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18 August 2002
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Over-35s resist the lure of ads
18 August 2002 
"Their attitudes will send worrying signals to the Government and broadcasters as they seek to increase the number of people switching to digital radios and televisions. There is already evidence that interest in digital TV has reached a 'plateau' at 50 per cent of the population.
Mobile phone companies expect customers soon to 'upgrade' to phones featuring pictures of the caller. However, the new research suggests there may be much more resistance to such innovations than previously believed among people who think their existing phone works perfectly well. 'Advertisers will have to become much more subtle,' said Silvester, whose researchers spoke to focus groups of all ages for advertising agency Young & Rubicam. 'Perceptions of quality and social responsibility may be the only things that will appeal to older people in future."
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