Silver Consumer : Comparative Analysis of Traditional and Digital Advertising Reception Among the Elderly

Details

Supervisors

Louise-Amélie Cougnon

Faculty

Faculté de philosophie, arts et lettres

Degree label

Master [120] en communication multilingue, à finalité spécialisée: langues des affaires

Abstract

This comparative study examines the perception of traditional and digital advertising among employed individuals aged 50 and above and retirees. A study was conducted through a digitally distributed questionnaire among 150 individuals to assess differences in advertising perception between traditional and digital media among this population. The results reveal that older adults perceive traditional and digital advertising similarly. They also indicated that older adults more frequently utilise traditional media despite their increased presence on social networks. The discussion highlights the implications of these findings for marketers seeking to engage with the "silver consumers" market segment. This study contributes to understanding the behaviour of elderly individuals as consumers. It provides insights into creating new advertisements effectively and respectfully, as well as creating a stronger bond with “silver consumers”.