Connect with us

Business Marketing

Research proves how tech savvy empty nesters really are: how to reach them

(Business Marketing) Empty nesters are often thought of as less tech savvy than their younger counterparts, but new research proves otherwise – how your brand needs to adapt to this shift.

Published

on

support local business

support local business

Empty nesters are often misunderstood

When you hear the phrase “tech savvy,” your mind likely imagines a 20-something in a hoodie, using the newest app on the newest smartphone, outpacing their elders. A decade ago, you would have been closer to the mark, but today, the term is applicable to another generation – Empty Nesters.

According to a new study by Influence Central, “digitally fluent” and “tech savvy” are easily descriptors of the 45+ Empty Nester generation, as this consumer group has widely adopted emerging technologies, catching up with Millennials and rising to the challenge of today’s available technologies.

bar
“Our research showed that a profound disconnect exists in how this generation sees themselves and how they’re viewed externally,” shares Stacy DeBroff, CEO of Influence Central. “Today’s Empty-Nesters feel confident, tech-savvy, and highly connective online, yet marketers still stereotype them as passively consuming traditional media and swept up in advertising. Empty-Nesters are embracing social media and today’s online recommendation culture, ignoring and disliking advertising, and completely redefining their consumer journey.”

Quick facts from the study:

  1. Nearly 90 percent of Empty Nesters are on Facebook.
  2. Roughly 60 percent share posts through Twitter.
  3. Fully 72 percent use their smartphone to visit social media sites.
  4. 90 percent consider themselves texters; 36 percent prefer it over talking on the phone.
  5. Nine in 10 research an item online before making a spend.
  6. Nearly 80 percent are more likely to purchase a product if it receives a high star rating in a retail e-commerce review.
  7. 75 percent are more likely to purchase a product that receives a positive first-person review.
  8. Fully 45 percent are more likely to purchase a product if it is recommended by a blogger they follow.
  9. 12 percent say they’re more likely to purchase a product when used in a compelling commercial ad.
  10. More than 65 percent say they are skeptical of traditional advertising.
  11. Over 80 percent spend more time browsing for products online than in the store.
  12. 65 percent use their smartphone to seek out product information.
  13. 64 percent make purchases from online retailers from their tablets.

So this generation is skeptical of traditional advertising, researches products endlessly, and relies on their phone or tablet to make purchases? Sounds familiar – Millennials, your parents have caught up with you. Brands need to pay attention to this rapid shift and cease treating anyone over 40 as if they don’t know how to turn on a computer.

5 surprising ways to reach empty nesters

In response to this research, Influence Central offers in their own words below, five ways your brand should be reaching these empty nesters:

1. Draw Up a New Marketing Playbook: With nearly 90% of today’s Empty-Nesters on Facebook and 9 out of 10 viewing themselves as “texters,” using yesterday’s marketing strategy no longer resonates. Brands need to shift their marketing approach and create new ways to reach Empty-Nesters as they continue their online navigation and spelunking.

2. Throw Out the Stereotypes: Twenty-first century Empty-Nesters see themselves as hip, modern adventurous women yet feel a gap in how they envision themselves and how they’re depicted in traditional marketing. As 60% tune out traditional ads because they feel they are not accurately targeted, marketers need to get a better understanding of where Empty-Nesters are at this life stage and change their strategies accordingly.

3. Make Them an Offer: While more than 60% of Empty-Nesters follow brands on social media, they do so with a purpose – to find deals, information, and coupons. In fact, this generation doesn’t want constant interaction or relationships with brands – they want promotions! Not surprisingly, just 33% enjoy when brands interact with them online.

4. Ramp Up Online Recommendations: This Generation Will Google You! For today’s Empty-Nesters, first- and third-person recommendations and reviews factor heavily into their purchasing decisions. More than 95% seek out online reviews of products to receive feedback and recommendations prior to purchasing, and 56% say negative restaurant/retailer reviews online would convince them not to visit these places.

5. Move From In-Store to Online: These on-the-move Empty-Nesters no longer browse leisurely in-store – now more than 80% spend more time looking around online for products than in brick-and-mortar stores. And mobile devices have become key purchasing tools, as 65% use their Smartphone to search for product information, and 64% make online retail purchases from their tablets.

The American Genius is news, insights, tools, and inspiration for business owners and professionals. AG condenses information on technology, business, social media, startups, economics and more, so you don’t have to.

Business Marketing

How Nestle’s emotional branding converted a nation into coffee drinkers

(BUSINESS MARKETING) Nestle hired a psychoanalyst to convert a nation to coffee with long term, science backed strategies connected to why we like what we like.

Published

on

nestle japan coffee

When Nestle first attempted to market coffee in Japan in the 1970s, it did not go well. Though their products tested well with audiences and was priced affordably, sales never took off. Nestle was committed to break into the profitable Japanese market and embarked on research that would inform an innovative new strategy going forward.

Nestle hired French social psychologist, Dr. Clotaire Rapaille, who specialized in the emotional bonds people form with objects. Dr. Rapaille conducted various experiments with participant groups to better understand why people were not buying coffee in the Japanese market. In one such experiment, Dr. Rapaille played calming music while participants lay on the ground. He asked them to talk through early childhood memories. He then asked participants to share experiences and emotions they associated with various products from their childhoods.

Participants did so, except when it came to coffee. Most had no memories of coffee and therefore no emotional bond to it. Japan had long been a tea drinking society, very few sections of society included coffee drinkers. Sales reflected the lack of cultural familiarity with coffee; it was not part of Japanese life. This understanding from Dr. Rapaille’s research sparked a bold marketing move with a long-term strategy in mind.

Nestle created coffee-flavored chocolate and marketed them to children. Introducing the flavor of coffee to Japanese youth while at an early age would not only imprint the flavor profile on them, but they would associate the flavor with positive emotions. Nestle tested, manufactured, and sold their coffee-flavored chocolate in Japan. They were immediately popular with youth and eventually with their curious parents who wanted to give the flavor a try.

A reentry into the coffee market by Nestle years later was met with a different response than the first attempt. The kids that grew up with coffee-flavored candies were now a part of the workforce and ready to become coffee drinkers. Today, Nestle imports nearly 500 million tons of coffee per year.

What began with a failed attempt at entering the coffee market resulted in a long-term strategy that proved that strong emotional bonds with customers can build strong sales.

Continue Reading

Business Marketing

How many hours of the work week are actually efficient?

(BUSINESS MARKETING) Working more for that paycheck, more hours each week, on the weekends, on holidays can actually hurt productivity. So don’t do that, stay efficient.

Published

on

work week rush

Social media is always flooded with promises to get in shape, eat healthier and…hustle?

In hustle culture, it seems as though there’s no such thing as too much work. Nights, weekends and holidays are really just more time to be pushing towards your dreams and hobbies are just side hustles waiting to be monetized. Plus, with freelancing on the rise, there really is nothing stopping someone from making the most out of their 24 hours.

Hustle culture will have you believe that a full-time job isn’t enough. Is that true?

Although it’s a bit outdated, Gallup’s 2014 report on full-time US workers gives us an alarming glimpse into the effects of the hustle. For starters, 50% of full-time workers reported working over 40 hours a week – in fact, the average weekly hours for salaried employees was up to 49 hours.

So, what’s the deal with 40 hours anyway? The 40 hour work-week actually started with labor rights activists in the 1800s pushing for an 8 hour workday. In 1817, Robert Owen, a Welsh activist, reasoned this workday provided: “eight hours labor, eight hours recreation, eight hours rest.”

If you do the math, that’s a whopping 66% of the day devoted to personal needs, rather than labor!

Of course, it’s only natural to be skeptical of logic from two centuries ago coloring the way we do business in the 21st century. For starters, there’s plenty of labor to be done outside of the labor you’re paid to do. Meal prep, house cleaning, child care…that’s all work that needs to be done. It’s also all work that some of your favorite influencers are paying to get done while they pursue the “hustle.” For the average human, that would all be additional work to fall in the ‘recreation’ category.

But I digress. Is 40 hours a week really enough in the modern age? After all, average hours in the United States have increased.

Well…probably not. In fact, when hours are reduced (France, for instance, limited maximum hours to 35 hours a week, instead of 40), workers are not only more likely to be healthier and happier, but more efficient and less likely to miss work!

So, instead of following through with the goal to work more this year, maybe consider slowing the hustle. It might actually be more effective in the long run!

Continue Reading

Business Marketing

Snapchat’s study reveals our growing reliance on video

(BUSINESS MARKETING) Snapchat released a report that shows some useful insights for future video content creation.

Published

on

Snapchat's video

Snapchat is taking a break from restoring people’s streaks to publish a report on mobile video access; according to Social Media Today, the report holds potentially vital information about how customers use their mobile devices to view content.

And–surprise, surprise–it turns out we’re using our phones to consume a lot more media than we did six years ago.

The obvious takeaways from this study are listed all over the place, and not even necessarily courtesy of Snapchat. People are using their phones substantially more often than they have in the past five years, and with everyone staying home, it’s reasonable to expect more engagement and more overall screen time.

However, there are a couple of insights that stand out from Snapchat’s study.

Firstly, the “Stories” feature that you see just about everywhere now is considered one of the most popular–and, thus, most lucrative–forms of video content. 82 percent of Snapchat users in the study said that they watched at least one Snapchat Story every day, with the majority of stories being under ten minutes.

This is a stark contrast to the 52 percent of those polled who said they watched a TV show each day and the 49 percent who said they consumed some “premium” style of short-form video (e.g., YouTube). You’ll notice that this flies in the face of some schools of thought regarding content creation on larger platforms like YouTube or Instagram.

Equally as important is Snapchat’s “personal” factor, which is the intimate, one-on-one-ish atmosphere cultivated by Snapchat features. Per Snapchat’s report, this is the prime component in helping an engaging video achieve the other two pillars of success: making it relatable and worthy of sharing.

Those three pillars–being personal, relatable, and share-worthy–are the components of any successful “short-form” video, Snapchat says.

Snapchat also reported that of the users polled, the majority claimed Snapchat made them feel more connected to their fellow users than comparable social media sites (e.g., Instagram or Facebook). Perhaps unsurprisingly, the next-closest social media platform vis-a-vis interpersonal connection was TikTok–something for which you can probably see the nexus to Snapchat.

We know phone use is increasing, and we know that distanced forms of social expression were popular even before a pandemic floored the world; however, this report demonstrates a paradigm shift in content creation that you’d have to be nuts not to check out for yourself.

Continue Reading
Advertisement

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!