Traffic arbitrage targeting the 60+ audience: how to work effectively with
pensioners
It might seem tricky to work with the 60+ audience at first, especially if you're used to
targeting younger and middle-aged audiences. However, a focus on the older
generation can also be a great source of conversions.
Since 2020, more and more older people have been using messengers, social media, and
shopping online.
SMS newsletters are still a great way to reach the 60+ audience, who
are used to this kind of communication and will respond quickly to messages.
The 60+ audience is a promising target for gambling and betting, as it's fair to say
that excitement doesn't go away with age. The main target is the middle class, who
are looking for a bit of excitement, so pre-landing pages with winning stories are a
great fit. On top of that, in most Western markets, the female audience is also pretty
active, despite being in smaller numbers.
Myths about pensioners
1. They don't use the internet
Pensioners are big users of Facebook. It's a convenient way for them to keep in
touch with family and friends and to search for entertainment and news content.
YouTube is also a popular platform among older audiences (aged 60+) as a
source of self-educational content. Many of this age group are still using
LinkedIn
to find temporary work, and they're updating their profiles as semi-retired. To
drive traffic to these social networks, we suggest that media buyers use a reliable
payment service like
LeadingCards, as it's suitable for these and many other platforms.
2. Low level of solvency
Statistics show that this age group, which has accumulated significant financial
resources over the years, has high purchasing power. The older generation often
spends money on things like their health, self-care and their loved ones.
3. Their purchases mainly concern medicines and food
Many pensioners spend their money on home stuff, travel, appliances, clothes
and even online education courses. It's important to remember that people
aged 60+ want to stay active, maintain their health and learn new things.
Tips for working with an audience of 60+
1.
Appeal to interests. Target their interests. The 60+ audience mainly
gathers in online communities of interest (like gardening, art, and travelling).
2.
Offer reliable products. Older people are looking for quality and
durability. Older people are looking for quality and durability. If you
mention things like inspections and warranties, it'll help to build trust.
3.
Use family as a motivation. A lot of seniors are willing to spend money
on useful items for their grandchildren and on things that keep them
in touch with their loved ones.
4.
Offer a noticeable benefit. The discounts, personalized newsletters,
promotions and special offers are always attractive to the 60+ audience.
Best of luck!