By Rex Hammock, CEO
However, according to recent research, including studies from Google, AARP and the Pew Research Center, the reality is that older adults are buying, using and mastering:
- Home assistant technology (such as Amazon’s Echo)
- Wearable technology (including smartwatches)
- Tablets (such as iPads)
In reality, people in their 60s and 70s are buying more technology—and more know how to use it.
- Older adults (70+) have a particular fondness for tablets, with more than half (53%) owning one—an increase from 40% in 2019.
- These tablets aren’t just sitting on a coffee table gathering dust: 69% said they use their tablets daily.
- Older adults are spending (on average) $1,144 on tech, up from $394 in 2019.
The top three tech purchases are smartphones, smart TVs and Bluetooth headsets/earbuds.
six hours a day online and own an average of five devices.
87% | Organizing their finances
73% | Improving their health and wellness
They aren’t just a temporary reaction to COVID-19:
What marketers should learn from this new research of digital seniors:
- Understand your consumer with data and insights, not outmoded assumptions and hunches.
- Meet your audience where they are. As we’ve seen, YouTube plays a crucial role in seniors’ lives. Increase your investment where they’re increasing their time to build awareness and consideration.
- Prioritize high-value audiences, rather than broad ones. Use the rich set of intent signals available on YouTube (in-market, newly retired, similar audiences, location) to reach your most valuable consumers at scale.
Photo: Getty Images
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