We live in an era where rapid technological innovation is happening at the same time that the overall population is aging. 24% of the population is now aged 60+ and 14% of the population is 70 or over. It is easy to assume that older age groups are being left behind while the media landscape is shaped by this technological innovation. However, whilst they are traditionally seen as slower adopters, there is so much nuance within what is defined as a homogenous ‘older audience’. It is crucial to consider and understand this.

The easy option is to adopt an advertising approach which follows the stereotypical older audience; they watch live TV, they read newspapers and they listen to the wireless. However, when we stop to consider the details, a more complex picture emerges. The first iPhone was released in 2007. The internet was made public 32 years ago. Broadband has been around for 25 years. Facebook launched in 2004 and YouTube in 2005. The point being that a large number of the older population have grown up with digital being a big part of their lives.

Considering audience preferences in different older age groups

Even if we simply break the older age groups up into 60-69 and 70+ we start to see significant differences in behaviour. The ‘young seniors’ aged 60-69 are increasingly comfortable with technology and many will have spent much of their lives working with computers, using smartphones and accessing the internet. They use streaming services, they are on social media and they consume news digitally. Whilst those over 70 are using digital tools, the pace is slower and preferences lean towards more traditional channels. Live TV (including news and game shows) remains the preferred medium, they’re loyal to physical newspapers and magazines, social media use is limited and they are more sceptical about other digital use.