Getting to Know the Newly Mobile Senior Set
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Transcript of Getting to Know the Newly Mobile Senior Set
Meet the “Newly Mobile Senior Set”The Pew Research Center gave those 65+ who actively use smartphones and tablets this moniker. We conducted a qualitative and quantitative exploration of this audience to understand who they are, their mobile activity and the emotional / rational drivers for why they use smart devices.
Why study this audience? There is little information or interest among many marketers and product developers about this group. Most mobile strategies exclude them as too small a population and/or unable to use a smart device. We decided to dig deeper!
In 2012, Pew found that:
13% 8%
of people 65+ Own smartphones. Of people 65+ own tabletsThis compares to 46% of all adults and 34% This compares to 5.5% of 13-15
of 50-64 year olds. year-olds and 20% of 35-44 year-olds
Fast Forward 2 Years, Their Usage Has DoubledPew’s 2014 study reflects the following usage:
AGES % OF SMART SMARTPHONE USAGE
65-69 29%
70-74 21%
75-79 10%
80+ 5%
AGES % of Tablet Usage
% of E-Book Reader Usage
65-69 23% 23%
70-74 18% 19%
75-79 20% 18%
80+ 9% 10%
(This data compares to the 25% of American adults who use tablet computers, e-book readers or both.)
(This data compares to the 58% of American adults who own a smartphone.
HOUSEHOLD INCOME
<$25,000 [$25,000-$40,000][$40,000-$80,000] [$80,000-$100,000][$100,000-$150,000] [$150,000-$200,000]<$25,001
Quantitative Survey Built Upon Qualitative Insights
What segments emerge? How do they differ? What are they doing on their
mobile devices? How do they use mobile to enhance their lives now…
…and how do they expect to use their devices in the future?
We wanted to know:
BostonChicago
Orange County
DetroitNew York City
Dallas
Quantitative 800 Participant Survey Nationwide
QualitativeFocus GroupsBostonChicagoNew YorkDallasDetroitOrange County
IDIsNew York
College Graduate/Post GradSome CollegeBusiness, Technical, Nursing SchoolHigh School Grad
EDUCATION
65-69 70-74 75-79 80+
AGE
Opportunity: A Large & Growing Population With Time, Spending Power and Brand Loyalty
Every 8 seconds a Boomer turns 65 $400
billion
63% 27hrs. per weekspent online
21%
78.7yrs. life expectancy
of all leisure travelers
stick with brands vs. 53% of all adults
More spent annually on goods /services
than other generations
40.4 million
Americans age 65+ in 2010
What Segments Emerged?
And why did they go mobile?
Reconnected
40%
Lifelong Learners
33%Adopted early as they see it as an opportunity to learn/teach/share
Adopted mobile to reconnect with the world, feel relevant and youthful Futurists
27%Adopted mobile largely out of professional necessity and a fascination with what technology could accomplish
(Our study shows more than half are NOT ‘newly mobile’)
Reconnected
40% of respondents
Why did they “go mobile”?Adopted to reconnect with the world, feel relevant and youthful
What do they look like?• Still getting comfortable with mobile but eagerly discovering
new uses• Have had a smartphone <2 yrs. (75%)• Prefer to be taught by family or friends (68% phone, 58% tablet)
• 77% retired, 58% female
How to engage them?• Key Driver: Connection• Offer products with strong social component• Adapt marketing to accelerate their learning curve
“I feel fun and modern using
mobile devices” (45%)
Lifelong Learners
Why did they “go mobile”?Adopted early as a platform to explore, learn and share
What do they look like?• Most likely to use mobile “outside the box”• Prefer to learn by browsing the internet (36% phone, 44% tablet)
• Eager to teach others about new apps / features• 64% are under 70 years old
How to engage them?• Key Driver: Being Informed• Mobilize them as your sales and training force – they love to
teach others
33% of respondents
“I cannot imagine a day without my
phone” (51%)
Futurists
Why did they “go mobile”?• Adopted mobile early, often driven by professional goals• Fascinated by what technology can achieve
What do they look like?• See themselves as entrepreneurs and innovators• Seek out alternative sources for information more readily
than other segments (19% phone, 20% tablet)
• 62% male
How to engage them?• Key Driver: Productivity• Offer solutions to optimize professional goals (e.g. time-saving
apps, mobile connectivity tools to foster virtual office)
27% of respondents
“I seek out new technology”
(38%)
What They’re Doing Most On Mobile Devices
* Percentages reflect daily or weekly activities
69%66%
61% 60% 59%
48%
39%
69%65%
62%60%
53%
41%
Texti
ngW
eath
er
Web
Bro
wsi
ng
Emai
ling
Cale
ndar
Face
book
Web
Bro
wsi
ng
Emai
ling
New
s
Gam
es
Wea
ther
Face
book
Read
ing
They’re Also Doing…
Shopping/Deal SeekingTravelDining/Reservations
Managing Healthcare Banking/Bill Payment Stocks/Investments
GPS
A Focus On Healthcare
Healthcare is mentioned unaided when discussing mobile usage
–Focus on monitoring and education apps
Patients are hungry for mobile healthcare solutions customized to their needs
Currently available technology can feel unintegrated
Healthcare needs to consider:
Those 65+ may have different needs, so consider:Leveraging voice in experience design to overcome dexterity and short-term memory loss
Improving readability (increase font size and sharpen screen contrast)
Increasing usability by adjusting responsiveness
Providing solutions that address each segment’s wants
Offering inter-generational group learning opportunities that are fun and welcoming
Boomers Need An Industry-Wide Reboot
Healthcare is mentioned unaided when discussing mobile usage since the focus is on monitoring and education apps
Patients are hungry for mobile healthcare solutions customized to their needs
Thank You!
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