What the pandemic taught tech about marketing to the elderly

 Devin Partida, Editor-In-Chief at ReHack, explores the lessons learned by the technology industry when marketing to the elderly. 
Devin Partida, Editor-In-Chief at ReHack, explores the lessons learned by the technology industry when marketing to the elderly. 

The Covid-19 pandemic ushered in changes to society, including how the elderly interact with technology. Pre-pandemic, many older people ignored social media and techy gadgets, preferring communication methods they felt more comfortable with. However, as individuals social distanced and stayed inside for months on end, seniors who had previously been resistant to technology changes began to embrace them as a means to keep in touch with family and friends. 

There are more than 1 billion people over the age of 60 living around the globe. Many are in excellent health and should live for quite some time. Experts predict older adults may outnumber children under 18 in a few years. 

The marketing methods used before Covid-19 arrived is different for every demographic, and the elderly are no exception. Here is what the pandemic taught tech about marketing to seniors.

1. Seniors are quick to learn

The dangers of contracting coronavirus were much greater for the elderly and those with underlying health problems. Stores quickly sprang into action to offer curbside pickup and delivery. Unfortunately, many seniors had not yet embraced these new technologies.

Fortunately, those in their 70s, 80s and beyond were able to pick up on new apps and online ordering systems. The tech industry discovered they are quick to learn if they have the right tools. Clear explanations and excellent user experience (UX) for any apps are critical. 

2. Seniors love to communicate

People often accuse Gen-Z of being isolated and unsocial and seniors of being stern and refusing to use new technology. These are just stereotypes. Many older people love to stay in touch with others, and when the pandemic hit, they felt very isolated.

Technology such as video conferencing helped them attend meetings, talk to family and even go to doctor appointments. But, unfortunately, those who live in rural areas found their connection speeds weren’t up to par. 

The pandemic resulted in a push to bring high-speed internet to rural communities. Many internet service providers are expanding coverage to underserved areas, and marketers should be aware of their demographic. How many elderly customers live in rural areas? How can they be served even with lower connection speeds?

3. Seniors need support

The lockdowns forced people to completely overhaul their habits. Many seniors enjoyed shopping daily and preparing meals at home. However, they suddenly had to learn new ways to shop and social distance.

Marketers would be well-served to figure out how to educate their customers in the latest technological changes. Look at any processes through customers’ viewpoints, and get feedback. What could be easier for them? How can an app be adjusted to better meet their needs? Marketers should segment their audience lists into the older generation and younger ones. 

4. Seniors embrace social media

Many older adults turned to social media to stay in touch and get the latest news. Between February and April 2020, the amount of online content from people over 65 more than doubled. Hot topics included food delivery and beauty routines. 

At the same time, seniors bought digital devices, or their children and grandchildren purchased these items for them. Tech needs to be aware that the market for their products is no longer millennials, Gen-X and Gen-Z. They must now include baby boomers in the equation. 

How companies market to seniors is different from how they reach other audience segments. Typically they want good value for their money, but they’re willing to pay more for premium products that last. 

5. Seniors use mobile

Even before the pandemic, smartphone adoption hovered around 62% for senior adults in the United States and is now between 70% and 77%. Don’t rule out marketing methods such as SMS messaging and mobile apps.

Websites and emails must be mobile responsive. If a senior opens content on a smaller screen, is it still readable?

READ MORE:
Choose quality

Opt for quality when marketing to the elderly. They want premium services that are easy to use and offer plenty of help along the way. Seniors are much more tech-savvy than expected, and their knowledge will only grow as they embrace the latest devices and online trends.

For more news from Top Business Tech, don’t forget to subscribe to our daily bulletin!

Follow us on LinkedIn and Twitter

How E-commerce Marketers Can Win Black Friday

Sue Azari • 11th November 2024

As new global eCommerce players expand their influence across both European and US markets, traditional brands are navigating a rapidly shifting landscape. These fast-growing Asian platforms have gained traction by offering ultra-low prices, rapid product turnarounds, heavy investment in paid user acquisition, and leveraging viral social media trends to create demand almost in real-time. This...

Why microgrids are big news

Craig Tropea • 31st October 2024

As the world continues its march towards a greener future, businesses, communities, and individuals alike are all increasingly turning towards renewable energy sources to power their operations. What is most interesting, though, is how many of them are taking the pro-active position of researching, selecting, and implementing their preferred solutions without the assistance of traditional...

Is automation the silver bullet for customer retention?

Carter Busse • 22nd October 2024

CX innovation has accelerated rapidly since 2020, as business and consumer expectations evolved dramatically during the Covid-19 pandemic. Now, finding the best way to engage and respond to customers has become a top business priority and a key business challenge. Not only do customers expect the highest standard, but companies are prioritising superb CX to...

Automated Testing Tools and Their Impact on Software Quality

Natalia Yanchii • 09th October 2024

Test automation refers to using specialized software tools and frameworks to automate the execution of test cases, thereby reducing the time and effort required for manual testing. This approach ensures that automation tests run quickly and consistently, allowing development teams to identify and resolve defects more effectively. Test automation provides greater accuracy by eliminating human...

Custom Software Development

Natalia Yanchii • 04th October 2024

There is a wide performance gap between industry-leading companies and other market players. What helps these top businesses outperform their competitors? McKinsey & Company researchers are confident that these are digital technologies and custom software solutions. Nearly 70% of the top performers develop their proprietary products to differentiate themselves from competitors and drive growth. As...

The Impact of Test Automation on Software Quality

Natalia Yanchii • 04th October 2024

Software systems have become highly complex now, with multiple interconnected components, diverse user interfaces, and business logic. To ensure quality, QA engineers thoroughly test these systems through either automated or manual testing. At Testlum, we met many software development teams who were pressured to deliver new features and updates at a faster pace. The manual...