No doubt - not all businesses have resources to devote to building a "reservoir of trust" on social media but still at the same time they even can't ignore to think about digital strategy for digital growth of their business. The one's who ignore this have misconception in their mind is that their target market is not youth and they believe their potential customers aren't tech savvy, and if there's no body online - then why to invest in digital?
Really? I believe they will be right, if assumption will be fact. But instead - this assumption is even older than their customer base.
I think they have to go back to the basics and have to analyze today's trend before making any decision. According to Neilson survey - it was found that 33% of internet users are of 60+ age out of which 71% consumes internet daily. Adoption of technology among youth is even remarkable - consuming 1GB data every week on an average.
Similarly, the Pew Research Center reported in 2014 that more than half of adults 65 and older are Internet users. Among those 65-plus with an annual household income of $75,000 or more, 90 percent go online and 82 percent have broadband at home.
A recent Forrester Research benchmark tech study 40 percent of technology is consumed by people of age 65+ which represent 25 percent of total population.
Do it still mean there's no sense to go Digital? NOT AT ALL. No Matter what age section we are talking about - It was simply miss-conceptualized by outdated assumptions about and their affinity, or lack thereof, for technology. Embrace digital as part of your marketing strategy no matter the targeted generation.
Every day you wait, you are missing opportunities. The question to consider isn't how many potential customers are online, but rather how few of them aren't.