Still on understanding the 55+ segment in Indonesia, this post is on their media habits and their social media preferences. This is essential for advertisers seeking to effectively connect with their target audiences. Let's explore the data and discuss the implication and recommendations for advertisers looking to engage with the 55+ audience.
Media Habits of the 55+ Age Group…
TV (Free-to-Air): A significant 78% of the 55+ population still relies on TV as their primary media source. Watching TV is slightly higher among female and middle class.
But they are also open with the newer media with 32% access the internet and 15% engages with online and digital media, indicating their interests in digital presence. This new digital media is higher among male and upper class.
Cable TV, Newspapers, Radio, and Print Magazines: These media channels have varying levels of engagement, ranging from 1% to 10%. With only 1% of the 55+ y.o. consume content through streaming services.
This media habit is in contrast with the 15-54 y.o. segment. The data is provided by our partner- Snapcart:
In contrast to the 55+ segment, a large majority of 15-54 y.o. consume digital media: 82% accesses the internet, 57% engages with online and digital media, showcasing their heavy online presence and higher digital engagement.
Streaming Services: In stark contrast, 36% of the 15-54 age group actively engages with streaming platforms.
TVFree-to-Air): and in contrast to the 55+ group, only 26% of the 15-54 age group watches TV.
Social Media Habits of the 55+ Age Group…
Six in ten (62%) of the 55+ age group does not access social media.
YouTube: 29% of the elderly use YouTube as a social media platform, embracing video content.
Facebook: 21% actively use Facebook to connect with friends and family.
TikTok and Instagram: These platforms have lower engagement among the elderly, with 9% and 8% respectively. However, in our upcoming report on health and beauty products among the 55+ y.o. segment, we found that some females used TikTok for beauty advices – influenced by their daughter!
Implications for the advertisers
Embrace TV Advertising: Leverage the popularity of free-to-air TV to reach the 55+ audience effectively.
Develop Online Presence: As the 55+ age group embraces digital platforms, create a strong online presence through targeted ads and engaging content.
Utilize YouTube and Facebook: These platforms exhibit higher engagement among the 55+ demographic. Leverage their advertising features to effectively reach and engage with this audience.
Tailor Your Approach: Craft messages that align with the interests, values, and aspirations of the 55+ audience. Highlight benefits and solutions relevant to their life stage.
Understanding the media habits of the 55+ age group is crucial for advertisers seeking to connect with this valuable audience. By leveraging their preferred media channels, engaging on social media platforms, and tailoring your approach, you can effectively engage the 55+ audience and create impactful campaigns.
Let's embrace the evolving media landscape and seize the opportunities to connect with the 55+ demographic! Contact me for further discussion.
Iwan Murty
