Luddites Won’t Be Reading This

AdAge is running a “Special Report” on marketing to Luddites. The report seeks to prove that Luddites are not only found among the old and poor.

Nearly half of cellphone-less adults are age 18 to 44, and one-fifth of Net-less adults have household income of at least $50,000, according to NOP World’s Roper Reports.
28% of American adults — 60 million people — have no wireless phone, while 21% — 45 million people — have no access to the Internet at home or at work.

These facts lead me to wonder which products Luddites might be most likely to purchase. I’m thinking gardening tools, books, candles, bicycles and home brewing equipment. Hey, except for my love of the internet, I might be a Luddite.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.