Wed Feb, 2011 by Derek Mehraban
Seniors have always been one of the hardest demographics to target online. Few are online and when they are they are usually doing only email or specific searches for products. That trend is changing, however. Not only are tech-savvy people aging and moving into the demographic, but the demographic is also becoming more tech savvy.
Email and specific searches are still the most common reasons seniors are going online, but the use of social networking is increasing. The area of greatest growth for seniors is in smartphones. By the end of this year 70% of seniors will have a mobile phone, barely trailing the population as a whole with 77.7%
For now the dominant method for reaching seniors is found in non-digital methods. For digital marketers, direct emailing campaigns is still advisable. That preponderance will be changing. By 2013 36% of seniors are expected to be not only online but also users of social networking platforms.