Increasingly immersed in the digital universe, people over 60 want consumer experiences and for brands to speak their language and act coherently
Brands are targeting a growing audience: consumers aged 60+. They are increasingly active, demanding, connected and decisive when it comes to online consumption. And don't think that just because they are seniors, their main interest lies in the consumption of pharmaceutical products, for example. These "not so" seniors are searching for a variety of categories, such as clothing, food, tourism, courses, adaptation solutions, beauty and personal hygiene products, and language and exchange classes.
In order to understand the behavior of this new generation of seniors, we launched the study “ The Third Age in the Digital Age ”. Our Research and Planning Center compiled official figures released by national and international health and statistics agencies, as well as associations and specialized media outlets. This data was added to the information found line data by partner social media monitoring and business intelligence tools. All of this analysis showed us that the highlight of seniors’ behavior in the digital world is the increased habit of searching for a product on the internet and making the purchase online.
Even before the reality of the new coronavirus pandemic and the need for social isolation, people over 60 were already developing an online behavior. Proof of this is the fact that two out of ten seniors use the internet to shop, and their smartphone is their main means of access. We found that this audience wants to travel, dance, go to the gym, date, go to the theater, go to the movies, and do everything that any normal, healthy citizen does. In other words, they want to have consumer experiences and for brands to speak the same language and deliver products that are consistent with them.
Elaine Venga, Strategic Intelligence Manager.
The conclusion of our study is based on data from entities such as SPC Brasil and the National Confederation of Retail Managers (CNDL), which indicate that, among “Baby Boomers” (born between 1946 and 1964), researching and buying are the third and fourth most important online activities, after news and social media (49% of seniors have this habit). Another point in favor of digital commerce for this group: they prefer to have products delivered to their home, even if they are more expensive and increase the average ticket price*.