Our youth-obsessed marketing world is rife with clownish stereotypes about older digital users. Befuddled grannies. Infuriated grandpas. Baby boomer parents incapable of correctly using chat shorthand - wtf?
To prove this outdated view is costing companies, Critical Mass conducted a survey of 500 over-50s, including 20 direct interviews. Their goal was to get a clearer picture of what this age group really want from digital, and what they don’t.
The research showed that 77% of those interviewed regularly shop online. They spend on average 58 minutes a day socialising and 7.4 hours a week gaming. 80% bank online and 14% stream content. Evidence they are living robust online lives.
When questioned 84% of over-65’s said they would miss the Internet if it was not part of their life. This group are digitally savvy and they’re wealthy.
Despite these facts over-50’s are the most ignored group in the history of marketing, according to Forbes. With only 10% of marketing budgets directed at them.
On the back of their research, Critical Mass has developed six lessons to design for what they term the 'Betamax Generation'