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March 12, 2013
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News for marketers on the boomer and senior markets
  • Advertisers are taking boomers for granted, not ignoring them
    If advertisers don't appear to be going very hard after boomers, it may be because they feel they don't have to, Eric Nagourney writes. Boomer habits -- including their consumption habits -- are predictable and well established, experts say, which means that pursuing them is "like shooting fish in a barrel -- chubby fish with bad knees and AARP discount cards," Nagourney writes. But other experts warn that a narrow focus on the younger set could backfire and alienate older consumers. The New York Times (tiered subscription model) (3/7) LinkedInFacebookTwitterEmail this Story
  • Over-55s are less open to online tracking
    Consumers over 55 differ from younger counterparts in how they want marketers to pay attention to their online activities, according to a study for NetBase by J.D. Power & Associates. Fewer over-55s wanted companies to track what they're saying and doing online, and a majority in the older age bracket consider such activity an intrusion. eMarketer (3/7) LinkedInFacebookTwitterEmail this Story
  • Study: Australian boomers are open to new things
    With Australia's boomer demographic controlling more than 40% of the nation's consumer wealth, it's important for advertisers not to assume this age bracket is stuck in its ways, according to a new study by Mi9. "While some consumers are tightening their belts, this lucrative 'Lifestyle' stage provides real opportunity for brands to attract new customers and drive sales through more targeted campaigns based on deep audience insight and intelligent data," said Gabbi Stubbs, Mi9 research chief. Marketing Mag (Australia) (2/28) LinkedInFacebookTwitterEmail this Story
  • Other News
Engage Boomers online with real ROI. Dot Boom: Engaging Baby Boomers through Meaningful Online Engagement is the key. Hailed by executives at AARP, PBS, Microsoft and Humana, Dot Boom provides the only complete picture of the online Boomer consumer and a roadmap to developing profitable online campaigns. Download now for iPhone, iPad, Sony Reader and Kindle.
  • Site offers searchable directory of senior living options
    Seniors and their families can now go online to find a comprehensive rundown of senior living communities, thanks to the Assisted Living Federation of America. The ALFA website, powered by, responds to a growing number of online referrals in the industry. User engagement is one key, with reporting that consumer reviews can increase inquiries to providers as much as fivefold. Senior Housing News (3/4) LinkedInFacebookTwitterEmail this Story
  Trends and Insights 
  • Parents, children and estate planning weigh on boomers
    Baby boomers face several pressing financial issues, including the cost of financing their children's education, the cost of caring for aging parents and the need for estate planning, says financial planner Tim Maurer. He recommends that boomers, many of whom have ridden the market through dramatic volatility, move into more conservative investments that can generate retirement income. National Public Radio (3/5) LinkedInFacebookTwitterEmail this Story
  • How changing demographics could hurt housing again
    Baby boomers who look to move out of large suburban single-family homes might not find many interested buyers, says researcher Arthur Nelson, director of the Metropolitan Research Center at the University of Utah. Younger generations are more interested in smaller homes and condos, and the growing numbers of Hispanics in the U.S. generally do not have incomes high enough to buy larger homes. The confluence of these demographic trends could prompt another housing crisis, Nelson says. The Atlantic Cities (3/5) LinkedInFacebookTwitterEmail this Story
  • Why boomers are taking the lead in entrepreneurship
    Baby boomers are more likely to consider themselves to be entrepreneurial than younger generations, according to a study by and Millennial Branding. In addition, people age 50 to 69 reported being more willing to embrace risk than those age 18 to 29. Older entrepreneurs have a few advantages: They tend to have more wealth and more experience than younger people do. Fast Company online (2/27), (2/27) LinkedInFacebookTwitterEmail this Story
  • Other News
We are all worms. But I do believe that I am a glow-worm."
--Winston Churchill,
British prime minister

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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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