As we continue to dissect Tech Poll V and mine its rich data, one continual thread has emerged – Boomers are catching up. When it comes to new media and gadgets, Classic Rockers are displaying greater comfort with technology. While they're not moving at light speed like their kids, they are becoming increasingly immersed in texting, social networking, iPods, streaming video, and other technologies that are enhancing their lives and communications.
Our information dovetails nicely with a recent advisory by Tom Derzypolski, a VP of client communications for Kidd RV Resort Consulting, an RV resort company that has the task of communicating with the increasingly mobile Boomer generation. As Derzypolski notes that when it comes to RV travel, more than 90% have their computers with them with Internet access "all the time." And more than six in ten plan their trips via the Internet.
We're seeing these same things, and it has implications for Classic Rock and similarly targeted radio stations, trying to keep pace with a generation that is rapidly figuring it out. Consider that in our poll, six of every ten Classic Rockers at least occasionally stream video, half own an iPod or similar device, and nearly four in ten visit and/or have profiles on social networking sites. If you design contests for one of these stations, you should know that half engage in text messaging at least weekly, opening up another possible giveaway methodology. About a quarter have downloaded a podcast, while a third listen to streaming radio weekly or more.
That's quite a profile for a generation that essentially didn't turn on a computer until they were in their thirties, and grew up with rotary dial phones. It also begs the question of how stations should update promotional, contest, and marketing language. And how heritage morning shows and other personalities might better integrate new technologies and digital tools into their repertoires.
The Boomers are catching up, using the information and technology to better entertain and inform themselves. There are lessons here for marketers, programmers, and talent.
Whether your station participated in Tech Poll V or not, this is data that can help shape programming, digital, sales, and marketing strategies. Get out of the station, and do a little research of your own among an audience that is rapidly catching up with technology.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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