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March 26, 2013
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News for marketers on the boomer and senior markets
  Marketing 
 
  • Boomers are nearly up to speed with younger digital habits
    Marketers trying to reach boomers digitally will find that they're not far behind succeeding generations in at least a couple of categories, according to eMarketer. Boomers are nearly as likely to use mobile phones and the Internet as their younger counterparts, although they lag a bit in their uptake of smartphones and the mobile Internet. eMarketer (3/21) LinkedInFacebookTwitterEmail this Story
  • Study: Over-65s still lag in digital adoption: The over-65 demographic remains a sleeping giant when it comes to Web use, according to eMarketer. Only about half of seniors are regular Web users, and less than a quarter of senior mobile-phone users own smartphones. "And while there may be talk of old folks interacting with grandchildren on Facebook, social networking penetration among seniors is low," eMarketer notes. eMarketer (3/26) LinkedInFacebookTwitterEmail this Story
  • IBM demos elderly monitoring system in long-form video
    IBM has tested a system for monitoring the elderly in Bolzano, Italy, and made a short film demonstrating it through Ogilvy's branded-content arm OgilvyEntertainment, in collaboration with StudioNow and the Huffington Post. "Short-form film, or long-form content, really lets you open up a topic," says Doug Scott, OgilvyEntertainment president. Adweek (3/25) LinkedInFacebookTwitterEmail this Story
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  Technology 
  • Senior housing could soon be augmented by robotics
    Robots are unlikely to be stalking the avenues and corridors of senior living centers and communities any time soon. But their use in delivering medications, patient monitoring and providing nonemergency interaction when a human presence isn't necessary may be just around the corner, Alyssa Gerace writes. Senior Housing News (3/20) LinkedInFacebookTwitterEmail this Story
  • Other News
  Trends and Insights 
  • Boomers rewrite the script for later years
    As boomers transition into their senior years, they increasingly see it as a signal not to lie back and take it easy, but as prime time to get active, physically and mentally, Len Barcousky writes. Some are renewing their educations, and others are frequenting gyms. "The take-home message here is no matter how many years you have been sitting on the couch, you can change your future by getting up," said Dr. Vonda Wright, an orthopedic surgeon. Pittsburgh Post-Gazette (3/21) LinkedInFacebookTwitterEmail this Story
  • Report: Seniors' home equity reaches highest level since 2009
    Recovering home values are helping U.S. seniors, whose home-equity levels are at the highest level since mid-2009, according to a report from the National Reverse Mortgage Lenders Association. The group, along with the RiskSpan Reverse Mortgage Market Index, looked at home-equity data for people 62 and older. "Tapping into that equity is one option to help fund living expenses, home maintenance costs or health care needs in retirement," said Peter Bell, the reverse-mortgage group's president. Housing Wire (3/20) LinkedInFacebookTwitterEmail this Story
  • Aviation blossomed as baby boomers came of age
    Blogger Scott Spangler looks at the demographic stability of the pilot population. He says that until 2005, baby boomers accounted for more than half of the pilot population, but that number has been in steady decline in recent years. "Rather than trying to recapture this fantasy, we should be uniting to preserve what we have by supporting those still flying and encouraging and nurturing interested newcomers," writes Spangler. Jetwhine.com (3/20) LinkedInFacebookTwitterEmail this Story
  • Other News
  SmartQuote 
It is often laziness and timidity that keep us within our duty while virtue gets all the credit."
--François de la Rochefoucauld,
French writer


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Immersion Active is the interactive agency for the mature markets. We help brands leverage digital media to profitably engage boomers and seniors online.

 
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