“I love YouTube! I’m a YouTube fanatic. I get up in the morning and get on YouTube.” This rousing endorsement didn’t come from a Gen Zer. It came from Joan, a 64-year-old who participated in research Google conducted last year into the digital habits of older adults (Google/Known, U.S., Digital Seniors, n=4,415 A55+, 2020).

And while marketers know about the spending power of boomers and that the leading edge of Gen X is now hitting 55, it’s sometimes easy for a youth-obsessed industry to fall back on demographic stereotypes or to assume that those over 55 haven’t evolved their media habits. According to the Pew Research Center, 75% of Americans 65 and over are online. Today’s 65-year-olds have spent much of their adult lives experiencing advances in technology firsthand: They were only 36 when the first internet browser was introduced in 1992 and 42 when Google was founded in 1998.

To better understand the digital habits and behaviors of today’s boomers and seniors, particularly as they relate to health and wellness, Google partnered with market research firm Known to conduct qualitative and quantitative research in summer and fall of 2020. .

By digging deep into their digital habits, the study found that the majority of online seniors — 86%, according to the analysis, which segmented seniors by their tech adoption and utilization — are enthusiasts who spend at least six hours a day online and own an average of five devices. These “digital seniors” are sophisticated, engaged consumers: 8 in 10 continued their education beyond high school, and 82% use their smartphone every day.

For many of the seniors Google and Known talked to, being online and staying up to date with technology isn’t a choice. It’s an imperative. “Digital platforms play a big role in our lives, and there are always new possibilities that come along. Digital is here to stay, and it’s good to learn all we can,” said Maude, 77. Jeff, 59, put it more bluntly: “I just don’t want to be a dinosaur, you know?”

These digital seniors go online for a vast array of reasons, from staying in touch with friends and family (91%) to organizing their finances (87%) to improving their health and wellness (73%) (Google/Known, U.S., Digital Seniors, n=4,415 A55+, 2020). And their enthusiasm, the same report showed, isn’t simply a reaction to COVID-19: 70% of seniors say that they’ll spend the same amount or more time online once they’re no longer concerned about the pandemic.

That said, lockdowns and social distancing have had direct impacts on the role that technology plays in seniors’ health and wellness. “I had my first telemedicine call with my doctor … [and] it was wonderful,” said Wendy, 66. “It gave us a little bit more time and was a better use …read more

Source:: Digiday