Aussie Sexagenarian Website Pulls Big Audience Numbers
A media site that has sprung out of the conversation of 60 year olds – www.startsatsixty.com.au- has celebrated 1.5 million PVs and 470,000 UVs in just two years with no media backing.
For many years it’s been a market many in media and marketing don’t need to focus on, but it seems all that is changing. With 34 per cent of consumption growth expected to come from the Baby Boomers in the next 15 years while just 12 per cent will likely come from 50 and under, it is no wonder brands are catching on.
Starts at 60 have announced its two year target of 1.5 million pageviews per month and reaching 10 per cent of the Australian over 60 population online. The media site which began from humble beginnings and has grown without media backing is now exceeding 1.55 million PVs and have an interaction level of over 600,000 interactions on social each week.
“The over 60s are fairly and squarely online and well deserved of a content and conversation stream that is personalised to them, and active in social media” says the founder of Starts at 60, Rebecca Wilson, who has big plans for the site.
“More than 75 per cent of our reader base is consuming media from the comfort of their mobile device which frankly, I don’t think many people expect to hear when they think of this generation.”
“At first it surprised us when an article lifted up and permeated via social media with a hundred thousand or more views in a few days,” said Wilson. Now, it is part of what happens weekly for the team which publish daily from their office in Brisbane and an audience that is nationwide.
“We all know we are in a time when the media landscape in Australia is changing rapidly, and the needs of some markets are being saturated while others are being ignored.”
And Starts at 60 are certainly approaching the market differently to others that have been in this market for decades. Highly social media led, the group are creating dynamic conversations online daily with the voices of over 60s speaking freely in their site in articles and conversations. It is never surprising to see 500-1000 comments on an article and an handsome level of debate.
Wilson quotes some rather extraordinary statistics when asked about the size of the market that sits behind the over 60s she serves. None of the information seems to be discussed prolifically enough though.
According to Neilsen, she says, baby boomers control over 80 per cent of personal financial assets and more than half of all consumer spending in the western world. They buy 77 per cent of all prescription drugs, 61 per cent of over-the-counter drugs and 80 per cent of all leisure travel.
There is 4.7 million over 60s in Australia today, and this number is growing faster than most other demographic groups.
Please login with linkedin to comment
Macquarie Radio GroupLatest News
TABtouch And Clemenger BDDO Sydney Campaign To Ensure The Real Best On Ground At The AFL Grand Final Doesn’t Get Robbed. Again.
Back in 2008, the Norm Smith Medal for best on ground at the AFL Grand Final was awarded to Luke Hodge. His teammate, Xavier Ellis claims that as the true best on ground that day, he was robbed. He’s spent the years since living with the loss. It’s been a running joke in footy circles […]
Capgemini Identifies Six Focus Areas For CMOs Looking To Develop Data-Driven Teams
The rapid growth in ecommerce during the pandemic has heightened the need for real-time insights to accommodate fast-changing customer behaviour. Accordingly, CMOs’ responsibilities are shifting, and around three quarters are now responsible for contributing to business growth (76 per cent) and data and technology (74 per cent). This is according to the latest Capgemini Research […]
Australian Streaming Customers Getting The Best Bang For Their Buck: Study
Australia getting value for money when it comes to video streaming. The same can't be said for a pack of Marlboro reds.
HCL Technologies And Cricket Australia Announce Winners From TechJam’21;
Cricket going for an image refresh, because there's nothing more high-tech than a sport where players spit on the ball.
TikTok Offically Reaches One Billion Users
TikTok says that it has officially reached more than one billion global users. In a blog post on its Australian newsroom, the video app said, “our global community is remarkable in its ability to reach millions of people, across generations. From music, food, beauty and fashion to art, causes, and everything in between, culture truly […]
Ovira Makes Powerful Statement With “You Will Not Silence Our Pain” Mobile Billboard
Here's a simple idea with a powerful message and proof it doesn't require big bucks to make real change.
Explained: The ACCC’s Latest Plan To Control Google & Its Ad Tech Dominance
Confused by the ACCC's Google announcement this morning? This is like a personal cheatsheet penned to your inner thigh.
Rapper Ludacris Creates Netflix Kids’ TV Show ‘Karma’s World’
Ludacris giving rappers a bad name everywhere after launching new, inspirational kids' cartoon via Netflix.
Omnicom’s Resolution Digital Makes Two New Hires, Expanding Digital Transformation Team
Resolution Digital announces two new hires. Expanding its transformation offering & understanding of The Matrix films.
Twitch Partners With GroupM For APAC First
Twitch's union with GroupM arguably gives an insight into the future of media sans anyone wearing a silver jumpsuit.
Pinterest Announces Second Annual Creators Festival For October 20th
Mark October 20 in the diaries as Pinterest Creators Festival day. It just so happens to be World Osteoporosis Day too.
Michael Leunig Condemned For Cartoon Comparing Vaccine Mandates To Tiananmen Square Massacre
It appears cartoonist Michael Leunig now entering his second decade of being woefully unfunny.
Volkswagen Australia Adds DAB+ Radio To 2022 Models
Nothing screams ad creative, inner-west single male or "I can't afford an Audi" quite like owning a souped-up VW Golf.
Coffee Chain Roasted For Bizarre “Flick The Bean” Promotion, Which Also Happens To Be A Euphemism For Masturbation
Brilliant copywriting has the power to move, create, inspire! Or, there's this disaster that lands you the lead in B&T.
Six Screen Creatives Announced For 2021 Emerging Writers’ Incubator Initiative
Six screenwriting creatives from across Australia have been selected as the inaugural participants in the Emerging Writers’ Incubator. The Incubator is an initiative from SBS in partnership with Screen Australia, state and territory agencies Film Victoria, Screen Canberra, Screen NSW, Screen Queensland, Screenwest and the South Australian Film Corporation, and with the assistance of the […]
Omnicom Media Group The First Australian Business To Complete Amazon Advertising’s OMEGA Training
Omnicom staff now fully trained in Amazon's OMEGA training. Well, excusing the dummies that didn't pass, that is.
This Way Up: Australia’s Advertising Festival Of Creativity Rescheduled To 2022
Sadly, the Advertising Festival Of Creativity has had to be postponed until next year. Will still say 2021 on the pens.
Monday TV Wrap: The Block Builds Nine A Nightly Win (And A Lovely New Kitchen Extension)
Last night's kitchen reno on The Block belied the sad truth that is the three months of hell of an actual kitchen reno.
Loyalty Republic Launches Card Agnostic Rewards Program
Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]
Amobee Announces Partnership With Samsung Ads
Amobee unveils partnership with Samsung Ads. Sadly, plans for a celebratory deluxe mousse cake shelved due to lockdown.
How To Use Social Media Insights To Understand What’s Impacting Your Brand’s Health
Is your brand suffering from eczema, wind or irritable bowel? Discover the truth with this social media health check.
Radio Station Uses Sperm, Conception & Rockers KISS For Oddball “Born To Rock” Campaign
As we're all still working remotely, why not take the opportunity to headbang with gay abandon to this rockin' advert.
triple j’s Giving Away One Of Dr Karl’s Iconic Colourful Shirts
Do you regularly throw up all over yourself? Disguise the fact by owning one of Dr Karl Kruszelnicki's colourful shirts.
Facebook Hits Pause On Instagram Kids
Facebook hits pause on Instagram Kids project. Zuckerberg still working on his giant laser & flying monkeys, however.
“Stupid Prick!” Kyle Sandilands Claims He Wouldn’t Attend Anti-Vax Producer’s Funeral If He Caught COVID
Having recently found ourselves agreeing with Waleed Aly, B&T finds ourselves strangely agreeing with Kyle Sandilands.
Carat & UNICEF Australia Unveil Initiative To Deliver Two Billion Vax Shots To Developing Nations
Carat unveils plans to vax developing nations. Which, you'd agree, goes above and beyond the call of a media agency.
Billie Eilish Teams Up With Nike To Release Vegan Air Jordans
Billie Eilish & Nike team for new vegan Air Jordans range that sadly doesn't come with tag "get less meat on your feet".
IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies
As if the tote bag, sun visor & leather embossed notepad weren't enough, IMAA members can now enjoy these benefits too.
New Word Order Creates “Anything Is Possible” Campaign For Coomera Anglican College
Coomera Anglican College has risen to become a leader among Gold Coast schools, however, its brand identity was at odds with its history, leadership and bold plans for the future.
Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
Aussie designers are giving iconic logos a pro-vax revamp. Sadly, not enough to stop the rioting in Melbourne, however.
