Does your community relations model incorporate new technologies, social media and senior citizens? Why not? Is your marketing vision inclusive of recent technological change and all its potential? Do you see technology as something that is inherently for the young? Think again…
When it comes to community organizing, community building and solving local problems don’t leave seniors out. Do not assume that age alone is keeping baby boomers out of the social scene. According to PEW there is a growing potential in the way seniors are using new technology and it may have very positive implications for your community organizing goals …
You can view the entire PEW report at: http://www.pewinternet.org/files/old-media//Files/Reports/2012/PIP_Older_adults_and_internet_use.pdf
“For the first time, half of adults ages 65 and older are online
As of April 2012, 53% of American adults ages 65 and older use the internet or email. Though these adults are still less likely than all other age groups to use the internet, the latest data represent the first time that half of seniors are going online. After several years of very little growth among this group, these gains are significant.
Overall, 82% of all American adults ages 18 and older say they use the internet or email at least occasionally, and 67% do so on a typical day.
Once online, most seniors make internet use a regular part of their lives.
For most online seniors, internet use is a daily fixture in their lives. Among internet users ages 65 and older, 70% use the internet on a typical day. (Overall, 82% of all adult internet users go online on an average day.)
After age 75, internet and broadband use drops off significantly.
Internet usage is much less prevalent among members of the “G.I. Generation” (adults who are currently ages 76 and older)1 than among other age groups. As of April 2012, internet adoption among this group has only reached 34%, while home broadband use has inched up to 21%.
Seven in ten seniors own a cell phone, up from 57% two years ago.
A growing share of seniors own a cell phone. Some 69% of adults ages 65 and older report that they have a mobile phone, up from 57% in May 2010. Even among those currently ages 76 and older, 56% report owning a cell phone of some kind, up from 47% of this generation in 2010. Despite these increases, however, older adults are less likely than other age groups to own these devices. Some 88% of all adults own a cell phone, including 95% of those ages 18-29.
One in three online seniors uses social networking sites like Facebook and LinkedIn.
Social networking site use among seniors has grown significantly over the past few years: From April 2009 to May 2011, for instance, social networking site use among internet users ages 65 and older grew 150%, from 13% in 2009 to 33% in 2011. As of February 2012, one third (34%) of internet users ages 65 and older use social networking sites such as Facebook, and 18% do so on a typical day. Among all adult internet users, 66% use social networking sites (including 86% of those ages 18-29), with 48% of adult internet users making use of these sites on a typical day.
By comparison, email use continues to be the bedrock of online communications for seniors. As of August 2011, 86% of internet users ages 65 and older use email, with 48% doing so on a typical day. Among all adult internet users, 91% use email, with 59% doing so on a typical day.”
“Marketing is rapidly becoming one of the most technology-dependent functions in business. In 2012 the research and consulting firm Gartner predicted that by 2017, a company’s chief marketing officer would be spending more on technology than its chief information officer was. That oft-quoted claim seems more credible every day.A new type of executive is emerging at the center of the transformation: the chief marketing technologist. CMTs are part strategist, part creative director, part technology leader, and part teacher. Although they have an array of titles—Kimberly-Clark has a “global head of marketing technology,” while SAP has a “business information officer for global marketing,” for example—they have a common job: aligning marketing technology with business goals, serving as a liaison to IT, and evaluating and choosing technology providers. About half are charged with helping craft new digital business models as well.Regardless of what they’re called, the best CMTs set a technology vision for marketing. They champion greater …”
Adapted form a previous article that appeared at https://policyabcs.wordpress.com