Key takeaways:

• 96% of consumers aged 55+ say quality and value are highly important.
• Mission-driven branding and peer recommendations are of the least importance.

Objective: Older consumers are an important target market for any brand, and they’re increasingly reachable online with a growing uptake of social media. But how should brand strategy adapt for an older audience, and do traditional online values of younger generations — peer recommendations and mission-driven branding — hit home with an older audience?

Question: How important are the following factors when making a purchase?

• The brand has a history of proven quality.
• The brand represents value for money.
• The brand is making the world a better place.
• The brand integrates the latest technology.
• The brand understands my lifestyle.
• The brand comes recommended by my peers.

Audience: A panel of American consumers aged 55+.

Overall Results

How important are the following factors when making a purchase?

Age Breakdown

Consumers aged 55 – 64

How important are the following factors when making a purchase?

Consumers aged 65+

How important are the following factors when making a purchase?

Gender Breakdown

• Women are almost twice as likely to consider brand mission a very important factor when making a purchase.
• Value is more important than quality to older female consumers.

Men

How important are the following factors when making a purchase?

Women

How important are the following factors when making a purchase?

Conclusion

As older consumers are increasingly targeted by brands online and across social media, mission-driven branding and influencer marketing may become less significant. Brands need to emphasize quality and value above all else for this audience.

If you’re interested in digging deeper into our findings, or asking your own questions on consumer and branding topics, reach out to Atom’s Communications Lead Lotte Reford to learn more.

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About The Author

Grant Polachek

Grant Polachek is Chief Growth Officer at Atom.com. With 15 years experience in marketing, he has run market research projects for brands like Dell, Hilton, and Alibaba. Grant has expertise in a range of topics including domain names, naming and digital marketing.

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