As the pandemic has coaxed older people to get more nimble with technology— even trolling TikTok to check out their grandkids' posts — tech companies are increasingly catering to their needs.
Why it matters: For seniors, learning to shop online, enjoy social media and use VR headsets can beat back isolation and loneliness — particularly during COVID-19. And to marketers, wealthy retirees look like an attractive sales niche, so they're tailoring products and services accordingly.
Driving the news: A new report from Euromonitor lists "empowered elders" as a top-10 global consumer trend for 2022. "Businesses have an opportunity to tailor their digital experience to target and meet the needs of this expanded online audience," the firm notes.
- Among people 60 and older, 60% visit social media sites at least once a week, and 21% play video games, Euromonitor found.
- 82% own a smartphone.
- "Alongside browsing and shopping online, Digital Seniors embrace virtual solutions for socializing, health screenings, finances and learning," according to the report.
A survey by Ericsson's ConsumerLab found that 7 in 10 seniors ages 65-74 were interested in trying out AR/VR headsets, primarily to pursue a skill or hobby, like cooking....
- Nursing home residents are using VR headsets for virtual travel experiences.
- 40% of older people want to use the digital world for "decorating their home virtually, experiencing sports or concerts, upgrading their home maintenance skills or to travel with a headset," Ericsson said in a blog post.
- "One in 5 also see other possibilities, like going to a virtual restaurant, trying out sports themselves or playing VR adventure games."