First things first. Welcome to Anything But Grey, the very first in a series of what we trust will be lively periodic updates and insights into the lives, passions, issues and habits of Americans of a certain age.
What age, exactly? We’ll open the bidding at 65. But just for today, let’s not call them seniors. Except when they’re getting a discount (and sometimes even then) it tends to chafe their nerves a little. We’ll discuss this subject at length in a future issue. So stay tuned.
Let’s just explore a few recent insights into this bunch that have been uncovered in a recent study by Pew Research Center. We’ll give you the raw data. And then we’ll supply an observation or two on what it means.
Ready? Let’s go.
1. These folks are sliding into the Internet. Fast.
Seriously. 59% of these se … er, 65+’ers now report using the Internet. That’s a six percent increase in one year. Now, that’s still behind the 86% of the general population using the Internet. But they’re catching up fast.
What it all means. More and more, your prospects are going to find you online. That means that the brands with the best combination of engagement, personality and relevance will be ahead of the game. As will the brands that demonstrate interest in the things their customers are interested in.
2. The more money, the more they use broadband.
Above $75K in household income, Internet usage for 65+’ers rockets up to 90%. And 82% have broadband at home.
What it all means. It means your customer isn’t making another pot of coffee while something loads. It means you can use video, fly-through animation of your community, whatever. It means take advantage of the opportunity! Pronto.
3. Yikes! They’re taking over Facebook!
OK, maybe not taking over. But Pew has reported that 46% of seniors who are online use social networking sites. And that number represents one-quarter of all seniors. Oops. We let that slip.
What it all means. You might just want to think about having a presence. After all, they’re going to be discussing you. Don’t you want to be part of that conversation?
4. Tablets, yay! Smart phones, not so much.
According to Pew, 27% own a tablet or e-reader and 18% have smartphones.
What it all means. While the rest of the world is going mobile, your gang isn’t sitting on a park bench staring at a cellphone. However, you can really take advantage of that tablet environment if you’re savvy.
5. Gosh, will the Internet someday become an ADL?
Once this crowd gets online, they tend to make it a part of their daily routine. Among those who use the Internet, 71% do it every day or almost every day.
What it all means. Online is fast becoming the way 65+’ers keep in touch with their friends and family. The way they get photos of their grandkids. Do their shopping. Book their travel. Plan their lives.
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