Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Technology and the Over-55s - UK - January 2013

‘It is clear that as an age group, the priorities and requirements of the over-55s are different to that of younger consumers, with service and usability trumping more aesthetic concerns. Brands may not see seniors as their most profitable group, but products and messages tailored towards this sector could be highly rewarding, especially in product categories that are still evolving’.

– Paul Davies, Senior Technology Analyst

Some questions answered in this report include:

  • Why are smartphones far less popular with seniors?
  • How can brands better engage with over-55s through advertising?
  • Will the perceived decline in the standard of TV programming among seniors affect their purchasing of home entertainment?
  • Would the closure of electrical stores cause a decline in technology purchasing among the over-55s?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Device ownership trends
                • Figure 1: Ownership of technology products in decline, January and October 2012
                • Figure 2: Ownership of technology products in growth, January and October 2012
              • Proportion of over-55s set to increase
                • Figure 3: Trends in the age structure of the UK population, by gender, 2007-17
              • Seniors less likely use the internet
                • Figure 4: Percentage of internet users and non-users, by age, Q3 2012
              • The consumer
                • Device ownership
                  • Figure 5: Household ownership of products owned by more over-55s, by age, October 2012
                  • Figure 6: Household ownership of products owned by fewer over-55s, by age, October 2012
                  • Figure 7: Personal ownership of mobile phones, by age, October 2012
                • Purchasing influences
                  • Figure 8: Top five main purchasing influences of all adults, by age, October 2012
                • Research and purchasing journey
                  • Figure 9: Behaviours of those who own technology products, by age, October 2012
                • Knowledge and adoption levels of the over-55s
                  • Figure 10: Knowledge and adoption among the over 55s, October 2012
                • What we think
                • Issues in the Market

                    • Why are smartphones far less popular with seniors?
                      • How can brands better engage with over-55s through advertising?
                        • Will the perceived decline in the standard of TV programming among seniors affect their purchasing of home entertainment?
                          • Would the closure of electrical stores cause a decline in technology purchasing among the over-55s?
                          • Trend Application

                              • Trend: Why Buy
                                • Trend: Retired for Hire
                                  • Trend: 2015 Old Gold
                                  • Market Drivers

                                    • Key points
                                      • Consumer confidence hits highest level in 18 months
                                        • Figure 11: GFK NOP Consumer confidence index, January 2010-November 2012
                                      • Device ownership trends
                                        • Figure 12: Ownership of technology products in decline, January and October 2012
                                        • Figure 13: Ownership of technology products in growth, January and October 2012
                                      • Proportion of over-55s set to increase
                                        • Figure 14: Trends in the age structure of the UK population, by gender, 2007-17
                                      • Working over-55s provide an attractive target market
                                        • Figure 15: Lifestage of the over-55s, February 2012
                                      • Comfortable and content in retirement
                                        • Figure 16: Current financial situation, by retirement status, February 2012
                                      • Seniors less likely use the internet
                                        • Figure 17: Percentage of internet users and non-users, by age, Q3 2012
                                      • Two thirds of over-55s use one device to connect
                                        • Figure 18: Repertoire of methods used to access the internet in the last three months, by age, September 2012
                                    • Who’s Innovating?

                                      • Key points
                                        • Tesco’s ‘Super Silvers’ aim to tone down technology
                                          • Cambridge University aims to design technology for all
                                            • M&S target ‘silver surfers’ with iPad pods
                                              • One megabyte at a time
                                              • Ownership of Technology Products

                                                • Key points
                                                  • Device ownership
                                                    • Figure 19: Household ownership of technology products, by age, October 2012
                                                    • Figure 20: personal ownership of technology products, by age, October 2012
                                                    • Figure 21: Household ownership of products owned by more over-55s, by age, October 2012
                                                    • Figure 22: Household ownership of products owned by fewer over-55s, by age, October 2012
                                                  • Home entertainment
                                                    • Televisions
                                                      • Figure 23: Household ownership of televisions, by age, October 2012
                                                      • Figure 24: Household ownership of high-definition TVs, by demographics, October 2012
                                                      • Figure 25: Plans to purchase televisions within the next three months, by age, October 2012
                                                      • Figure 26: Amount spent on main TV set, by age, Q4 2012
                                                    • Blu-ray and DVD players
                                                      • Figure 27: Household ownership of DVD and blu-ray players, by age, October 2012
                                                      • Figure 28: Household ownership of Blu-ray players, by demographics, October 2012
                                                      • Figure 29: Plans to purchase Blu-ray and DVD players, by age, October 2012
                                                    • Computers and eReaders
                                                      • Device ownership
                                                        • Figure 30: Household ownership of computers and eReaders, by age, October 2012
                                                        • Figure 31: Household ownership of desktop PCs, by demographics, October 2012
                                                        • Figure 32: Household ownership of eReaders, by demographics, October 2012
                                                        • Figure 33: Plans to purchase computers and eReaders within the next three months, by age, October 2012
                                                      • Mobile phones
                                                        • Device ownership
                                                          • Figure 34: Personal ownership of mobile phones, by age, October 2012
                                                          • Figure 35: Personal ownership of smartphones, by demographics, October 2012
                                                          • Figure 36: Plans to purchase mobile phones within the next three months, October 2012
                                                          • Figure 37: Mobile phone ownership, by handset manufacturer, July 2012
                                                        • Other portable devices
                                                          • Figure 38: Ownership of other technology products, by age, October 2012
                                                          • Figure 39: Household ownership of SatNavs, by demographics, October 2012
                                                          • Figure 40: Plans to purchase other technology products, by age, October 2012
                                                      • Influences on Decision Making

                                                        • Key points
                                                          • Purchasing influences
                                                            • Figure 41: Influences on decision making when buying technology products, all consumers, October 2012
                                                            • Figure 42: Influences on decision making when buying technology products, over-55s, October 2012
                                                            • Figure 43: Influences on decision making when buying technology products, under-55s, October 2012
                                                            • Figure 44: Influences on decision making when buying technology products, by age, October 2012
                                                            • Figure 45: Top five main purchasing influences of all adults, by age, October 2012
                                                          • Demographic breakdown
                                                            • Figure 46: Purchasing influences, by gender, October 2012
                                                            • Figure 47: Purchasing influences, by age, October 2012
                                                            • Figure 48: Purchasing influences, by financial situation, October 2012
                                                          • Influences by product ownership
                                                            • Figure 49: Purchasing influences, by household ownership of televisions, October 2012
                                                            • Figure 50: Purchasing influences, by personal ownership of mobile phones, October 2012
                                                        • Research and Purchasing Journey

                                                          • Key points
                                                            • More seniors rely on bricks and mortar stores
                                                              • Figure 51: Behaviours of those who own technology products, October 2012
                                                            • Older men keen to find bargains online
                                                              • Figure 52: Behaviours of those who own technology products, by gender, October 2012
                                                            • Online research centres around specification and reviews
                                                              • Figure 53: Seniors who agree with the statement ‘I do my own research online before buying technology products’, by purchasing influence, October 2012
                                                            • Service and recommendations key for in-store browsers
                                                              • Figure 54: Seniors who agree with the statement ‘I like to see a product in-store before I purchase, by purchasing influence, October 2012
                                                          • Knowledge and Adoption Levels of the Over-55s

                                                            • Key points
                                                              • Two fifths of seniors turn to the young for education
                                                                • Figure 55: Knowledge and adoption of technology among the over 55s, October 2012
                                                              • Older women more dependent on younger generations
                                                                • Figure 56: Knowledge and adoption of technology among the over 55s, by gender, October 2012
                                                              • Over-65s say they know less but spend more than 55-64-year-olds
                                                                • Figure 57: Knowledge and adoption of technology among the over 55s, by age, October 2012
                                                            • Appendix – Ownership of Technology Products

                                                                • Figure 58: Household ownership of technology products, October 2012
                                                                • Figure 59: Technology products have in household, by most popular technology products have in household, October 2012
                                                                • Figure 60: Technology products have in household, by next most popular technology products have in household, October 2012
                                                                • Figure 61: Technology products have in household, by other technology products have in household, October 2012
                                                                • Figure 62: Most popular technology products have in household- over-55s, by demographics, October 2012
                                                                • Figure 63: Next most popular technology products have in household – over-55s, by demographics, October 2012
                                                                • Figure 64: Most popular technology products have in household, by demographics, October 2012
                                                                • Figure 65: Next most popular technology products have in household, by demographics, October 2012
                                                                • Figure 66: Other technology products have in household, by demographics, October 2012
                                                                • Figure 67: Most popular technology products have in household, under-55s, by demographics, October 2012
                                                                • Figure 68: Next most popular technology products have in household, under-55s, by demographics, October 2012
                                                                • Figure 69: Other technology products have in household, by demographics, under-55s, October 2012
                                                                • Figure 70: Technology products personally owned, October 2012
                                                                • Figure 71: Technology products personally owned- over-55s, by demographics, October 2012
                                                                • Figure 72: Technology products personally owned, under-55s, by demographics, October 2012
                                                                • Figure 73: Technology products personally owned, by demographics, October 2012
                                                                • Figure 74: Technology products plan to buy/upgrade in the next three months, October 2012
                                                                • Figure 75: Technology products plan to buy/upgrade in the next three months- over-55s, by demographics, October 2012
                                                                • Figure 76: Most popular technology products plan to buy/upgrade in the next three months, by demographics, October 2012
                                                                • Figure 77: Next most popular technology products plan to buy/upgrade in the next three months, by demographics, October 2012
                                                                • Figure 78: Other technology products plan to buy/upgrade in the next three months, by demographics, October 2012
                                                                • Figure 79: Most popular technology products plan to buy/upgrade in the next three months, by demographics, October 2012
                                                                • Figure 80: Next most popular technology products plan to buy/upgrade in the next three months, by demographics, October 2012
                                                                • Figure 81: Other technology products plan to buy/upgrade in the next three months, by demographics, October 2012
                                                                • Figure 82: TV location, 2009-12
                                                                • Figure 83: Amount spent on TV, 2010-12
                                                                • Figure 84: Main TV location, by demographics, 2012
                                                                • Figure 85: Second TV location, by demographics, 2012
                                                                • Figure 86: Third TV location, by demographics, 2012
                                                                • Figure 87: Amount spent on main TV, by demographics, 2012
                                                                • Figure 88: Amount spent on second TV, by demographics, 2012
                                                                • Figure 89: Amount spent on third TV, by demographics, 2012
                                                                • Figure 90: Trends in buying pre-recorded CDs, blu-ray discs, DVDs, music or film/TV programme downloads, 2009-12
                                                                • Figure 91: Buying pre-recorded CDs, by demographics, 2012
                                                                • Figure 92: Buying pre-recorded music downloads, by demographics, 2012
                                                                • Figure 93: Buying pre-recorded Blu-ray discs, by demographics, 2012
                                                                • Figure 94: Buying pre-recorded DVDs, by demographics, 2012
                                                                • Figure 95: Buying pre-recorded film/TV Programme downloads, by demographics, 2012
                                                            • Appendix – Influences on Decision Making

                                                                • Figure 96: Influences on decision making when buying technology products, October 2012
                                                                • Figure 97: Influences on decision making when buying technology products, over-55s, October 2012
                                                                • Figure 98: Influences on decision making when buying technology products, under-55s, October 2012
                                                                • Figure 99: Influences on decision making when buying technology products, by most popular technology products have in household, October 2012
                                                                • Figure 100: Influences on decision making when buying technology products, by next most popular technology products have in household, October 2012
                                                                • Figure 101: Influences on decision making when buying technology products, by other technology products have in household, October 2012
                                                                • Figure 102: Influences on decision making when buying technology products, by technology products personally owned, October 2012
                                                                • Figure 103: Influences on decision making when buying technology products, by technology products plan to buy/upgrade in the next three months, October 2012
                                                                • Figure 104: Influences on decision making when buying technology products, by most popular factors when buying technology products, October 2012
                                                                • Figure 105: Influences on decision making when buying technology products, by next most popular factors when buying technology products, October 2012
                                                                • Figure 106: Influences on decision making when buying technology products, by other factors when buying technology products, October 2012
                                                                • Figure 107: Design and ease of use as important factors when buying technology products, by demographics, October 2012
                                                                • Figure 108: Price as an important factor when buying technology products, by demographics, October 2012
                                                                • Figure 109: Trust in brand, level of customer service in-store and level of after-sales service as important factors when buying technology products, by demographics, October 2012
                                                                • Figure 110: Length of guarantee and recommendation from friend/family member as an important factors when buying technology products, by demographics, October 2012
                                                                • Figure 111: Positive reviews from other consumers online, positive reviews from professional sources and product specification as important factors when buying technology products, by demographics, October 2012
                                                            • Appendix – Research and Purchasing Journey

                                                                • Figure 112: Behaviours of those who own technology products, October 2012
                                                                • Figure 113: Behaviours of those who own technology products, by most popular technology products have in household, October 2012
                                                                • Figure 114: Behaviours of those who own technology products, by next most popular technology products have in household, October 2012
                                                                • Figure 115: Behaviours of those who own technology products, by other technology products have in household, October 2012
                                                                • Figure 116: Behaviours of those who own technology products, by technology products personally owned, October 2012
                                                                • Figure 117: Behaviours of those who own technology products, by most popular factors when buying technology products, October 2012
                                                                • Figure 118: Behaviours of those who own technology products, by next most popular factors when buying technology products, October 2012
                                                                • Figure 119: Behaviours of those who own technology products, by other factors when buying technology products, October 2012
                                                                • Figure 120: Behaviours of those who own technology products, by behaviours of those who own technology products, October 2012
                                                                • Figure 121: Behaviours of those who own technology products by demographics, October 2012
                                                            • Appendix – Knowledge and Adoption Levels of the Over-55s

                                                                • Figure 122: Knowledge and adoption among the over 55s, October 2012
                                                                • Figure 123: Knowledge and adoption among the over 55s, by most popular technology products have in household, October 2012
                                                                • Figure 124: Knowledge and adoption among the over 55s, by next most popular technology products have in household, October 2012
                                                                • Figure 125: Knowledge and adoption among the over 55s, by other technology products have in household, October 2012
                                                                • Figure 126: Knowledge and adoption among the over 55s, by technology products personally owned, October 2012
                                                                • Figure 127: Knowledge and adoption among the over 55s, by most popular factors when buying technology products, October 2012
                                                                • Figure 128: Knowledge and adoption among the over 55s, by next most popular factors when buying technology products, October 2012
                                                                • Figure 129: Knowledge and adoption among the over 55s, by other factors when buying technology products, October 2012
                                                                • Figure 130: Knowledge and adoption among the over 55s, by behaviours of those who own technology products, October 2012
                                                                • Figure 131: Knowledge and adoption among the over 55s, by demographics, October 2012

                                                            Companies Covered

                                                            • Apple, Inc
                                                            • Fujitsu Limited
                                                            • Google, Inc.
                                                            • Marks & Spencer
                                                            • Tesco Plc

                                                            Technology and the Over-55s - UK - January 2013

                                                            £1,995.00 (Excl.Tax)