In this blog, I share some insights about how to depict retirees in advertising and on websites.
Let’s ditch some stereotypes about older people and tech
Have you seen your grandma struggle to use a smart phone? Do you have her in mind when you are thinking about launching an app for your older customers?
By all means use that example if your target market is the same age as your grandma. But if Grannie is 80 and your target market is 60, I’d suggest that this not the right visual image for you. People who are in their sixties have been using digital resources for decades.
When researching or marketing to this age group, be very specific about age. You wouldn’t say your target market was ‘children’, because that could mean anyone from a newborn to an 18 year old. You wouldn’t even say ‘all teenagers’ would you?
Here’s some data
So if your target market is pre or post-retirees in Australia then you can assume that they will have a smart phone. Actually, don’t assume. Check out the data that ACMA provide. In 2021, 87% of Australians aged 65 to 74 had a smart phone. Use of all devices does go down after the age of 75 though.
The devices and apps older people use
Meet them where they are at
When marketing to this age group, the thing to remember is ‘meet them where they are at’. If they think in terms of Facebook, use the language of Facebook to talk to them about tech.
Remember too that older people – generally – have bigger vocabularies than younger people and lots of real world experience to draw on.
How to research this market
Contact us for more insights into how older people buy and use products and services.
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