#Japan #Tokyo #SNS Marketing #Elder Women #elda Project

Introduction to 'elda'

Island Inc., based in Shibuya, Tokyo, has initiated a new social media marketing project called 'elda'. This project targets the elder generation, specifically women between the ages of 50 and 60, who are often overlooked in social media marketing strategies. Recent studies indicate that 75% of these women actively share content on social media, with a significant 81% having purchased products due to social media influence. This demonstrates their considerable potential to impact marketing strategies profoundly.

Characteristics of the Elder Generation Women

In this digital age, women in their 50s and 60s are actively utilizing social media platforms to express themselves. They are not merely passive recipients of information but are becoming influential communicators who share their experiences and insights. The aim of the 'elda' project is to shift the common perception that social media engagement is limited to younger audiences, showcasing how elder women can play a pivotal role in discussions surrounding lifestyle choices, health, and consumer goods.

Key Findings from Recent Research

The 'elda' project kicked off with a comprehensive survey targeting our existing user base among elder women to understand their social media usage and lifestyle preferences better. Here are some of the notable findings from this research:

Information Gathering Preferences

• - Websites (84%) and Instagram (68%) are the most utilized platforms for gathering information.
• - These women prioritize a balance between credibility and relatability when sourcing their information, often referencing advice from family, friends, and trusted media.

Interests and Hobbies

Their interests are diversified and show a strong inclination towards areas that enrich their daily lives:

• - Cooking (76%)
• - Healthcare (53%)
• - Dining out (49%)
• - Gourmet delivery (47%)
• - Travel (46%)

Social Media Engagement

• - A remarkable 75% of elder women actively post on social media, with 91% preferring Instagram as the platform of choice.
• - Their content predominantly showcases daily activities, hobbies, and interests, indicating a robust sense of community and interaction.

Purchases Influenced by Social Media

• - A staggering 80% reported that they have bought products after seeing them on social media, illuminating the strong connection between their online interactions and purchasing behavior.

Popular Purchase Categories

The data also reflects clear preferences in product categories:

• - Food and Condiments (88%)
• - Cooking Appliances (48%)
• - Cosmetics (47%)

These findings underline the practical nature of their interests, as they focus on items that enhance their everyday lifestyles.

The Importance of 'elda'

The term 'elda' combines the concept of elder with three fundamental elements: Active, Agile, and Advance. It embodies a vision where elder women actively engage in their lives, adapting flexibly to changes and continuously evolving. This initiative aims to resonate with their lifestyles, showcasing their voices and experiences, and connecting them through social media.

Future Directions for 'elda'

The 'elda' project is set to evolve through continuous research and analysis supporting business marketing strategies. With planned promotional activities such as gifting initiatives and collaborations with influencers from the elder demographic, it provides a multifaceted approach to reaching this vital market segment.

Island Inc. has years of experience promoting food and beverage companies through influencer marketing and social media strategies. Combining our expertise with this new venture, we aim to reach and resonate with the elder women market effectively.

Conclusion

The 'elda' project signifies a transformative approach to marketing strategies focused on elder women, a demographic with substantial influence and purchasing power. By recognizing and utilizing their unique perspectives, companies can enhance their connection with this significant consumer group.

For further details or inquiries, please visit our website: Island Inc.