The Moment I Realized I’m Almost 50—and What That Means for Targeting Age Demographics

The Moment I Realized I’m Almost 50—and What That Means for Targeting Age Demographics

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I was at a radio advertising event the other day, sitting through the usual discussions on strategies, engagement, and reaching elusive audiences. They started talking about the over-40s demographic and how talkback radio was still a strong medium for that age group. I had one of those moments. You know, the one where you think, "Those old bastards!"—until it hit me.

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I'm nearly 50.

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I chuckled to myself, half in disbelief. Am I at the age where I’ll soon start wearing cardigans unironically, catching up on free-to-air TV, and calling radio stations to have a rant about the state of the world? That little existential crisis got me thinking about something more important: how our habits—and the way we consume content—change as we age. And more importantly, what that means for marketers chasing different age demographics.

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The Changing Media Landscape Across Age Groups

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It’s easy to look at certain media, like talkback radio, and dismiss it as something for the “older generation.” But the truth is, every generation evolves in how they consume content, and that evolution happens faster with each technological leap. To effectively target age demographics, we need to understand where people spend their time—and that means digging into some key facts about social media and streaming habits across different generations.

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Social Media: From Facebook to TikTok

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If we break it down, each age group has its own playground when it comes to social media:

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• Facebook: Despite its age, Facebook remains a stronghold for the over-40s crowd. In fact, 73% of 50-64 year-olds in the U.S. still use Facebook regularly, making it a prime platform for advertisers targeting this age bracket. While younger people might dismiss it as “the social network for parents,” Facebook continues to offer value for brands looking to reach the middle-aged demographic.
• Instagram: It’s a bit of a bridge between the generations. 67% of 30-49 year-olds are still active on Instagram, with a large number also in the 50+ group. It’s where those over 40 dabble in visual storytelling, vacation highlights, and connecting with family.
• TikTok: Now, if you’re targeting anyone under 35, TikTok is king. 60% of TikTok’s users are between the ages of 16 and 34. It’s fast, it’s viral, and it’s where younger generations spend hours watching bite-sized videos, from dance trends to niche hobbies. It’s less likely to capture the attention of the over-50s crowd—yet.

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Podcasts and Streaming: A Growing Universal Appeal

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It’s no secret that traditional radio—especially talkback radio—has been on the decline for younger generations. But what’s interesting is that while people might not be calling in to radio stations, they are still consuming long-form content—just in different ways.

• Podcasts: The rise of podcasts has been explosive across all demographics. 50% of 35-54 year-olds are now regular podcast listeners. For those of us nearing or in our 40s and 50s, podcasts have become the “new talk radio”—a space to engage with niche content on our own terms. Whether it's politics, true crime, or long-form interviews, podcasts scratch that itch for discussion and deep dives that talkback radio once did.
• Streaming Services: As for television, the days of free-to-air TV may be numbered, but that doesn’t mean people aren’t watching. They’re just watching on-demand. Services like Netflix, Hulu, and Disney+ dominate viewing habits across all age groups. However, the over-50s have begun adopting streaming more recently, with 70% of adults aged 50-64 now using at least one streaming service regularly. It’s just more convenient than trying to remember when your favorite show is on.

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Will the Next Generation of 40+ Even Remember Talkback Radio?

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This begs the question: as we evolve into our next stage of life, will the upcoming generation of 40+ even remember what talkback radio was? Probably not. The rise of podcasts, streaming platforms, and social media outlets like Facebook and Instagram means that people no longer need to tune in to traditional radio to have their voices heard.

Younger generations won’t be ranting live on air; they’ll be posting their thoughts in real-time on social media, debating issues in Facebook groups, or diving deep into Twitter threads. As we move forward, it’s not so much about the medium, but about the engagement—people still want to be heard, just in a more digital and on-demand format.

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Conclusion: The Evolution of Targeting Age Demographics

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As I sat there at that radio advertising event, coming to terms with my own proximity to 50, I realized how important it is for marketers to embrace the nuances of each age group’s evolution. The way people consume media is changing rapidly, and it’s more than just about which platform is “cool” at the moment. It’s about understanding the behavior and preferences behind each demographic.

So, no, I might not be reaching for a cardigan just yet, but I do know that my media habits are evolving, just like everyone else’s. And as marketers, we need to stay ahead of that curve—not just chasing the latest trend, but meeting each generation where they already are. Whether that’s a Facebook post, a TikTok video, or a podcast episode, the key is to stay connected to how your audience wants to engage.

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Because no matter our age, we all want to be heard—we’re just using different tools to make it happen.

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