Sunday, May 9, 2021

Apple’s Biggest Fans Are Older Consumers

Computerworld: Apple has long been known as a brand for the young, the hip, and the tech-savvy–but not anymore. According to the YouGov Brandindex, Apple’s biggest supporters are now age 35 and older.

That shift in customer demographics may help explain Apple’s recent advertising strategy. During the Olympics, the company ran a highly-criticized series of “Genius” ads that showed Apple Store employees (called “Geniuses”) helping consumers. “I honestly can’t remember a single Apple campaign that’s been received so poorly,” said advertising expert Ken Segall. But YouGov noted, Now that adults 35+ have a higher perception of Apple, it may make sense that the ‘Genius’ ads were airing during the Olympics, where the prime time audience is easily over 35 years old. It appears that the 35+ demographic, which includes [Baby] Boomers 50 and over, may need more product hand-holding than the younger group — hence the Genius [ads].”

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