Article

Lisa Curry
Lisa Curry 21 October 2016
Categories B2B, Content, Research, Technology

What Marketing Content Do Different Age Groups like to Consume?

Today marketers have a wide choice of different content types to create; from video to blogs, from memes to whitepapers. But which types of content are most suitable for different age groups?

Today marketers have a wide choice of different content types to create; from video to blogs, from memes to whitepapers. But which types of content are most suitable for different age groups?

One size does not fit all

With such a variety of content types available for marketers, it’s important to pick the right types of content for your target audience for maximum benefit. Content marketing can be time-consuming so it’s important to know which types of content works best for your target audience.

While your target audience could be segmented in a number of ways depending on your product or services, such as job title or location, we want to have a look at what types of content can appeal to different age groups.

Generations

For the sake of this article we are focusing four different age group generations:

Baby Boomers (Roughly 50 to 70 years old)
Generation X (Roughly 35 – 50 years old)
Millennials, or Generation Y (18 – 34 years old)
Generation Z, or iGeneration (Teens & younger)

What content features are most valued?

Before looking at the type of content, we need to understand how age groups like to consume information and the features that appeal to them the most. These can then be translated into types of content that meet these qualities.

Baby Boomers 

  • Place importance in accuracy to detail and ease of use
  • Consume printed materials but also still actively online (and will keep rising)
  • Simplified design – want to find out information easily
  • Primarily desktop-driven or tablet driven (less mobile)

Generation X 

  • Enjoy clear and concise information
  • Mixture of mobile, tablet and desktop consumption
  • Enjoy comparisons and reviews/ testimonials

Millennials aka Generation Y 

  • Large internet users and can regularly multi-task so content needs to be attention grabbing
  • React to incentives and offers
  • Brevity is key – want information quickly
  • Mobile driven (and tablet use)
  • Articles or written content should be short and concise
  • Imagery driven

Generation Z aka iGeneration 

  • Used to changing media, apps and content
  • Very mobile driven
  • Often enjoy whatever is most popular as they will be embracing this first
  • Sharing content easily is important
  • Enjoy visual and interactive experiences

What content works best?

We’ve outlined some of the key features and preferences across different age groups; but what types of content do these translate to?

Baby Boomers

  • Guides/ books – more detailed text
  • Testimonials and Reviews
  • Video (longer lengths & more detail, if useful)

Generation X

  • Testimonials and Reviews
  • Video content (again, longer content OK if useful, otherwise keep it short)
  • Email newsletters
  • Blogs
  • Concise information – overviews, facts etc.

Millennials aka Generation Y

  • Video (short)
  • Promotional emails & discounts
  • Blogs (shorter)
  • Social media
  • Lists and facts
  • Emotional content – i.e. (real life perspectives, stories)
  • Beneficial content i.e. recipes, checklists, guides

Generation Z aka iGeneration

  • Social media
  • Videos (very short)
  • Quizzes
  • Memes
  • Imagery – photographs, graphics, (Instagram)

Align and Segment

The above information provides a guide around the most commonly preferred content for different age groups but you must make sure that the types of content also align with your business; its brand values, messages and services.

Age is a very common method of segmenting audiences but there are many others; having a clear understanding of your target audience is the first step when creating content. Each age group can vary so by segmenting data even further you can continue to improve your results.

Final Thought

With all the different types of content, there will be one thing that appeals to every audience: clear UX. Everybody has an aim when consuming content and making their journey as easy as possible will always be a good thing, so ensure fantastic UX across all content.

This article originally appeared on Chorus Digital as "What marketing content do different age groups consume?"

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
Infographic - The Best Times and Days to Post to Social Media

Infographic - The Best Times and Days to Post to Social Media

With the social media landscape changing literally every single day, it's become a full-time job for social media managers to merely stay up-to-date on emerging and shifting trends and best practices. It's tedious, time-consuming, detail-oriented, and, quite frankly, a bit of a headache. But thanks to this new infographic, some guessing can be taken out of social media management.

Will Price
Will Price 21 September 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more