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Digital Ads Struggle To Target Older Consumers In Western Europe

ForecastView Document

November 25, 2015


Why Read This Brief

In 2020, 47% of Western European advertising spend will come from digital advertising, up from 27% in 2014. Digital advertising spend will grow three times faster than overall advertising spend over the next five years to reach €56.7 billion in 2020. This report examines the ages of online and social media users in Western Europe and compares them to the general population. Our analysis shows that older age groups are less likely to consume digital ads. This report gives marketers guidance on how to overcome some specific challenges when marketing to older consumers and how to use digital media to target an older audience.

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