In response to constant cultural changes and the diversity of social identities, Kantar’s media division conducted a new and comprehensive study on the behavior of different Brazilian generations, including values, attitudes and media consumption. The conclusion, published in the report “Beyond Age: Beyond Age”, points out the need to segment campaigns by life experiences and consumer behavior, and not just by age, in order to achieve more assertive results in marketing campaigns. To reach this understanding, data from the Target Group Index was used – a syndicated study present in 45 markets that provides clients with reports on subjects of interest to them.
Eduardo Alves, Head of Go-To-Market & Field Marketing at Kantar IBOPE Media, explains:
“Marketers need to challenge some assumptions or risk missing big opportunities. Some generational labels have become shorthand for targeting millions of people, but this often leads to stereotypical and sometimes short-sighted analysis and conclusions. To see the big picture and go beyond the obvious, data can be a great ally, but you need to go beyond age-based demographic analysis to unlock its full potential.”
One of the highlights highlighted by the Beyond Age was the expressive growth in relation to the online connection of people between 65 and 75 years old. Now, the mature audience is part of the mainstream consumption and no longer represents a minority. From 2015 to 2022, on Instagram alone, this group of people grew by 4,937%. The other generations had the following results: 12 to 19 years (208%), 20 to 24 years (224%), 25 to 34 years (380%), 35 to 44 years (683%), 45 to 54 years (1,053 %) and 55 to 64 years old (1,698%).
Another social network with expressive numbers among those over 65 years old and that should be observed for marketing campaigns was YouTube, which grew 886% in the period evaluated. The other age groups also showed an increase, although in a smaller proportion: 12 to 19 years old (43%), 20 to 24 years old (51%), 25 to 34 years old (79%), 35 to 44 years old (155%), 45 to 54 years (240%) and 55 to 64 years (394%). In these contexts, within the same period, the proportion on Facebook is 7.4 additional users over the age of 65 for each additional user aged between 12 and 19. On WhatsApp, in turn, there are 8.5 masters for each young person. YouTube has a ratio of 9.1 to one, while Instagram has a ratio of 21.7 to one.
everyday attitudes
The “Arc of Life” analysis of the Beyond Age has the proposal to point out which events lived in a period of 12 months are more likely to occur with certain generations. Changing jobs, for example, is more common among the 20-24 and 25-34 age groups, while buying a property is stronger among the 35-44 and 45-54 age groups.
The relationship with income, in turn, presents similar results in all age groups. 51% of Brazilians aged 16 to 24 agree with the phrase “How I spend my time is more important than the money I earn”. The percentages are as follows for the other groups: 25 to 34 years old (58%), 35 to 44 years old (58%), 45 to 54 years old (59%) and 55 to 65 years old (55%).
They also agree when it comes to taking advantage of opportunities in life – 16 to 24 year olds (93%), 25 to 34 year olds (96%), 35 to 44 year olds (96%), 45 to 54 year olds (92%) and 55 to 65 years old (93%) – but they differ as to whether they are willing to take risks – 16 to 24 years old (43%), 25 to 34 years old (54%), 35 to 44 years old (44%), 45 to 54 years (39%) and 55 to 65 years (33%).
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