While most marketers put a premium on attracting younger people, the 50+ demographic is coveted for its disposable income and stability. While it’s known that this demographic is less comfortable with communications technology than millennials are, a new report from AARP shows a majority of Americans, even those aged 50 and older, are embracing technology.
The survey of some 1,500 U.S. adults older than 50, conducted during November 2017 and released late last month, shows that 90% own a computer or laptop, 70% have a smartphone, and more than 40% own a tablet. Adults aged 70+ are more likely to have older, dated technology, such as desktops and feature phones, than those aged 50-69, the survey says.
Social Media’s Popularity
Across laptops, desktops and smartphones, more than 70% of adults older than 50 are on social media.
Social media usage in the demo has grown more than 112% since 2011.
This demo is equally likely to access social media on computers and mobile phones, the survey says. More than half of those in this demo who own mobile phones deploy a social media app on it.
Doing Little About Security
Security is an issue in this demo. Just 18% are “extremely or very confident” that their data is secure online. Most lack confidence in organizations, with the exception of financial institutions, to keep their data secure. Social media sites, membership organizations and media are not trusted to keep data safe. Still, very few 50+ do anything to proactively protect their online data, the survey says.
It’s clear by looking at the chart where the older demographic is most comfortable technologically. For example, marketers aiming now at the 50+ market in wearables or home assistants will find plenty of untapped potential.
Beyond social media, what is this demo doing with technology? 90% of device owners say they use technology to stay in touch with friends and family, which is a statistic marketers and communicators will want to know. Those aged 50-69 respond that text messaging has overtaken email as the tool they use most to stay connected, though most use email, social and text.
