Website strikes gold with 50-plus age group

Media release

April 16 2009

Website strikes gold with 50-plus age group

A partnership with radio station Solid Gold FM has seen GrownUps.co.nz, a social networking and lifestyle website for the 50-plus age group, report a 19 percent increase in unique browsers for the month of March.

GrownUps co-founder Richard Poole said since the deal with Solid Gold FM was done unique browser numbers have jumped 19 percent, from 79,000 in February to 94,000 in March.

“It’s all about smart integration. We’re both targeting the same demographic so by combining our resources we’re adding more value for our audiences.

“We’re providing a way for Solid Gold FM listeners to engage with one another. Social networking is alive and well amongst the 50-plus age group, and the forums on GrownUps connect them with like-minded people, many of whom develop lasting friendships.”

The partnership resulted in the GrownUps website becoming the online channel for MediaWorks-owned Solid Gold FM. This allows the companies to cross-sell media packages and provide advertising and promotional opportunities to advertisers across a much wider audience.

Head of Interactive at MediaWorks, Siobhan McKenna is encouraged by early results of the partnership.

“It provides a well rounded online offering to the Solid Gold audience as well as making it incredibly easy for marketers to connect with the 50+ audience online in one simple media buy.”

Mr Poole said the 50-plus age group is an attractive advertising prospect because they have high levels of disposable income and time on their hands.

50-plus facts

65% of all people 50-plus use the internet daily
Account for 45% of spend on travel and 60% of spend on new cars
Control 65% of disposable income and within 15 years will account for 80% of individual net worth and 70% of disposable income (Source: Senior Agency)

Ends

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