The rise of digital marketing has left older people dismissive of most advertising. So warns Gabriella Krite, head of digital operations at The Kite Factory. Recent research by the media agency showed the proportion of people under 24 who say advertisements influence their purchases is more than three times that of people aged 65+. Fifteen years ago it was only 20% bigger. Only 16% of the older group now say ads help them choose what to buy against 53% of the younger respondents. “So what has gone wrong? Quite simply the advertising industry has increasingly alienated Over 50s by failing to give them appropriate on-screen representation, thinking of them as an amorphous group and concentrating innovation on digital first platforms.” Using social media alone will reach only 76% of 55-65s,leaving “a whole chunk of an affluent population not being spoken to”.
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