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

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Web

Bro

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Emai

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Cale

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Face

book

Web

Bro

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Emai

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New

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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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Sachs Insights

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