RESEARCH REPORT

Digital By Device

How today’s 55+ consumer is increasingly embracing technology to manage and enrich their lives and engage with products and services.

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Our Digital Mission

While the myth of the tech-averse “senior” is gradually dissipating, the marketing world still largely overlooks the extent to which technology has taken hold of the lives of consumers 55+ and the almost endless opportunities for engagement.

With a mission to bust the myths and crush the stereotypes around aging and to help marketers exploit opportunities with consumers 55+, Age of Majority set out to explore the depth of integration of technology into the day-to-day lives of who we call Active Aging consumers. This group represents approximately 75% of the 55+ population and is defined by being socially, mentally, physically and digitally active.

To do so we examined the use of multiple devices in and around the home to manage eight areas of older consumers’ lives: Health & Fitness, Entertainment, E-Commerce, Finances, News & Information, Socialization and Organizing & Navigating. What we learned is based on feedback from 763 members of AOM’s Revolution55 community (Active Agers 55+). Our study goes beyond measuring use to assess future growth areas for devices in servicing and shaping the lives of older consumers.

Consumers 55+ rely on devices to shop, to manage finances, to gather news, to connect with friends, family and colleagues, to stay entertained, to organize their lives and to manage their homes. Computers, smartphones, smart TVs and tablets dominate device use, however smart speakers and wearable devices are emerging growth areas for news/entertainment and health monitoring respectively:

  • Nine in 10 (91%) Active Agers are using smart phones
  • Nearly nine in 10 (89%) are using computers
  • Nearly six in ten (58%) have smart TVs
  • More than half (54%) have tablets
  • A third (34%) use wearable tech
  • Nearly a quarter (24%) use smart speakers

UPCOMING WEBINAR
Seniors & Technology:

5 Ways Older Consumers are Going Digital

May 26th, 2021: 1:00PM ET – While the myth of the tech-averse “senior” is gradually dissipating, the marketing world still largely overlooks the extent to which technology has taken hold of the lives of consumers 55+. The implications of underestimating tech and digital adoption by older consumers are enormous, considering this audience holds close to 70% of consumer wealth and accounts for over 40% of consumer spending.

Powered by insights from Age of Majority’s Revolution55 insights community this webinar pulls the curtain back on the digital lives of who we call Active Aging consumers, revealing timely and actionable insights for brands and companies.

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The extent to which technology use has become a norm vs. the exception among Active Agers is reflected in hard usage numbers and in philosophy. Two thirds consider themselves early adopters or enthusiastic embracers of technology and marketers should take notice of the receptive audience for both tech and other things new. While others may not be as avid users, less than 3% of Active Agers out and out shun technology. It’s become a big part of their lives in mindset and use, with no signs of slowing down.

Keep reading the report, download below:

Sample Pages: Eight Trends Impacting Community Living

We asked survey respondents what tech mindset or philosophy they identified with most: