Exploring the Empty Nest

When I think of marketing, I think about all the different demographics that can be targeted. The demographics that immediately come to mind include children, teenagers, young adults, and middle aged couples with children. However, one demographic that does not quickly come to mind is the female empty nester.

When I think of that demographic, at first I think that it would be a pretty small one. I also think that a female empty nester might not be very smart to target through marketing, because I do not see empty nester women as a demographic that is very tech savvy or that is going to be buying a lot of new things.

However, my opinion of that demographic was swayed when I read an article by Ayaz Nanji. The article is entitled, “Empty-Nester Women: Independent, Tech-Savvy, and Skeptical.” The article focused on a survey of 600 American women over the age of 45 who do not have children living at home under the age of 18. The survey revealed that about 70% of empty nesters disagree with society’s perception that they tend to be behind the times or out of the loop when it comes to new trends and technology in modern culture.

What really surprised me about the survey was that it revealed that empty nester women actually use new technology and social media quite frequently; more frequently than I would have imagined.

For example, the survey found that nine in ten empty nester women consider themselves texters, and almost three quarters of the empty nester women use their smartphones to visit social media sites. That tells me that just because a woman may be an empty nester, it does not mean that she should not be viewed as part of a target audience for something like smartphone sales.

But how can companies most effectively reach these women through advertising? The survey reveals that traditional advertising through television commercials might not be the best option. That is because nearly 70% of the women surveyed said that they are skeptical of traditional advertising. However, nearly 90% of the women surveyed said that they have a Facebook, and nearly one in three of those women post to Facebook more than once a day.

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When I read those statistics, I see a seemingly obvious way to reach empty nesters; social media. This article showed me that the empty nesters are out there and they are eager to try the newest things, they are just not being targeted properly. I think that less traditional methods of advertising, such as through social media, would be a very effective way to target this demographic.

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So what do you think? Is this a demographic worth targeting? If so, what do you think would be the best way to target it?

References
Nanji, A. (2014, September 4). Empty-Nester Women: Independent, Tech-Savvy, and Skeptical. Retrieved September 4, 2014, from http://www.marketingprofs.com/charts/2014/25931/empty-nester-women

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3 thoughts on “Exploring the Empty Nest

  1. You have to know your target audience before doing marketing. It is how communication combined with marketing. When we are doing research about demographics, we are also doing communication behavior research( quantitative ones in your articles:) )

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  2. This article was very very interesting. I never suspected that middle aged woman was a factor in the workplace… I wonder why more businesses don’t target this excellent age group? I would definitely target this group! They may have financial stability and are still young enough to continue being a longterm customer!

    Liked by 1 person

  3. The fascinating impact marketing research can have on how we advertise! I found this article quite interesting and shed some light on marketing strategies on twitter and pinterest that are catered to older women. It seems as though although their children left the nest, they are still tweeting away (quite literally). What strategies will companies develop to cater to this group of consumers?

    Like

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