The myth of the digitally illiterate senior
Known and Google teamed up to examine how people 55+ use technology. They’re savvier than you think.
It’s probably an easy image to conjure in your mind: a confused, gray-haired senior struggling to turn on a computer. And as the holidays approach, adult children and grandchildren joke about having to be Mom or Grandpa’s IT support when they visit.
But take a moment and think of seniors you actually know. Do you know anyone over 55 who texts? Uses social media? Spends time online? You likely do, because according to a 2019 Pew study (i.e., before the pandemic that accelerated digital behaviors), 80% of seniors 55+ were already online in the US.
Known recently partnered with Google to examine the reality of this population’s digital engagement — and the truth is very far from that stereotyped image of the struggling elder shouting at their digital assistant because it doesn’t understand what they’re asking.
THE CONTEXT: Why we care about seniors’ digital lives
Smart product and marketing decisions are rooted in insights about the potential audience they could reach. Too often, stereotypes such as those about seniors can narrow the definition of a target audience and exclude people who may very well want and need the products or services.
Products are optimized without these needs in mind, and marketing plans can overlook a potential audience entirely, or be designed to reach them in channels where they don’t spend their time. In short, seniors can easily be overlooked, despite being a large (and growing) market.
The problem is particularly pronounced in the space of health and wellness, which was the focus of our study with Google. Health and wellness is a critical category for an aging population — so it’s imperative to reach those older adults effectively.
THE FINDINGS: Seniors are really online
Our team imagined a lot of seniors are actively engaged with technology based on personal interactions with older relatives and friends — but the extent to which seniors are embracing technology truly shifted our perspective on this demographic.
Seniors today are nearly as connected as younger generations
97% of Millennials and Gen Xers use a smartphone today, and seniors are not far behind, with 89% adopting the technology. And while 95% of Millennials and Gen X use social media today, 85% of seniors do as well. This may seem surprising, but consider that 2021’s 65-year-old was 37 when the first internet browser was introduced in 1992, and in their early 40s when email became widely adopted.
Digital tools play an increasing role in health and wellness
Most seniors are making use of digital tools in all aspects of their lives: from staying in touch with friends and family (91%), managing finances (87%), shopping (86%), to watching tutorials (73%). Health and wellness is right up there as a top area for digital engagement, with 73% of seniors managing their health digitally.
Managing health and wellbeing online takes many different forms:
- Researching a symptom when it first arises
- Looking up doctors and scheduling appointments
- Attending appointments virtually via telemedicine
- Continuing to read about a condition or treatment after initial diagnosis
Above all, these online resources empower seniors to take charge of their health and proactively share concerns and ideas with healthcare professionals.
THE TAKEAWAY: Consider tech savvy with your seniors marketing strategy
Health and wellness is just one category that exemplifies the intensity of digital engagement among seniors today. Brands with products and services that could be relevant to this cohort should reject the outdated stereotype of the “confused mom” and rethink how to build for and reach modern seniors in a way that reflects reality.
Want to learn more? Check out the details from our study on Think with Google.
