Brands looking to target an older audience shouldn’t ignore YouTube. Once a destination for teenagers and 20-somethings, the video-sharing platform is now capturing the attention of older generations.
Online video has become more popular with older viewers, who are increasingly using video sites to consumer content. According to a new report from Ericsson’s Consumerlab, 41 percent of respondents between the ages of 65 and 69 stream videos more than once a week.
The survey is based on more than 17,000 online interviewers with consumers in more than a dozen countries. Much like younger generations, older viewers aren’t strangers to multitasking. One in four people surveyed watch multiple things at the same time — like TV on the big screen and YouTube on their mobile phone — at least once a week.
Additionally, the survey revealed that 72 percent of respondents said that they watch video on their mobile devices at least weekly, and 42 percent do so outside of their home. These are important stats because it means older viewers can not only be targeted on their mobile devices, but also while they’re out and about — possibly even shopping.
Also interesting is that 11 percent of respondents have reduced and 11 percent have completely eliminated their pay TV subscription over the last 12 months. Cord-cutting is becoming much more common, and as older audiences turn to sites like YouTube and Hulu, it poses an interesting opportunity for advertisers looking to target that market.
Seniors, a demographic grossly over looked on social media, is actually one of the fastest growing demographics among social networks. Although many are utilizing this medium to connect with friends and family, others spend time searching Google and watching YouTube. This is not a demographic you want to ignore.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.