Don’t Underestimate Your Audience

Don’t Underestimate Your Audience
Posted: 19 Sep 2011 10:28 PM PDT

We underestimate our audience all the time. That’s even more true when it comes to technology. As I type this blog, the lady sitting next to me is reading a book on her second-generation Kindle. She’s well into her 70’s.

One of the perpetuating myths I run across often is that people do not know how to use technology. Usually it goes in the form of “our people are not very good with technology. They are ten years behind.”

What we have forgotten is that technology is now ubiquitous. It’s not an end or a statement anymore—perhaps it is for the cutting-edge technophile who’s looking for the latest gismo with an on and off button. But today, communication and technology are synonymous. Technology is  no longer a luxury or even a choice. Even the older generations are now becoming digital users. If they want to be a part of their children and grand children’s lives, then they must learn and adapt to a new mode of communication.

Baby Boomers and seniors are flocking to social media.  A  study from Pew Internet found that between April 2009 and May 2010, social networking site usage grew 88% among Internet users aged 55-64, and the 65 and older group’s social networking presence grew 100% in the same time frame.

More recent trends show older people are among the fastest-growing demographics online. Social network use among Internet users 50 years old and older has nearly doubled to 42% over the past year. In fact, in the U.S. alone there are nearly 16 million people 55 and older using Facebook.

So before you dismiss  or grossly underestimate your audience and decide that you don’t need to invest in a strong web or mobile presence for your ministry or business, think again.

Your people are online.

Even your old people are online.

How aggressive is your digital strategy? Are you leading or being left behind?

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