Think the over-50s aren’t online? Check this out

Many tourism operators fall into the trap of thinking they don’t need to be marketing online if the bulk of their clientele are over 50. They continue to focus resources on brochures, direct mail and advertising, believing these are the only ways to reach their prospects.

Yet, according to an eMarketer report, 75% of baby boomers (over 50s) were active online in 2006. This figure is projected to reach 83% by 2011.

More recent Australian statistics tell us that more than 87% of our baby boomers go online at least once a month - a sizable chunk of your market.

And Roy Morgan Research found that 10% of Australian baby boomers booked their holidays entirely online in 2005. This is a significant figure, given that across the board, travellers tend to research online and book offline.

“Baby boomers are diverse, notoriously difficult to pigeonhole and sometimes overlooked by marketers, who are generally more interested in catering to younger and more active consumers,” said Paul Verna, eMarketer Senior Analyst.

Even if you’re not targeting over 50s, you might want to consider whether your product can adapt to this age group, as they are also among the most affluent market segments. Many remain active well into retirement and retain the sense of adventure that infused the 1960s and 70s.

“Boomers wield enormous economic clout and are increasingly turning to online and mobile channels for a wide variety of needs, including e-commerce, financial services, travel, entertainment, health and wellness information, news and user-generated content,” said Verna.

As for the over-60s, who retired before web surfing had the chance to enter their vocabulary, many are nevertheless enjoying the convenience of researching travel without leaving the house.

“Silver surfers - also known as ‘the silent generation’ - are also typically passed over by online marketers,” said Verna.

“Nevertheless, their spending power and growing presence online should serve as a wake-up call to marketers who might have their sights set elsewhere.”

eMarketer puts the percentage of online silver surfers at 35% in 2006, projected to reach 46% by 2011.

This is also a group who responds to personality, expertise and specialist knowledge - something that a blog facility provides in spades - and appreciates the ability to communicate directly with a real person before booking. Again, small operators can offer this online more easily than large ones.

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