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Getting to Know the Newly Mobile Senior Set
- 2. 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 tablets This 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
- 3. Fast Forward 2 Years, Their Usage Has Doubled Pew’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.
- 4. 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: Boston Chicago Orange County Detroit New York City Dallas Quantitative 800 Participant Survey Nationwide Qualitative Focus Groups Boston Chicago New York Dallas Detroit Orange County IDIs New York College Graduate/PostGrad Some College Business, Technical, NursingSchool HighSchool Grad EDUCATION 65-69 70-74 75-79 80+ AGE
- 5. Opportunity: A Large & Growing Population With Time, Spending Power and Brand Loyalty Every 8 seconds a Boomer turns 65 $400 billion 63%27hrs. per week spent 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
- 6. 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’)
- 7. 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%)
- 8. 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%)
- 9. 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%)
- 10. 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% Texting Weather WebBrowsing Emailing Calendar Facebook WebBrowsing Emailing News Games Weather Facebook Reading
- 11. They’re Also Doing… Shopping/Deal SeekingTravelDining/Reservations Managing Healthcare Banking/Bill Payment Stocks/Investments GPS
- 12. 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
- 13. 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
Notas del editor
- This research really stemmed from seeing people who look 65 or older -- in every restaurant you go to, every Starbucks, every Panera Bread – pulling out their smartphones and tablets, taking pictures, making movies, playing games… doing what the rest of us are doing. When you go into strategy meetings to create digital or mobile experiences, this audience is just not even on the radar. We as a company wanted to figure out why.
- In 2013 we wanted to explore this group -- the ‘Newly Mobile Senior Set,’ as they were named by Pew Research in 2012, which is where that name comes from. This is women and men, 65 to 80, who are actively using smart devices. We wanted to look qualitatively and quantitatively at who they are, what they’re doing and most importantly what are the emotional and rational drivers. These devices are a time and money investment. Is it the super rich? No. The super educated? No. Former IBMers? No. It’s a lot of people; what’s up with that emotionally. Our study shows a lot of these people are not newly mobile; some of them were exploring mobile devices before we were born.
- [read slide] They’re not digital natives; they do learn differently. If we don’t embrace that, that’s opportunity lost.
- Here’s why: Age expectancy is 84. Anyone know the oldest person on record now? 112? These people are planning to stick around. They spend as many billions of dollars on entertainment as years in their life. They’re more loyal than your average bear. There’s lots of them. They travel a lot, and they spend a lot of time online and a lot of it’s on mobile. And every 8 seconds, a Boomer turns 65 – in the next 15 years, the 65+ population is going to DOUBLE Sources: http://www.aoa.gov/Aging_Statistics/Profile/2011/docs/2011profile.pdf Http://www.aarp.org/work/retirement-planning/info-01-2011/barry_rand_facing_the_challenge.html http://www.navigateboomermedia.com/cgi-sys/cgiwrap/zaava/managed-mt-2/mt-search.cgi?IncludeBlogs=3&tag=Silent%20Generation&limit=20 http://trends.e-strategyblog.com/2013/01/23/time-spent-online-by-gender-generation/7519 http://spot55.com/stats/ http://www.forrester.com/Digital+Seniors+A+Demographic+Overview/fulltext/-/E-RES76361 http://www.census.gov/compendia/statab/cats/income_expenditures_poverty_wealth.html Facts: The older population (65+) numbered 40.4 million in 2010// silent - 28.5 million men and women (2005) The median income of older persons in 2010 was $25,704 for males and $15,072 for females 42% of all travel industry purchases happen online, and adults 50+ account for 80% of all luxury travel spending. Time spent on line: 25h/week People turning 65 today can expect to live another 18 to 20 years, and the implications are staggering. Mature travelers (those born before 1946) represent 21 percent of all leisure travelers and those who travel in this group take an average of 4.1 leisure trips each year. The Mature group also comprises 14 percent of business travelers; an average of 6.7 business trips each year. (Source: U.S. Travel Association) 63% of online Seniors agreeing that when they find a brand they like, they stick to it, compared with 53% of all US online adults. (Forrester Research: Digital Seniors: A Demographic Overview) Annual Expenditures for Entertainment are $2,062 for householders age 65+; $1,233 for householders age <25 (Source: U.S. Census Report: Average Annual Expenditures of All Consumer Units by Race, Hispanic Origin, and Age of Householder: 2009)
- Clustering of attitudes, demographics, and behavior. Reconnected: just sort of got on the bandwagon and have done so to feel “with it”; those are the people you would expect. That was a big chunk, but almost two-thirds are not ‘newly mobile’ Futurists: entrepreneurial, innovative spirits that were sort of born that way and think technology supports their inner entrepreneur. Lifelong Learner: mobile because of their incredible appetite for learning. This is something that fuels it.
- [read slide] Still getting comfortable. Tend to learn from family and friends.
- They adopted early as a platform to explore, learn and share. A lot in teaching, learning, sales positions; that’s what they like: sharing, whether it’s the Lord’s prayer or how to set up your Roku box. What these people are doing on Skype, Facetime to teach the Reconnected: how to set up a Roku, how to avoid calling an electrician, how to fill out a Social Security form… it’s mind-blowing. The list goes on and on. Makes them feel informed Tend to skew younger Prefer to browse the internet because they’re explorers. They’re eager to teach. These are the ones you want to commandeer to get the other people involved in whatever app or service you’re positioning to this audience.
- I’m sure you know some of these people. They adopted mobile early, often in the context of their jobs. A lot of them have mobile lives: they’re realtors, insurance agents. “Productive” is the key motive/driver Seek information in alternative places because they think they know everything that’s out there. Anyone who wants to know who is going to buy all these incredibly expensive, small, compact productivity enhancements – these people are going to buy them, and buy them early. A huge audience and an opportunity to engage in a lot of products and services. They’re no different than the rest of us; they’re just more impatient and more mobile.
- 70% of them are texting, and voice helps a lot because you don’t have to press all those teeny little buttons. Usual things the rest of us are doing. They’re doing the same amount of browsing on tablets because it’s larger and you can read it. Almost half are using Facebook What’s interesting is in the way they learn and engage; yes, it’s among family, but they teach other and share with each other. Yes, they got on Facebook to see the flippin’ baby pictures, but then oh yeah, I really liked that guy in 2nd grade and now we’ve reconnected. So the same as everybody else. It’s interesting how engaged they are. GPS orients them on the ground and the road. These people are very mobile, more so than the average family with 2 kids, 2 jobs, 2 weeks of vacation. Whether they’re working or not, they have 2 homes, an RV, schlepping all over the country. They’re more mobile than the average person. They love to tell you how their financial advisor is showing them information on a tablet. By the way, we heard a lot of people giving up their land lines and cutting the cord – not as many as people in Gen Y, but a lot. If you’ve got 2 homes, land lines get expensive
- Healthcare came up unaided in focus groups, and a lot of that has to do with monitoring, and medical records. In some markets, things have evolved with mobile medical records; they’re feeling empowered and telling their doctors what to do. They’re protecting their health. There’s a yearning for customization – that was a big theme, that there’s information out there but they want things targeted to them. [We heard about how residents of an assisted living home commandeer the iPads from the visiting nurses; they want to learn ballroom dancing, Spanish, German… give us the iPads. Resident satisfaction was very important, and technology was contributing to that.]
- Voice – very real. Low awareness of voice – only about 14% were aware. A shame that you should walk out of a store that shows you a $600 device with them showing you the voice button. Readability issues on a smartphone; contrast is hard on my eyes. It’s either too responsive or not responsive enough. Need to know about what’s out there. Want a voice in not only using but determining what’s being developed. They want to make sure their quality of life is maintained. Help me manage my life goals so I can live well.