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Rise of the Silver Surfer – top ten tips for marketers

Tanya Goodin
Tanya Goodin
27 October 2010

Silver Surfers are taking the internet by storm this year, as Tamar’s white paper on the UK’s over-55s – published this morning – graphically demonstrates. It looks like this could be a unique opportunity for marketers and brands alike.

We have been analysing new data over the past year to identify changes in UK online consumer habits and the striking differences in web demographics from 2009 prompted us to develop the Silver Surfer paper.

The Rise of the Silver Surfer
, indicates that older consumers are likely to dominate the online terrain over the next five to ten years and by 2025, the number of over-60s in the UK will have passed the under-25s for the first time.

The paper sets out ten top tips for marketers who want to engage successfully with this tech savvy group –
a group which broadly has a positive attitude to spending, together with enviable cash resources.

Brands have an opportunity develop long-term relationships with this fast-growing group. This paper should act as a road map for marketers and brands who do not want to be left behind in the rush to engage with the UK’s Silver Surfers.

Three in four Silver Surfers overwhelmingly prefer to follow natural search results and only 3% would choose paid-for links; the paper also includes a wealth of data and tips on social media tactics, mobile apps, community engagement and much more.

Remember, these older users are savvy, keen to engage and value the benefits of being online. Integrated social media and search should be central to any brand strategy that seeks to maximise ROI.

There’s a lot of stereotyping and nay-saying going on in the industry when it comes to “silver” surfers. Let us not forget that this group now includes such luminaries as Steve Jobs (55), Bill Gates (55), Tim Berners-Lee (55) and Stephen Fry (53). Marketers have to stop pigeon-holing this demographic as white-haired old dears who are terrified of technology!

I think that the next 5-10 years will be an exhilarating, rewarding online journey for brands that understand the new older-demographic commercial environment. What do you think?



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