Older audiences have long been a gold mine for traditional media companies. Yet, Madison Avenue has arguably focused — perhaps too much — on the large number of millennials and their influence when seeking to build brand strength and fuel sales.
Radio is finally understanding that it can benefit from targeting one affluent consumer group that knows radio better than any other: the 50+ crowd. But, what about this demographic’s use of smartphones?
They’ve gotten smarter, new data from Pew Research Center show.