Friday, December 17, 2010
The 2010 Pew Internet study shows that online use has generational differences. The young access the internet with mobile devices and use it for entertainment and communications. The middle aged use the internet for visiting government web sites and getting financial information. The old surprisingly are becoming involved in social networking. There are commonalities. All ages use the internet for health information, shopping , travel reservations, and downloading podcasts. What does this tell the PR practitioner? Communications should vary by group as well. Thus messages for the young are better couched in entertainment and games, for the middle-aged in pocket-book terms and for the old in terms of social relationships. Of course, we have known this, but the study highlights it and is a reminder. The idea of the web page as a one-size-fits-all brochure of an organization's mission, purpose and activity is passe. It needs to be targeted by age group but it doesn't appear many organizations are doing it. It is time for practitioners to make their voices heard.