Last week Smart Company looked at Domino’s successful iPhone application which over 12 weeks has generated more than two million dollars in sales.
Asked about the app, Domino’s chief executive Don Meij said “the company saw it mainly as a marketing tool that would help it to target its demographic of younger consumers”. That comment illustrates how widespread the myth that mobile Internet and social networking are just toys for young people.
Website monitoring company Pingdom, recently looked at the demographics of social network users and found the biggest group were aged 35-44 with those over 35s making up 57% of users.
Similarly, a report last year by the Nielsen research company found over half of US iPhone users were older than 35.
From personal experience I’d suggest one of the biggest demographics for the Dominos iPhone app are time stressed parents either stuck in the office or realising they haven’t organised any food apart from red lollies for a 12 year old’s birthday party an hour before the event.
Along with the youthful user myth there are two other dangerous misconceptions about Internet usage — that older people are “rusted on” to the old way of doing things and that the young will drift across to the more traditional forms of retail, media and marketing as they age.
The reality is the drift isn’t happening; Marc Fron, the New York Times Digital Chief Technology Office, observed at last week’s Media 2010 conference in Sydney how readers under 30 have almost completely abandoned newspapers and show no signs of changing their habits.
Which leads to the other myth, that older users will continue to stick with the tried and trusted ways. The reality the older age groups are drifting towards online tools as they find the net is cheaper and easier to use.
In short, it’s a dangerous business making assumptions about who your customers are, particularly if those assumptions are based on tired and untrue stereotypes.
So get to know your customers, you might be surprised at what you find.