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Targeting Seniors for TiVo: Market Research and Advertising Strategy

Assessing TiVo's appeal to seniors aged 55+ for tailored marketing. Survey shows interest in user-friendly features and on-demand TV. Source: 2002 MARS OTC/DTC Pharmaceutical Study.

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Targeting Seniors for TiVo: Market Research and Advertising Strategy

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  1. PRODUCTRESEARCH Jordan Sheckman

  2. THEPRODUCT

  3. CURRENT TARGET AUDIENCE • Median age: 35 • 80% of users 25-54 • Avg. 10-20 hrs. TV and movies a week

  4. CONTACTING THE COMPANY • Not actively targeting seniors • KidZone • TiVo on Mobile Phones • TiVoToGo

  5. CURRENT ADVERTISING

  6. NEW TARGET AUDIENCE • Age 55+ • Retired (though not exclude working) • Males and Females • Avg. 10-20 hrs. TV per week

  7. SURVEY OVERVIEW • 25 seniors (11 male, 14 female) • Publix on 34th and Williston • April 4th & 6th

  8. SURVEY OVERVIEW • 14 questions • Multiple choice, ranking, open-ended • Key questions…

  9. SURVEY OVERVIEW • Age/Gender (avg. age = 59) How comfortable are you operating your DVD player? û How comfortable are you operating your personal computer? û

  10. SURVEY OVERVIEW • Own TiVo? (0/25) Used TiVo? (13/25) How easy was the TiVo to use? û How important is it to you to be able to watch television programs you enjoy whenever you want? û

  11. CONCLUSIONS 22,097 U.S. adults Each of 50 states Source: 2002 MARS OTC/DTC Pharmaceutical Study

  12. CONCLUSIONS • Somewhat familiar with computers, but not enough for high-end features • Interested in basic TiVo features • Appeal to simplicity & not having to worry to remember show times

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