There's an app for that - but usage by older adults is stalled. Boomers and beyond have the spending power, but they aren't snapping up tablets and smartphones. Pew's latest smartphone numbers tell the story - smartphone usage has not grown beyond 11% among the 65+. And tablet ownership, despite many cute stories, has only grown to 13%. Yet you and I both know that that these phones and tablets provide significant utility, from easy access to discounts and savings to calculating insulin levels to preserving information. That is, the utility exists for those that have the phones.
So many age 50+ customers -yet marketers obsess about youth. So I wonder, being exactly in the age demographic of the prospective buyer of BMWs, what's up with their marketers? BMW seems on a quest to reach the young through social media. But the actual buyer my age isn't shopping for cars that way - and today's young people don't have the money for that car! Here's the reality: baby boomers own half of the nation's wealth. That's $2.3 trillion. As for the 65+, according to Pew Research, the median net worth of households headed by someone 65 or older was $170,494. If I were BMW, I'd sit up and find the right audience.
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