP (8)

AARP's 2017 Integrated Communications & Marketing Awards Overview
AARP's 2017 Integrated Communications & Marketing Awards OverviewAARP's 2017 Integrated Communications & Marketing Awards Overview
AARP's 2017 Integrated Communications & Marketing Awards Overview
 
AARP Real Possibilities in Action - Summer 2017
AARP Real Possibilities in Action - Summer 2017AARP Real Possibilities in Action - Summer 2017
AARP Real Possibilities in Action - Summer 2017
 
Welcome to AARP | 2017 Intern Cohort
Welcome to AARP | 2017 Intern CohortWelcome to AARP | 2017 Intern Cohort
Welcome to AARP | 2017 Intern Cohort
 
How Experienced Workers are Re-energizing the Workforce
How Experienced Workers  are Re-energizing the WorkforceHow Experienced Workers  are Re-energizing the Workforce
How Experienced Workers are Re-energizing the Workforce
 
5 Reasons to Hire 50+
5 Reasons to Hire 50+5 Reasons to Hire 50+
5 Reasons to Hire 50+
 
Mapping The Longevity of the Economy
Mapping The Longevity of the Economy Mapping The Longevity of the Economy
Mapping The Longevity of the Economy
 
Resume Bootcamp
Resume BootcampResume Bootcamp
Resume Bootcamp
 
AARP Mobile Health Survey
AARP Mobile Health SurveyAARP Mobile Health Survey
AARP Mobile Health Survey
 

Recently uploaded

"Choosing proper type of scaling", Olena Syrota
"Choosing proper type of scaling", Olena Syrota"Choosing proper type of scaling", Olena Syrota
"Choosing proper type of scaling", Olena Syrota
Fwdays
 
ScyllaDB Tablets: Rethinking Replication
ScyllaDB Tablets: Rethinking ReplicationScyllaDB Tablets: Rethinking Replication
ScyllaDB Tablets: Rethinking Replication
ScyllaDB
 
GNSS spoofing via SDR (Criptored Talks 2024)
GNSS spoofing via SDR (Criptored Talks 2024)GNSS spoofing via SDR (Criptored Talks 2024)
GNSS spoofing via SDR (Criptored Talks 2024)
Javier Junquera
 
Demystifying Knowledge Management through Storytelling
Demystifying Knowledge Management through StorytellingDemystifying Knowledge Management through Storytelling
Demystifying Knowledge Management through Storytelling
Enterprise Knowledge
 
The Microsoft 365 Migration Tutorial For Beginner.pptx
The Microsoft 365 Migration Tutorial For Beginner.pptxThe Microsoft 365 Migration Tutorial For Beginner.pptx
The Microsoft 365 Migration Tutorial For Beginner.pptx
operationspcvita
 
[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...
[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...
[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...
Jason Yip
 
AI in the Workplace Reskilling, Upskilling, and Future Work.pptx
AI in the Workplace Reskilling, Upskilling, and Future Work.pptxAI in the Workplace Reskilling, Upskilling, and Future Work.pptx
AI in the Workplace Reskilling, Upskilling, and Future Work.pptx
Sunil Jagani
 
Discover the Unseen: Tailored Recommendation of Unwatched Content
Discover the Unseen: Tailored Recommendation of Unwatched ContentDiscover the Unseen: Tailored Recommendation of Unwatched Content
Discover the Unseen: Tailored Recommendation of Unwatched Content
ScyllaDB
 
Biomedical Knowledge Graphs for Data Scientists and Bioinformaticians
Biomedical Knowledge Graphs for Data Scientists and BioinformaticiansBiomedical Knowledge Graphs for Data Scientists and Bioinformaticians
Biomedical Knowledge Graphs for Data Scientists and Bioinformaticians
Neo4j
 
Containers & AI - Beauty and the Beast!?!
Containers & AI - Beauty and the Beast!?!Containers & AI - Beauty and the Beast!?!
Containers & AI - Beauty and the Beast!?!
Tobias Schneck
 
Getting the Most Out of ScyllaDB Monitoring: ShareChat's Tips
Getting the Most Out of ScyllaDB Monitoring: ShareChat's TipsGetting the Most Out of ScyllaDB Monitoring: ShareChat's Tips
Getting the Most Out of ScyllaDB Monitoring: ShareChat's Tips
ScyllaDB
 
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge GraphGraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
Neo4j
 
inQuba Webinar Mastering Customer Journey Management with Dr Graham Hill
inQuba Webinar Mastering Customer Journey Management with Dr Graham HillinQuba Webinar Mastering Customer Journey Management with Dr Graham Hill
inQuba Webinar Mastering Customer Journey Management with Dr Graham Hill
LizaNolte
 
JavaLand 2024: Application Development Green Masterplan
JavaLand 2024: Application Development Green MasterplanJavaLand 2024: Application Development Green Masterplan
JavaLand 2024: Application Development Green Masterplan
Miro Wengner
 
AppSec PNW: Android and iOS Application Security with MobSF
AppSec PNW: Android and iOS Application Security with MobSFAppSec PNW: Android and iOS Application Security with MobSF
AppSec PNW: Android and iOS Application Security with MobSF
Ajin Abraham
 
"Scaling RAG Applications to serve millions of users", Kevin Goedecke
"Scaling RAG Applications to serve millions of users",  Kevin Goedecke"Scaling RAG Applications to serve millions of users",  Kevin Goedecke
"Scaling RAG Applications to serve millions of users", Kevin Goedecke
Fwdays
 
AWS Certified Solutions Architect Associate (SAA-C03)
AWS Certified Solutions Architect Associate (SAA-C03)AWS Certified Solutions Architect Associate (SAA-C03)
AWS Certified Solutions Architect Associate (SAA-C03)
HarpalGohil4
 
Essentials of Automations: Exploring Attributes & Automation Parameters
Essentials of Automations: Exploring Attributes & Automation ParametersEssentials of Automations: Exploring Attributes & Automation Parameters
Essentials of Automations: Exploring Attributes & Automation Parameters
Safe Software
 
What is an RPA CoE? Session 2 – CoE Roles
What is an RPA CoE?  Session 2 – CoE RolesWhat is an RPA CoE?  Session 2 – CoE Roles
What is an RPA CoE? Session 2 – CoE Roles
DianaGray10
 
Y-Combinator seed pitch deck template PP
Y-Combinator seed pitch deck template PPY-Combinator seed pitch deck template PP
Y-Combinator seed pitch deck template PP
c5vrf27qcz
 

Recently uploaded (20)

"Choosing proper type of scaling", Olena Syrota
"Choosing proper type of scaling", Olena Syrota"Choosing proper type of scaling", Olena Syrota
"Choosing proper type of scaling", Olena Syrota
 
ScyllaDB Tablets: Rethinking Replication
ScyllaDB Tablets: Rethinking ReplicationScyllaDB Tablets: Rethinking Replication
ScyllaDB Tablets: Rethinking Replication
 
GNSS spoofing via SDR (Criptored Talks 2024)
GNSS spoofing via SDR (Criptored Talks 2024)GNSS spoofing via SDR (Criptored Talks 2024)
GNSS spoofing via SDR (Criptored Talks 2024)
 
Demystifying Knowledge Management through Storytelling
Demystifying Knowledge Management through StorytellingDemystifying Knowledge Management through Storytelling
Demystifying Knowledge Management through Storytelling
 
The Microsoft 365 Migration Tutorial For Beginner.pptx
The Microsoft 365 Migration Tutorial For Beginner.pptxThe Microsoft 365 Migration Tutorial For Beginner.pptx
The Microsoft 365 Migration Tutorial For Beginner.pptx
 
[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...
[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...
[OReilly Superstream] Occupy the Space: A grassroots guide to engineering (an...
 
AI in the Workplace Reskilling, Upskilling, and Future Work.pptx
AI in the Workplace Reskilling, Upskilling, and Future Work.pptxAI in the Workplace Reskilling, Upskilling, and Future Work.pptx
AI in the Workplace Reskilling, Upskilling, and Future Work.pptx
 
Discover the Unseen: Tailored Recommendation of Unwatched Content
Discover the Unseen: Tailored Recommendation of Unwatched ContentDiscover the Unseen: Tailored Recommendation of Unwatched Content
Discover the Unseen: Tailored Recommendation of Unwatched Content
 
Biomedical Knowledge Graphs for Data Scientists and Bioinformaticians
Biomedical Knowledge Graphs for Data Scientists and BioinformaticiansBiomedical Knowledge Graphs for Data Scientists and Bioinformaticians
Biomedical Knowledge Graphs for Data Scientists and Bioinformaticians
 
Containers & AI - Beauty and the Beast!?!
Containers & AI - Beauty and the Beast!?!Containers & AI - Beauty and the Beast!?!
Containers & AI - Beauty and the Beast!?!
 
Getting the Most Out of ScyllaDB Monitoring: ShareChat's Tips
Getting the Most Out of ScyllaDB Monitoring: ShareChat's TipsGetting the Most Out of ScyllaDB Monitoring: ShareChat's Tips
Getting the Most Out of ScyllaDB Monitoring: ShareChat's Tips
 
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge GraphGraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
 
inQuba Webinar Mastering Customer Journey Management with Dr Graham Hill
inQuba Webinar Mastering Customer Journey Management with Dr Graham HillinQuba Webinar Mastering Customer Journey Management with Dr Graham Hill
inQuba Webinar Mastering Customer Journey Management with Dr Graham Hill
 
JavaLand 2024: Application Development Green Masterplan
JavaLand 2024: Application Development Green MasterplanJavaLand 2024: Application Development Green Masterplan
JavaLand 2024: Application Development Green Masterplan
 
AppSec PNW: Android and iOS Application Security with MobSF
AppSec PNW: Android and iOS Application Security with MobSFAppSec PNW: Android and iOS Application Security with MobSF
AppSec PNW: Android and iOS Application Security with MobSF
 
"Scaling RAG Applications to serve millions of users", Kevin Goedecke
"Scaling RAG Applications to serve millions of users",  Kevin Goedecke"Scaling RAG Applications to serve millions of users",  Kevin Goedecke
"Scaling RAG Applications to serve millions of users", Kevin Goedecke
 
AWS Certified Solutions Architect Associate (SAA-C03)
AWS Certified Solutions Architect Associate (SAA-C03)AWS Certified Solutions Architect Associate (SAA-C03)
AWS Certified Solutions Architect Associate (SAA-C03)
 
Essentials of Automations: Exploring Attributes & Automation Parameters
Essentials of Automations: Exploring Attributes & Automation ParametersEssentials of Automations: Exploring Attributes & Automation Parameters
Essentials of Automations: Exploring Attributes & Automation Parameters
 
What is an RPA CoE? Session 2 – CoE Roles
What is an RPA CoE?  Session 2 – CoE RolesWhat is an RPA CoE?  Session 2 – CoE Roles
What is an RPA CoE? Session 2 – CoE Roles
 
Y-Combinator seed pitch deck template PP
Y-Combinator seed pitch deck template PPY-Combinator seed pitch deck template PP
Y-Combinator seed pitch deck template PP
 

APRIL 2013: Google on Boomers & Seniors Online

  • 1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1 Americans 50+: From analog pioneers to digital voyagers Are you keeping pace?
  • 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2 MICHAEL JORDAN BRAD PITT
  • 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
  • 4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4 The faces of this year’s 65 year-olds
  • 5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5 5
  • 6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6 Today’s boomers & seniors have adapted to the most technology shifts
  • 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7Source: eMarketer, How Digital Behavior Differs Among Millennials, Gen Xers and Boomers, Feb 2013; Boomers data based on people born 1946-1964 (current ages 49-67) 78%of boomers are online
  • 8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8Source: eMarketer, Seniors Online Venturing Further Into Digital – But Not Too Far March 2013 52%of seniors are online
  • 9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9 While they’re not digital natives, boomers & seniors are both online and active Source: eMarketer, How Digital Behavior Differs Among Millennials, Gen Xers and Boomers, Feb 2013; Boomers data based on those born 1946-1964; eMarketer, Seniors Online Venturing Further Into Digital – But Not Too Far March 2013 76.4M Population 59.9M Internet Users 35.8M Digital Video Viewers 34.5M Social Network Users Boomers Population 76.4M Internet Users 59.9M Digital Video Viewers 59.9M (Age 49-67) Seniors (Age 65+) 40.2M Population 20.9M Internet Users 14.5M Digital Video Viewers 14.5M Social Network Users
  • 10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10 ….and technology will continue to fuel their connectivity Google Glass: Prescription Lenses coming late 2013 Self-Driving Cars: Completed more than 400,000 miles of test driving
  • 11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11 By 2030, the 65+ age group will almost double Source: US Census Population Projections 2030 70+ Million Americans over 65.
  • 12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12 How do we engage with Boomers & Seniors now and in the future?
  • 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13 Objective To gain a better understanding of the Boomers and Seniors audiences overall, particularly in terms of their behaviors related to decision making and how they search for information via both offline and online channels.  Methodology 15 minute Attitude & Usage survey to examine attitudes and behaviors among a total of 6,100 U.S. respondents; recruited from March 6th to March 18th, 2013 •  N=5,100 Boomers/Seniors ages 45+ •  A general population control cell of 1,000 respondents ages 18–64 year olds was also included for comparison purposes 
  • 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14 Internet is the #1 source of information #1
  • 15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15 Boomers/Seniors spend more time online than watching TV in an average week Source: Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study Q1 Approximately how much time do you spend on each of the following activities in an average week? Reading a magazine/newspaper Listening to the radio Going online outside of the home Going online at home Watching TV Boomers (n=4080) Seniors (n=1020) 15.3 16.3 14.8 13.9 4.8 1.9 4.7 3.4 2.0 3.1 Online (NET) = 19hrs Boomers/Seniors TV = 16hrs Boomers/Seniors
  • 16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16 Immediacy and trust are key value drivers Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study; Base: Boomers/Seniors (Ages 45+) (n=5,100) B2: Below is one more list of statements. Again, there are no right or wrong answers. We are simply interested in your opinion. Please indicate how much you agree or disagree with each of the following statements Internet allows me to easily access information on my personal interests 78% Internet keeps me up-to-date on political and policy issues 60% Internet is my most trusted source for news & information 33%
  • 17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17 Reach Seniors and Caregivers Online
  • 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18 #1 Internet 83% #2 Friends and family 77% #3 Television 65% #4 Magazines/newspapers 52% #5 Brochures/catalogues 36% The internet ranks as the most popular source to learn more about a topic of interest Top 5 sources used Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study Q6: We'd like to get a sense of how you typically gather information on topics that interest you or that you want to learn more about
  • 19. Google Confidential and Proprietary 19Google Confidential and Proprietary 19 Boomers/Seniors access a variety of information online, news & weather most popular News & Weather Coupon/discounts/ daily deals Types of information accessed online in past month Shopping Food Information Games & related activities 57% 45% 66% 44% 43% Foxnews.com Bloomberg.com Weather.com Food.com Foodnetwork.com Cooks.com Overstock.com Merchantcircle.com LivingSocial.com Shopathome.com Sale-hot.com Pogo.com GSN.com Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, n=5,100 Q5: Which of the following type(s) of information have you accessed online in the past month? Select all that apply Hitwise; top website visitation; 4 weeks ending 4/13/2013, Age 55+
  • 20. Google Confidential and Proprietary 20Google Confidential and Proprietary 20 54%of boomers/seniors watch online video vs. 65% of general population Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study Q3: Here is one more list of online activities. Which of these activities do you ever do online? Select all that apply
  • 21. Google Confidential and Proprietary 21Google Confidential and Proprietary 21 Online video provides entertainment & utility +
  • 22. Google Confidential and Proprietary 22Google Confidential and Proprietary 22 Entertainment and utility are top motivations for viewing online videos 63% 51% 44% 35% 40% 34% Be entertained Watch funny videos Relax & unwind Watch TV shows, movies or commercials Stay up to date with latest news See demonstrations on a topic Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study Base: Online Video Users (n=3,021) Q15: In general, thinking about the time you spend watching online videos (including all online content such as videos, shows, movies, etc.), which of the following is true for you? -- answers include “I watch more, same, less time than regular television” Q16: Why do you watch online videos (including all online content such as videos, shows, movies, etc.)? Is it to… Select all that apply 15% of Boomers/Seniors spend more time watching online videos than TV (vs. 32% of General population) Entertainment Utility
  • 23. Google Confidential and Proprietary 23Google Confidential and Proprietary 23 YouTube is the preferred video website 43% 23% 23% 19% 15% 15% 9% 4% 4% 3% Facebook Netflix Hulu Yahoo! Video Amazon.com MSN AOL MySpace Vimeo Vevo 82% Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study Q13: Which of the following online video websites (e.g., YouTube, Yahoo! Video, Hulu) do you use to watch online videos (including all online content such as videos, shows, movies) Online video websites used among video viewers ages 45+ 82%
  • 24. Google Confidential and Proprietary 24Google Confidential and Proprietary 24 Trending videos for 50+ Source: YouTube Trends Dashboard, most viewed/shared videos in US w/o 4/15 across the following age groups: 45-54, 55-64, 65+ John Stewart Describes Monsanto Protection ActBanking Committee Hearing – Illegal Foreclosures How Animals Eat Their Food K-Mart Commercial: Ship My Pants
  • 25. Google Confidential and Proprietary 25Google Confidential and Proprietary 25 Top Trending video for 65+
  • 26. Google Confidential and Proprietary 26Google Confidential and Proprietary 26 44.6% of views in the US last month from people 45+
  • 27. Google Confidential and Proprietary 27Google Confidential and Proprietary 27 Online video viewing prompts action among boomers/seniors 3 in 4 47% 39% 38% 32% 25% 19% Searched online for more information Clicked on a link I was interested in Forwarded a link or video to someone Looked for related online videos Posted a comment on the video Rated a video online video watchers have taken action as a result of online video   Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study Base: Online Video Users Q17: Have you ever taken any of the following actions as a result of viewing videos (including all online content such as videos, shows, movies, etc.) on online video websites (such as YouTube, Yahoo! Video, Hulu)?
  • 28. Google Confidential and Proprietary 28Google Confidential and Proprietary 28 Tip: Annotations Drive Action
  • 29. Google Confidential and Proprietary 29Google Confidential and Proprietary 29 Americans 50+ are plugged in to social networking
  • 30. Google Confidential and Proprietary 30Google Confidential and Proprietary 30 Social networking sites used daily by most boomers and seniors Daily use of a social networking site Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study Q4: How often do you go online using an Internet-enabled device to do the following every day? 71% 59% Boomers (n=1,832) Seniors (n=294)
  • 31. Google Confidential and Proprietary 31Google Confidential and Proprietary 31 Facebook ranks as #1 social networking site, membership on par with general population   Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Social Networking Users Q11: Which of the following social networking sites (like Facebook, Google+, MySpace, etc) do you use or are you currently a member of? 27% 24% 24% 17% 16% 12% 2% 2% 1% 3% Google+ Twitter LinkedIn Pinterest Classmates.com MySpace Tumblr Foursquare Reddit Other 97% 96% 38% 38% 23% 22% 13% 5% 22% 8% 5% 3% Boomers/Seniors (n=3,185) Gen Pop (n=695)
  • 32. Google Confidential and Proprietary 32Google Confidential and Proprietary 32 Boomers/Seniors are active on social networking sites 55% Follow a group or organization 40% Post and watch videos 26% Support a cause 23% Join a group they’re interested in   Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Social Networking Users; Q12: Which of the following do you typically do while on social networking sites (like Facebook, Google+, MySpace, etc)? Activities done on a social network
  • 33. Google Confidential and Proprietary 33Google Confidential and Proprietary 33 Search drives online & offline action
  • 34. Google Confidential and Proprietary 34Google Confidential and Proprietary 34 82%of boomers/seniors use a search engine to gather information on a topic of interest Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Internet Users Q8: Now we’d like to get a sense of how you gather information online. Please select all the online sources you use to gather information on topics that interest you or that you want to learn more about.
  • 35. Google Confidential and Proprietary 35Google Confidential and Proprietary 35 relevancy familiarity trust
  • 36. Google Confidential and Proprietary 36Google Confidential and Proprietary 36Source: Google Internal Data YouTube This happens 3,621 times a minute by Americans 55+
  • 37. Google Confidential and Proprietary 37Google Confidential and Proprietary 37 Top search queries among 55+ Source: Google internal data
  • 38. Google Confidential and Proprietary 38Google Confidential and Proprietary 38 After gathering information, they take action Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Internet Users Q10: Which of the following actions, if any, have you taken as a result of using search engines (like Google, Yahoo!, Bing, etc.)? Talked to others about what I learned 48% Shared search results with others 39% Thought more favorably about something I learned 37% Visited an online video website 36% Called or contacted an organization 36% Visited a social networking site 34% Forwarded a video or link to others 31% Changed my mind about a topic 31% Looked for more information offline 31% Posted my own video or link 22% 3 in 10 actions taken by boomers/seniors after a search involve online video
  • 39. Google Confidential and Proprietary 39Google Confidential and Proprietary 39 Mobile and cross- device use are growing
  • 40. Google Confidential and Proprietary 40Google Confidential and Proprietary 40 Mobile usage is still developing among boomers and seniors Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Internet Users, Q18: Which of the following types of mobile devices, if any, do you use regularly? Select all that apply vs. 25% of general pop 29% 19% Use a smartphone regularly Use a tablet regularly vs. 48% of general pop
  • 41. Google Confidential and Proprietary 41Google Confidential and Proprietary 41 Time spent on mobile devices and intent to purchase a device are both expected to grow Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Q18A How likely are you to purchase the following types of mobile devices in the next 12 months? Base: Smartphone And Tablet Users Q19: Approximately how much time do you spend going online via your device in an average week? Q20: Compared to last year, please indicate whether you spend more, less or the same amount of time going online on your. .? Average time spent per week % plan to spend more time over next year % plan to purchase in next 12 months 5.0 hrs +42% +35% 6.4 hrs +51% +34% Among Americans 50+
  • 42. Google Confidential and Proprietary 42Google Confidential and Proprietary 42 Those who use mobile devices are engaged in a variety of activities 58% 40% 35% 28% 26% 17% 14% 26% 60% 49% 44% 16% 26% 22% 17% 22% Looked for more information Made a purchase Visited a website of interest Contacted a business/organization Talked to others about something I learned Looked for more info offline Changed my mind about a topic Did not take any action Smartphone users (n=1,500) Tablet users (n=952) Boomer/senior smartphone users v. tablet users Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Smartphone users Q21A Which of the following actions, if any, did you take as a result of gathering information via your device on topics that interest you or that you want to learn more about? Please select all that apply; Base: Tablet users Q21A Which of the following actions, if any, did you take as a result of gathering information via your device on topics that interest you or that you want to learn more about? Please select all that apply.
  • 43. Google Confidential and Proprietary 43Google Confidential and Proprietary 43 …and use their devices simultaneously and sequentially with other screens Simultaneous 77% Sequential 64% 16%18% 64%30%52% PC TV Smartphone Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study, Base: Smartphone And Tablet Users. Q22: Do you ever use more than one device at the same time (i.e. watching TV while using your PC or laptop)? Base: Use more than one device at the same time. Q23: Do you ever look for information on one device and continue on another? N=1,950
  • 44. Google Confidential and Proprietary 44Google Confidential and Proprietary 44 Involvement in causes & issues around senior advocacy is important
  • 45. Google Confidential and Proprietary 45Google Confidential and Proprietary 45 The vast majority of boomers & seniors want to stay active & vibrant; govt programs important 86% 79% 74% 74% 73% 60% Want to stay mentally active Want to stay physically active Want to learn new things Believe in the importance of government programs Want to feel productive, useful, helpful Want to interact with people Boomers/Seniors (n=5100) Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study; B1: Now we would like to ask you your opinion on a variety of topics. Again, there are no right or wrong answers. We are simply interested in your opinion. Please indicate how much you agree or disagree with each of the following statements.
  • 46. Google Confidential and Proprietary 46Google Confidential and Proprietary 46 Health and financial issues are also top of mind 60% 53% 50% 49% 38% 34% 33% 31% 29% 28% Am concerned about my health Want to keep earning money to retire more comfortably Look forward to retiring/doing what I want Need health insurance Keep working b/c income from other sources isn't enough Feel confident and proactive financially Often donate my time/money to a cause Feel confident in my estate planning Have a job that keeps me fulfilled Have a job that is fun/enjoyable Boomers/Seniors (n=5100) Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study; B1: Now we would like to ask you your opinion on a variety of topics. Again, there are no right or wrong answers. We are simply interested in your opinion. Please indicate how much you agree or disagree with each of the following statements.
  • 47. Google Confidential and Proprietary 47Google Confidential and Proprietary 47 Most boomers and seniors are involved and/or interested in a cause or movement Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study; P1: Are you currently involved in any of the following type(s) of causes or movements? Base: 5,100; P3: How interested are you in getting involved in each of the following type(s) of US societal causes or government related issues in the future? Select one for each. Healthcare 71% Social Security 71% Medicare 65% Retirement 60% Senior Issues 60% Medical Research/Disease Prevention & Awareness 58% Affordable Home Energy 57% Disability Rights 48% Joblessness 46% Medicaid 46% Top 10 US societal causes & issues: Interest in future involvement 62%of boomers and seniors currently participate in a cause or movement
  • 48. Google Confidential and Proprietary 48Google Confidential and Proprietary 48 #1 Television 69% #2 Online 54% #3 Newspaper 43% #4 Friends/Family/Acquaintances 32% #5 Radio 26% Awareness about causes and issues comes from a variety of sources Top 5 sources used among Boomers/Seniors Source: Ipsos MediaCT 2013 Boomers/Seniors Research Study Base: Total P4: You mentioned you are interested in the following cause(s). What types of activities, if any, have you participated in for the cause(s) listed below? Base: Total P5: How do you typically share or communicate information about US societal causes or government related issues withothers?
  • 49. Google Confidential and Proprietary 49Google Confidential and Proprietary 49 Participation and communication to others about causes & issues happens online 2 in 5share or communicate information about a cause to others online 62%read articles and visit cause-related websites to stay updated 20%follow, like or +1 a cause-related group or organization online Among Boomers/Seniors currently involved in cause Source: Ipsos MediaCT 2013 Boomers/Seniors Research, Base: Total P5: How do you typically share or communicate information about US societal causes or government related issues with others?
  • 50. Google Confidential and Proprietary 50Google Confidential and Proprietary 50 Intent Eyeballs Reactively Create Proactively Capture Analog Social Digital Digital TV Print Radio Facebook Google+ YouTube Display YouTube Search
  • 51. Google Confidential and Proprietary 51Google Confidential and Proprietary 51 Internet is the #1 source of information Online video provides entertainment & utility Americans 50+ are plugged into social networking Search drives online & offline action Mobile and cross-device use are growing Involvement in causes & issues around senior advocacy is important +
  • 52. Google Confidential and Proprietary 52Google Confidential and Proprietary 52 Effectively Reaching Today’s Boomers & Seniors Analog Pioneers To Digital Voyagers
  • 53. Google Confidential and Proprietary 53Google Confidential and Proprietary 53 Appendix
  • 54. Google Confidential and Proprietary 54Google Confidential and Proprietary 54 Key Findings   The Internet is an everyday part of boomers’ and seniors’ lives; it is the top source for gathering information on topics of interest, outpacing TV and print media by a substantial margin. As an advertiser, it is critical to be present across many digital platforms in order to engage this audience. Online video, search, and social networks build upon each other.   Over half of boomers and seniors watch online video with YouTube reported as the preferred site with 82% of video watchers using it. Online video advertising has huge potential in captivating this group as seen by increases in brand awareness and perceptions from boomer/senior oriented advertising exposure.   Social networking sites are used by the majority of boomers/seniors daily with more than half following a group or organization on a social platform. 4 in 10 report posting or watching a video they are interested in, most commonly on Facebook which ranks #1 as the most used social network 1 2 3
  • 55. Google Confidential and Proprietary 55Google Confidential and Proprietary 55 Key Findings   Search drives offline actions for boomers and seniors. 4 in 5 have taken action as the result of search. Relevancy, familiarity, and trust are equally important in influencing which search results are clicked on.   Boomers/seniors access the Internet on their PCs and growing portions are doing so on smartphones and tablets. Almost 2 in 5 own a smartphone or tablet and more are likely to purchase one in the next 12 months. Further, multi-screen use is common with over 75% of mobile device owners reporting using more than one device at a time.   This audience is involved and/or interested in a variety of US societal causes and government-related issues surrounding senior advocacy. While television is a primary vehicle for generating awareness, online media platforms also drive strong awareness as well as action via website visitation, content sharing and online donations. 4 5 6