The only time I get a creative brief that DOESN’T say 18-35 is when it’s for a very high end product, and most likely, media will be traditional. Meaning print and television. And not just television– late night news.

I’ve always found it strange, this assumption that only teens and people up to 35 years old use the internet. Or that the only thinga you can sell fifty-year olds are Viagra and Sustagen Prime.

Here are the facts, according to Nancy Shonka Padberg of MediaPost’s Engage: Boomers :

According to US statistics, people falling into the age range of 44 to 64 years old spend two hours more on the internet than teenagers.

It is a fact that 77% of all wealth in the US (and presumably, the Philippines) is held by this age group. Here are a few more facts from technology, travel and entertainment industries, according to MediaPost’s Engage: Boomers blog:

* these are the people who grew up as adopting early technology: stereos, VCRs, microwaves, cordless phones, large cellphones, videos and DVDs.
* they travel more — they have the time and resources to do so.
* this is the generation that grew up knowing good entertainment: movies, concerts, live music and hey, sports events and board games. Today, they spend more time online than any other generation, and spend more on concert and movie tickets. They also bought more Wiis than Gen X and Gen Y combined. (ouch.)

It does seem strange to assume that the early adopters of previous years would be changing their early adopting ways, and not be interested in iPods, iPhones, iPads, Kindles, Nooks, GPS, Android, and websites that fuel what have been lifelong passions and interests, yes?

So why does a quick scan of today’s advertising and media landscape say otherwise?

Here are a few more facts–Baby Boomers within the age range of 46-64 also purchase:
*74% of prescriptions drugs
*57% of over-the-counter medication
*74% of prescription drugs
*42% of online travel
*80% of luxury travel (those over 50)
*$157 billion worth of leisure travel annually
*3 out of 5 new car buyers are over 50
*8 out of 10 of US boomers own their homes
*1 out of 4 US boomers have a vacation home

What does this mean for us? Discuss.