Digital is the New Traditional - Senior Living

Digital is the New TraditionalSenior Living

WELCOME & AGENDA

Welcome

Today’s presentation is brought to you by

Bluespire Marketing.

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Featured Speakers

Amy LaGrant, Gerontologist, Vice

President of Account Strategy

Greg Lifhits, Senior Director—Digital

Strategies and Analytics

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Agenda

Where have we been?

Past and current trends for seniors online

Digital has become traditional

Must-have in a marketing program

Adult children and online

How adult children are engaging online

What are we doing digitally?

Digital’s role within your traditional marketing program

Q&A5

SENIORS AND ONLINE

Seniors Online – It Can Only Go Up!

Six in ten seniors (59%) report using the Internet. This is a six percentage point year-over-year increase from the 53% of older adults who went online at a similar point in 2012.

Five years ago in May 2008, just 35% of older adults were Internet users.

74% of seniors believe it is important to be able to access information online related to senior living.

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Internet Adoption Over Time, Seniors vs. All Adults

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What Are Seniors Doing Online?

Source: Google/Ipsos MediaCT : 2013 Seniors Research Summary 9

Search Promotes Action

Source: Google/Ipsos MediaCT : 2013 Seniors Research Summary

30%

31%

31%

35%

46%

48%

Looked for more information online

Called or contacted a business, store or organization

Thought more favorably about a topic of interest

Shared search results with others

Talked to others about something I learned from asearch

Visited a retailer/store

85% of search users take

action as a result of search

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Sources of Info for Senior Living Services


7%

16%

16%

18%

20%

22%

25%

29%

31%

36%

52%

Spouse

Other family or relative

My children

Professional expert

Direct Mail

Television

Magazines

Brochures

Friends

Internet

Word of mouth

69% of seniors actively

seek information on

services related to

senior living

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US Internet Users Who Open and Read Promotional

Emails from Retailers

76%

67%

70%

67%

69%

71%

73%

78%

71%

73%

72%

73%

Male 18-34 35-44 45-54 55-64 65+ Totalmale

Female 18-34 35-44 45-54 55-64 65+ Totalfemale

Source: Source: Listrak, Jan 8, 2015

Methodology: Data is from the January 2015 Listrak survey conducted by Harris Poll. 2,042 US adults

ages 18+ were surveyed online during December 2-4, 2014. 12

Social Media Use Among Seniors

56% of online adults age 65+ use Facebook

(12% increase from 2013)

21% of online adults age 65+ use LinkedIn


17% of online adults age 65+ use Pinterest


10% of online adults age 65+ use Twitter


Source: Pew Research Center: “Social Media Update 2014” http://www.pewinternet.org/2015/01/09/social-media-update-2014/ 13

http://www.pewinternet.org/2015/01/09/social-media-update-2014/

Website Usability

Seniors

(11 years ago)

Seniors

(now)

Success rate (completed

a task) 52.5% 55.3%

Time on task (min:sec) 9:58 7:49

Errors 4.6 2.4

Source: Nielsen Norman Group : Seniors as Web Users 2013” http://www.nngroup.com/articles/usability-for-senior-citizens/ 14

http://www.nngroup.com/articles/usability-for-senior-citizens/

Device Ownership Among US Baby

Boomer and Senior Internet Users

54% own a smartphone

46% own a tablet

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65% own a laptop

68% own a desktop

Source: AVG, “Digital Diaries: the Privacy Fear Factor,” Jan 6, 2015

Mobile and Seniors

16% use a smartphone

14% use a tablet

42%of seniors have spent more

time on a smartphone this

year compared to last

46%of seniors have spent more

time on a tablet this

year than they did last year

16Source: Google/Ipsos MediaCT : 2013 Seniors Research Summary

Video Online


2%

3%

8%

11%

12%

13%

15%

16%

18%

38%

71%

Vimeo

MySpace

Other

Netflix

AOL

Yahoo! Video

Hulu

Amazon

MSN

Facebook

YouTube

Online video websites used

4 in 10 seniors watch online video

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Video Online


12%

16%

17%

35%

38%

41%

Rated a video

Posted a comment on the video

Looked for related online videos

Searched online for more information

Clicked on a link I was interested in

Forwarded a link or video to someone

68%of online video watchers have taken action as the result of a video.

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DIGITAL HAS BECOME

TRADITIONAL

Allocation of Their Advertising Budget According to US

Senior Ad Buyers, by Channel, 2014-2016 (% of total)

Source: Data is from the January 2015 Cowen and Company "Annual Ad Buyer Survey III: 2015 Outlook.“ - eMarketer

55 US senior ad buyers were surveyed in December 2014. 20

Sustainable Market Presence

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How Do Seniors Research a Product?

22Source: Google/Ipsos MediaCT : 2013 Seniors Research Summary

Integrated Approach

ONLINE

DIRECT

MARKETINGADVERTISING

PUBLIC RELATIONS

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PMA – Expanded Market Area

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ADULT CHILD ONLINE

Adult Children – Online #1 Place for

Information Seeking

For adult children, digital has always been

traditional.

59% of adult children say that online

resources have been helpful to their ability

to provide care and support for the parent.

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Where Do They Turn?

9 out of 10 of them use the Internet.

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Inquiry Source Graph

17%

11%

1%20%

0%4%

47%

0%

19%

0%

17%

14%

1%

49%

Offline Tactic

Direct Website Visit

E-Alert

PPC

Referral

Google Places

SEO

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Search Marketing & Directories

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Social Media & Forums

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Social Media

Fastest growing social networking

segment—has doubled over the last two

years among “boomers”

Facebook, LinkedIn now second only to

email

50-64: 51%

65+: 33%

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WHAT ARE WE DOING

DIGITALLY?

Click Heat Maps

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Movement Heat Maps

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User Polls

Did you find the information you were looking for?

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Merge Offline and Online!

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Drip Email Programs

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QUESTIONS / WRAP-UP

Questions?

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