We all know that content is king. Content marketing is the bread and butter of online marketers, whether they do is through text, images or videos. Content rules the internet and everybody knows that. A recent study by buzzstream looked at content and how the three largest age groups consume it. Let’s take a look at some of their findings.
Content Creation and Audience Demographics – The Basics
The three biggest consumer groups of online content were broken down as follows:
- Baby Boomers – born 1946 to 1964
- Gen Xers – born 1965 – 1980
- Millenials – born 1981 to 1997
The survey asked them to look at content length, form, and platform for delivery of content. The answers may surprise you. And they can help you know how to reach YOUR audience best.
Content Creation and Audience Demographics – Baby Boomers
Baby Boomers are slowly losing their hold on the “largest generation” title they’ve held for decades. It’s believed that by the end of this year, Millenials will take over as the largest segment of the population. However, they still hold a great deal of the buying power, so don’t count them out just yet. Here’s how they scored on the survey and ways in which they can affect your content creation and delivery.
- Baby Boomers consume the most content weekly, at 15 to 20 hours
- Baby Boomers prefer to consume their content between 9am and noon
- Boomers use laptops, desk tops and tablets more than their younger counterparts. This could be interpreted as less mobile-friendly content needed.
- The top 5 preferred types of content for Boomers were:
1.) Blog articles
- Their least favorite types of content are memes, webinars, slideshares and white appers.
- Baby Boomers consider 300 words as ideal length for textual content
- Facebook is the most popular social media platform, used by a majority of Baby Boomers.
- When it comes to visual content, Boomers prefer videos.
What all this means for you is that if your firm’s clients are mostly of the Boomer generation, you’ll need to consider the facts above when it comes to your content creation. They like blog articles. They hang out on Facebook. They aren’t as quick to need mobile apps and other mobile considerations. They don’t like webinars and white papers. And they would prefer to receive updates, blog posts and the like earlier in the day. When you’re engaged in content creation for Baby Boomers, keep all of this in mind.
Content Creation and Audience Demographics -Generation X
Generation X has their own considerations when it comes to content. However, they have quite a few surprising similarities with their parents and older siblings in the Baby Boomer crowd.
- Gen Xers consume the least amount of content of the three segments.
- Gen Xers prefer to consume their content later at night – between 8pm and midnight.
- They comprise 1/3 of all mobile tech users. However, they also report using laptops the most and tablets the least, to engage in online activities.
- Baby Boomers and Gen Xers share the same top 4 preferred types of content. The only difference comes in the 5th place spot – Gen Xers like case studies over reviews.
- Gen Xers don’t have problems with memes, as Baby Boomers do, but they REALLY don’t like webinars, quizzes, slide shares and white papers.
- Gen Xers also consider 300 words as an ideal length for content. However, a larger percentage of Gen Xers than either Boomers or Millenials say they like content over 500 words
- Gen X uses Twitter 70% more than Baby Boomers, but Facebook is still the leading social media platform with this age group.
- Images and videos are their favorite forms of visual content.
So, when it comes to Gen X, here’s how you can apply this information to your firm’s clients. They hangout on Twitter AND Facebook. They are both mobile and desk bound when it comes to technology and associated needs. They like blog articles, and don’t mind reading longer ones. They REALLY don’t like webinars, or white papers, or slide shares. Quizzes aren’t much of a favorite, either. Gen Xers will watch videos, but other images such as photos are considered alright, as well.
Content Creation and Audience Demographics and You
We’ll pick up with the Millenials, as well as how all of this can affect the content you create and curate for your firm’s social media marketing efforts, on Thursday. Otherwise, this post could grow to 1000 words or more, and no one on the survey really likes posts of that length. However, in the meantime, study these facts. Brainstorm ways to use them in your content creation. Maybe rethink your law firm’s avoidance of Facebook or Twitter. Find your people. Follow their lead. Give them the kind of content, in the way they like, in the places they like. To do anything else would be senseless. And if you need help maneuvering any of this, let us know. We’ll be happy to help you out.