The Connected Grandparent 2012 is a study from Edison Research examining the media, technology and social media usage of Grandparents in America. The study looks at how grandparents use Smartphones, Facebook and other aspects of technology. This study is derived from the Edison Research/Arbitron Internet and Multimedia Series and was co-authored by noted expert Linda Ury Greenberg

1. The Connected Grandparent
© 2012 Edison Research and Arbitron Inc.

2. Methodology Overview
• In February 2012, Edison Research and Arbitron conducted a national
telephone survey (landline and cell phone) of 2,020 people aged 12 and older
• Total data were weighted to national 12+ population figures
• This is the 20th in our series dating to 1998
o The report is based on a yield of n=561 Grandparents

3. Nearly three in ten are Grandparents
Grandparents
28%
Base: Total Population 12+

4. Three in four Grandparents
are age 55 or older, skewing female
55-64
30%
Men
43%
45-54
20%
35-44
Women 5% 65+
57% 45%
Mean: 64 years old
Base: All Grandparents

5. Three-quarters of Grandparents have
grandchildren aged 12 or younger
% of Grandparents with grandchildren by each age group
75
40 36
Aged 12 or younger Aged 13 to 17 Aged 18 to 24

6. Almost four in ten Grandparents report
a household income of $50,000 or more
HH Income: $25-$50K
31%
Under $25K
31%
$50-$75K
18%
Over $150K
3%
$100-$150K $75-$100K
7% 10%
Base: All Grandparents giving a response

7. While half of Grandparents are retired,
one-third are working full or part-time
Employment status:
Full-time Part-time Homemaker Temporarily unemployed Retired Other
All Grandparents 24 9 5 5 52 5
Grandparents, under age 65 42 9 6 9 26 8
Grandparents, age 65+ 4 8 41 82 1

8. Grandparents Are Connected

9. Seven in ten Grandparents are connected to the Internet
71%
Grandparents
with Internet
access from
any location

10. Each day, Grandparents spend nearly five hours watching
TV, two hours listening to radio and more than one hour online
Self-reported hours spent with media in the last 24 hours (HH:MM)
Watching TV 4:44
Radio listening 1:55
Internet 1:21
Newspapers 0:35
Base: All Grandparents

11. Nearly one-quarter of Grandparents choose
the Internet as their most essential medium
% of Grandparents choosing the Internet as “most essential” in their lives
All Grandparents 23
Grandparents, under age 65 30
Grandparents, age 65+ 13

12. Grandparents are more avid readers of printed newspapers
% who read a printed newspaper…
40
Almost every day
18
15
Regularly but not daily
14
15
Sometimes All Grandparents
20
15 Total Population 12+
Rarely
26
14
Never
23

13. Grandparents match the national
population on eReader ownership
All Grandparents Total population 12+
13% own an 14% own an
eReader eReader

14. Nearly two-thirds of Grandparents have a Wi-Fi network at home
% of Grandparents with Internet access at home who have a Wi-Fi network
On average, Grandparents have 2.8 Wi-Fi connected devices
70
63
51
All Grandparents Grandparents, under age 65 Grandparents, age 65+

15. Grandparents are embracing tablets, albeit more slowly
All Grandparents Total population 12+
7% own an 12% own an
Apple iPad; Apple iPad;
3% own 7% own
another tablet another tablet

16. Grandparents blend traditional
and modern media habits

17. With Grandparents, TV gets most media real estate at home
Average number of each device in the home:
All Grandparents Total Population 12+
2.8 2.8
2.4 2.4
1.8
1.4
Computers Radios Televisions

18. In the morning, Grandparents turn first to television
“Which of these are you most likely to use first thing in the morning?”
49
24
12 11
Television Radio Newspapers Internet
Base: All Grandparents

19. The vast majority of Grandparents listen to AM/FM radio
“Have you listened to any AM or FM radio stations in the last week?”
Yes
80%
No
20%
Base: All Grandparents

20. One-third of Grandparents have listened to Online Radio
% who have listened to Online Radio…
All Grandparents Total Population 12+
61
39
34
29
16
11
Ever Last Month Last Week

21. Thirty percent of all Grandparents are aware of Pandora
“Have you ever heard of the Internet radio service called Pandora?”
All Grandparents 30
Total Population 12+ 59

22. Grandparents who work listen to the radio
while working at a higher level than other groups
56%
Working
Grandparents
who listen to
the radio while
working
(vs. 44% among
all employed)

23. One in five Grandparents watch
YouTube monthly; one in six watch weekly
% of Grandparents who have watched video clips
or other Internet programming from YouTube…
26
22
16
Ever Last Month Last Week

24. Many Grandparents share YouTube videos
“Have you shared a YouTube video with anyone in the last month?”
Yes
38%
No
62%
Base: Grandparents who have watched video clips/programming on
YouTube in last month

25. Grandparents communicate most often by talking on the phone,
but one in seven prefer to communicate via digital technologies
“When not in person, which ONE of the following ways do you communicate with your
friends and family most often?”
Talk on the
phone
86%
Use Facebook
2% Email
Text message
5%
7%
Base: All Grandparents

26. Grandparents Are Social

27. Most Grandparents are aware of Facebook
87%
Grandparents who
have heard of
Facebook

28. More than one-third of Grandparents are on Facebook
% of Grandparents with a profile page on Facebook
43
39
36
29
25
All Grandparents
Grandparents, underGrandparents, age 65+
age 65 Grandmothers Grandfathers

29. Grandparents are actively checking their Facebook accounts;
Grandmothers twice as much as Grandfathers
Average number of times checking Facebook in past 24 hours
5.0
4.1 Grandmothers
Grandparents
2.4
4.0 Grandfathers
All Facebook
Users 12+
Base: Those with a profile page on Facebook

30. Grandparents‟ mobile social usage is still developing
“In which of the following ways do you ever access Facebook?”
91 92 All Grandparents All Facebook Users
54
25
19
13
Desktop or laptop computer Cell phone Tablet
Base: Those with a profile page on Facebook

31. Grandmothers have more friends
on Facebook than Grandfathers
Average number of Facebook friends for…
All Facebook Users
262
Grandmothers
135
Grandfathers
86
Base: Those with a profile page on Facebook

32. Most Grandparents who use Facebook are “friends” with their grandchildren
78%
Facebook
Grandparents
who are
“friends” with
their
grandchildren
Base: Grandparents who have a Facebook profile page and grandchildren over the age of 12

33. Grandparents who use Facebook are “friends” with their children
87%
Facebook
Grandparents
who are
“friends” with
their children
Base: Grandparents who have a Facebook profile page

34. Most Grandparents are aware of Twitter
“Have you ever heard of Twitter?”
Yes
84%
No
16%
Base: All Grandparents

35. Few Grandparents use Twitter
“Do you currently ever use Twitter?”
All Grandparents 3
Total Population 12+ 10
% saying “Yes”

36. Many Grandparents regularly hear about Tweets
“How often do you hear about Twitter feeds - commonly called Tweets - through
traditional media outlets such as TV, radio, newspapers or websites other than Twitter?”
Regularly, but
not daily
Almost every day 14%
40%
Sometimes
17%
Don't know
2%
Rarely
Never 10%
17%
Base: Grandparents who have heard of Twitter

37. More than one in five Grandparents who use social media
follow companies or brands on social networking sites
“Do you follow any companies or brands on social networking sites
such as Facebook or Twitter?”
No
78%
Yes
22%
Base: Grandparents who use social networking sites at least once a month
(32% of all Grandparents)

38. Nearly one in ten Grandparents are registered „Daily Deals‟ users
“Are you a registered user of any “daily deals” sites or services
such as Groupon or LivingSocial?”
Registered
'Daily Deals'
users
8%
Base: All Grandparents

39. Groupon is the „Daily Deal‟ for Grandparents
“Which daily deals services are you registered with?”
Groupon 81
LivingSocial 35
Any Others 16
Base: Grandparents who are registered users of a daily deals site

40. Grandparents Are Mobile

41. Grandparents are accessible by cell phone
83%
Grandparents who own a
cell phone (vs. 88% of total
12+ population)

42. Most Grandparents stay connected and
say a cell phone is usually close by
“How often is your cell phone with you or nearby, within arm’s reach?”
(% saying “Always” or “Most of the time”)
All Grandparents 77
Total Population 12+ 84
Base: Own a cell phone

43. Smartphone ownership lags with Grandparents
Cell phone ownership:
Own Cell
Phone (Not
Smartphone)
61% Own
Smartphone
Own Cell
44%
Phone (Not
Smartphone)
44%
Own
Smartphone
22%
Do Not Own Do Not Own
Cell Phone Cell Phone
17% 12%
All Grandparents Total Population 12+

44. Conclusions

45. Today‟s Grandparents are active and
connected media consumers
Grandparents have time, energy and interest in making connections:
many are engaged in social media, as well as the traditional media of TV
and radio.

46. Today‟s Grandparents enjoy and are engaged with technology
The majority of Grandparents keep a cell phone close by, are connected to the
Internet, and use technology to stay connected with family and friends.

47. Advertisers and marketers have
many avenues to reach Grandparents
Grandparents are active in both social and traditional media, engage in online
commerce and use “daily deals”