Approximately 70% of Seniors Take Over a Month to Consider Products - Raku-Raku Community Discusses the Reality of Digital Marketing for Seniors and Methods to Connect 'Awareness to Conversion'
Omelette Inc. has released unique data and insights on digital marketing for seniors, based on their SNS 'Raku-Raku Community.' They highlight the importance of addressing seniors' long consideration periods and utilizing O2O strategies to connect awareness to conversion. A free online seminar will be held on May 15, 2026.
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- 📰 Published: April 24, 2026 at 22:00
- 🔍 Collected: April 24, 2026 at 13:31
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Omelette Inc. (Minato-ku, Tokyo; Representative Director Yoshihiko Hanou) has released unique data and insights on advertising and marketing methods within 'Raku-Raku Community,' one of Japan's largest SNS for seniors (3.3 million members), for which the company manages advertising sales. They have organized the reality of digital marketing for seniors from three perspectives, cultivated at the forefront of the field: 'length of consideration period,' 'utilization of saving behavior,' and 'closing through O2O.' Additionally, a free online seminar will be held on Friday, May 15, 2026, to apply this knowledge in practice.
### The biggest challenge in senior marketing: The 'blank period of consideration'
In general web marketing, it is common to measure the period from ad exposure to conversion within approximately 30 days. However, according to operational data from Raku-Raku Community, approximately 70% of seniors take over one month to consider products and services, and in the case of high-value products or those related to lifestyle, it is not uncommon for this period to extend to half a year.
Seniors, who have a strong desire to 'avoid failure,' do not make decisions based on a single ad exposure but repeatedly read information and take action. The loss of advertising effectiveness during this 'blank period of consideration' is the biggest opportunity loss in senior marketing.
### Digitizing the habit of newspaper clippings: Strategic use of the 'save function'
An effective solution to this challenge is a 'save-type' communication design. Raku-Raku Community offers a save function that allows users to stock interesting ad information in their personal page with a single tap. This digitally replicates seniors' habit of saving newspaper clippings.
Content saved is highly likely to be revisited several weeks later, and inquiries for materials or contracts have actually occurred more than a month after saving. Companies can thus have an information touchpoint that accompanies seniors throughout their long consideration period, rather than relying on ads that 'flow away and disappear.'
### 8-15% conversion rate with O2O measures: Closing without ending digitally
A particular strength of Raku-Raku Community is its O2O (Online to Offline) flow design, which combines digital and phone communication. For seniors who feel resistance to filling out forms or entering credit card information on smartphones, a pathway is provided with 'details by phone,' where operators respond carefully. In cases where this measure was introduced, appointment conversion rates of 8% to 15% have been observed.
Furthermore, by utilizing text mining of 3.3 million user posts, it is possible to create creatives and LP designs based on the 'real voices' of seniors, which are not visible through mere demographic information. In a promotion case for adult diapers, analysis revealed that 'families engaged in elder care, not the individuals themselves, were collecting information,' leading to a review of the appeal axis.
### About the detailed explanatory article
Further details of these insights are explained in an interview article published on 'mediapicks,' a specialized media for marketing professionals. We encourage marketing professionals engaged in digital marketing for seniors to read it.
Article URL: https://media-radar.jp/mediapicks/interview/media-community
### Announcement of Free Online Seminar
To help apply the above insights more deeply in practice, a free online seminar will be held as follows:
'Has it not resonated?' Learn senior marketing practices with new data and success stories from Raku-Raku Community
~Cautious yet active. Six numbers that change the approach to seniors~
Date and Time: Friday, May 15, 2026, 13:00-14:00
Format: Online (Free)
Organizer: Omelette Inc.
Participant Bonus: White paper present
In this seminar, based on six data points obtained from a survey of Raku-Raku Community members, we will introduce facts that overturn the conventional wisdom that 'seniors don't act.' We will convey the real picture based on field data, such as that approximately 90% of purchases are 'decided by themselves' as autonomous consumers, and that the daily usage rate of brain training apps is 4.4 times higher than for those under 50.
Additionally, we will systematically explain concrete success stories in the health food, finance, and tourism industries, and how to choose and combine four approach methods: article tie-ups, sampling, targeted notifications, and surveys. This 60-minute session will provide clear 'next steps' for senior marketing professionals.
### The biggest challenge in senior marketing: The 'blank period of consideration'
In general web marketing, it is common to measure the period from ad exposure to conversion within approximately 30 days. However, according to operational data from Raku-Raku Community, approximately 70% of seniors take over one month to consider products and services, and in the case of high-value products or those related to lifestyle, it is not uncommon for this period to extend to half a year.
Seniors, who have a strong desire to 'avoid failure,' do not make decisions based on a single ad exposure but repeatedly read information and take action. The loss of advertising effectiveness during this 'blank period of consideration' is the biggest opportunity loss in senior marketing.
### Digitizing the habit of newspaper clippings: Strategic use of the 'save function'
An effective solution to this challenge is a 'save-type' communication design. Raku-Raku Community offers a save function that allows users to stock interesting ad information in their personal page with a single tap. This digitally replicates seniors' habit of saving newspaper clippings.
Content saved is highly likely to be revisited several weeks later, and inquiries for materials or contracts have actually occurred more than a month after saving. Companies can thus have an information touchpoint that accompanies seniors throughout their long consideration period, rather than relying on ads that 'flow away and disappear.'
### 8-15% conversion rate with O2O measures: Closing without ending digitally
A particular strength of Raku-Raku Community is its O2O (Online to Offline) flow design, which combines digital and phone communication. For seniors who feel resistance to filling out forms or entering credit card information on smartphones, a pathway is provided with 'details by phone,' where operators respond carefully. In cases where this measure was introduced, appointment conversion rates of 8% to 15% have been observed.
Furthermore, by utilizing text mining of 3.3 million user posts, it is possible to create creatives and LP designs based on the 'real voices' of seniors, which are not visible through mere demographic information. In a promotion case for adult diapers, analysis revealed that 'families engaged in elder care, not the individuals themselves, were collecting information,' leading to a review of the appeal axis.
### About the detailed explanatory article
Further details of these insights are explained in an interview article published on 'mediapicks,' a specialized media for marketing professionals. We encourage marketing professionals engaged in digital marketing for seniors to read it.
Article URL: https://media-radar.jp/mediapicks/interview/media-community
### Announcement of Free Online Seminar
To help apply the above insights more deeply in practice, a free online seminar will be held as follows:
'Has it not resonated?' Learn senior marketing practices with new data and success stories from Raku-Raku Community
~Cautious yet active. Six numbers that change the approach to seniors~
Date and Time: Friday, May 15, 2026, 13:00-14:00
Format: Online (Free)
Organizer: Omelette Inc.
Participant Bonus: White paper present
In this seminar, based on six data points obtained from a survey of Raku-Raku Community members, we will introduce facts that overturn the conventional wisdom that 'seniors don't act.' We will convey the real picture based on field data, such as that approximately 90% of purchases are 'decided by themselves' as autonomous consumers, and that the daily usage rate of brain training apps is 4.4 times higher than for those under 50.
Additionally, we will systematically explain concrete success stories in the health food, finance, and tourism industries, and how to choose and combine four approach methods: article tie-ups, sampling, targeted notifications, and surveys. This 60-minute session will provide clear 'next steps' for senior marketing professionals.