Is Online Advertising Wasted on the Youth?

Is Online Advertising Wasted on the Youth?

I asked my grandmother what she believed search engine marketing to be, she replied “a type of system that lets us promote business via the internet”. For a lady of nearly 80, she is very informed about current affairs and the technological world today. I then asked my older 23 year old brother what he thought search engine marketing was all about, he replied “ahh, umm not too sure”???

Maybe I should not be mentioning right now that my brother is a 6th year medical student at UNSW. Hopefully we won’t come across him any time soon when we aren’t feeling too well. No, I am joking, he will be a brilliant doctor, but I guess the point I am trying to make is that he is a smart fellow yet didn’t have a clue about what SEO really is yet our grandmother had a much more informed idea.

A time ago, people would say online advertising campaigns were wasted on the youth however is this really the case today? According to Pew Research Centre the average age of an online searcher is between the age of 39-48 or older. Online internet users are of a diverse age, proving that online advertising is an effective form of targeting an audience of varied ages or any specific aged market.

Larger percentages of older generations are online now than in the past and they are doing more searching online. The biggest increase in internet use since 2005 can be seen in the 70-75 year-old age group. While just over one-fourth (26%) of 70-75 year olds were online in 2005, 65% of that age group is currently online in 2009 (Pew Research Centre, Generations online in 2009). Larger percentages of older generations are online now than in the past. One can say this is the reason why the demographic is well informed about online marketing and industry updates. I believe we can expect to see these statistics become more level to other ages as time goes on. It’s great to see an end to the days where people were afraid to turn on the family computer and search. It’s great to see this is a notion of the past. I am very proud of my grandmother and other alike her giving the internet a go. Online advertising is definitely not wasted on the youth!

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