Your targeted audience is the core of your digital marketing campaign. Different people use the Internet in different ways: what channel they use, where they spend most of their time, and what websites they consistently visit. For example, a 19-year-old teenager most likely does not attend the same sites as a 50-year old. Thus, it’s essential to be able to reach every generation, and know how to do so!
Millennials are quickly adopting the technology, and thus are easy to reach. On average, they spend about 19 hours online weekly, with 82% and 81% of them spending time on their computer and smartphone, respectively, to get online. When reaching millennials, the smartphone is a great channel to reach them, as 36% searched for product information using their mobile device. Millennials are also more likely to be on lifestyle-centered websites and social media.
Generation X spends about 15 hours online each week. 82% get online using a computer, and 66% use a smartphone, indicating that less Generation X people browse the Internet on their smartphones than millennials. Generation X is primarily responsible for making decisions in a household, and, therefore, have to think about the whole family when they make a purchase. Gen X is more likely to be on business-orientated websites.
Lastly, the baby boomers spend about 12 hours online weekly. While this is a shorter amount of time compared to Gen X and millennials, 12 hours is still significant. 75% of baby boomers use a computer to get online while only 41% use their smartphone. Smartphone usage decreases with age, as proven by the statistic that only 14% of baby boomers searched for product information using a mobile device. Baby boomers are likely to also browse on business-oriented sites like millennials.
When you are targeting the right audience for your brand, it’s important to keep in mind the lifestyles of the people that you want to buy your product. For example, if your goal were to target millennials, then you should create a creative suitable for mobile devices, as millennials spend a large amount of time on their smartphones. By better understanding what channels and sites that your customers use, your campaign will perform stronger.