Friday, October 21, 2016

The nocturnal smartphone habits by age group

If you are aged 18-24 it looks like you are about three times more likely to wake up in the middle of the night and check your smartphone than a 65+ year old. I am astonished at the figures. Not the high percentage of young people that cannot wait to check their instant messenger app but the idea that so many people my age do the same thing. Maybe it is explained by the inability to sleep?

The report from Deloitte is stuffed full of data about smartphone use. Dick Stroud

Wednesday, September 28, 2016

They 50+ dominate the travel market - so what's new

Yesterday I read something about the 50+ being the main group of consumers in the travel industry and thought to myself - well nothing much. Isn't it obvious that they are? Who else might be? Their children or grandchildren? No way, surely that's a no-brainer?

A Pulse message just popped up on my iPad telling me that somebody has posted about this fact so I thought I better mention it on my blog. When I first became involved in the ageing business I would be anxious to publicize this sort of information but the years pass and you get to assume that everybody must know all this by now. Clearly not. Dick Stroud

Tuesday, September 27, 2016

Facebook's problem with video metrics is the least of the problems

It is the first time that I have seen Mark Ritson (Marketing Week) and Laurie Orlov (Ageing in place technology blog) comment about the same subject, on the same day, with roughly the same argument.

More than half of all UK advertising spend now goes into digital and awful lot of the digital spend goes to Facebook and Google. Facebook's little problem is that it has been grossly overstating the length of time that people have spent watching its video - by about 80% - and it has been doing that for the past couple of years.

Mark Ritson's gripe is that we now have a wall of marketing spend being chucked at digital and the more you poke around the more it looks like the metrics are, to put it mildly, ultra flaky.

What he didn't say, was that most of the digital spend will miss the largest group and highest spending group of consumers - the older variety. News today, that the 50+ are now the biggest spenders on travel.

So what we have poorly measured marketing spend chasing a group of people (the young) who are perpetually bleating about being cash-strapped whilst their parents are spending their inheritance like it is going out of style and not taking much account of digital marketing.

What a strange situation. Dick Stroud