2020
9
UK Technology Habits of Over-55s Market Report 2020
2020-12-01T03:01:23+00:00
OX989988
2195
128151
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Report
en_GB
“The impact of COVID has accelerated tech adoption and habits for some of the over-55s, many of whom have tried services such as video calling for the first time. Additionally,…

UK Technology Habits of Over-55s Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Technology Habits of the Over-55’s market, including the behaviours, preferences and habits of the consumer.

While 3/10 of the UK population is over 55, with that demographic being more financially resilient compared to younger generations, only 9% feel that technology advertising ‘represents people like me’. With this lack of representation in adverts and other media, many over-55’s can feel undervalued by brands.

The COVID-19 pandemic has seen a large influx of Over-55’s using technology and online services, although this is mainly through necessity. With 68% saying they find is hard to keep up with technological progress, and 62% finding new technology daunting, brands will need to work on this barrier.

Increased reliance on technology could mean that many business models will have to change, with physical stores becoming a supporting role for the main online business. Businesses will also need to change their marketing focus, especially with the growing age of the population, helping to connect with the Over-55’s and helping their personal and working lives.

Read on to discover more details or take a look at all of our UK Technology and Telecoms market research.

Quickly Understand

  • The impact of COVID-19 on the technology habits of the over-55s.
  • Innovations targeted at, or likely to particularly appeal to, the over-55s.
  • Key factors driving the market for take-up of technology goods and services for the over-55s and predictions as to next growth categories in the technology sector for this group.
  • Over-55s’ technology ownership, activities and use of emerging technologies.
  • Attitudes and behaviours of the over-55s, including how they decide to make and evaluate technology purchases.

Covered in this report

Brands: Samsung, Apple, Facebook, Santander, Waitrose, Dixons Carphone, Age UK, Fitbit, TechSilver, Moneybox, GrandPad, Vanguard, John Lewis, Co-Op, Digital Unite, Post Office, Google.

Expert analysis from a specialist in the field

Written by Joe Birch, a leading analyst in the Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The impact of COVID has accelerated tech adoption and habits for some of the over-55s, many of whom have tried services such as video calling for the first time. Additionally, social distancing and shielding measures have meant a reliance on online grocery shopping and other online retail products such as household electronics. COVID’s impact may well be to provide a catalyst for a wider section of this generation to engage with technology more broadly out of the current confines of established technology products they are familiar with, to embrace categories such as wearables.
Joe Birch
Technology Analyst

Table of Contents

  1. Overview

    • Key issues covered in this report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on technology habits of the over-55s
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on technology habits of the over-55s, November 2020
    • The market
    • Three in 10 of the population is over 55
    • Older generations are financially more resilient
    • Over-55s are more likely to be savers than spenders
    • Companies and brands
    • Samsung targets older generations with health tech
    • Wearables focus on blood oxygen monitoring
    • Ease of use for new range of tablets hint at more inclusive tech for older generations
    • Online grocery shopping soars during lockdown as retailers eye long-term digital transformation
    • The consumer
    • Older generations only marginally more concerned about COVID-19 than younger generations
      • Figure 2: Consumer concern about the impact of coronavirus, 2-11 November
    • Older generations are more likely to spend nothing on technology purchases in the next three months
      • Figure 3: Consumer spending intention – technology category, October 2020
    • Over four in 10 over-65s say they are shopping online more as a result of the pandemic
      • Figure 4: Consumer behaviour under COVID-19, October 2020
    • Older generations’ use of wearables could provide longer-term growth opportunities for wider category
      • Figure 5: Personal ownership of technology products, June 2020
    • Emerging technologies show promising traction with older consumers
      • Figure 6: Emerging technology activities of the over-55s, August 2020
    • Over three quarters of over-55s have ordered from an online retailer in the last three months
      • Figure 7: Technology behaviours of the over-55s, August 2020
    • Nearly six in 10 read online reviews as part of the decision-making process for technology purchases
      • Figure 8: Over-55s’ attitudes to technology, August 2020
    • Over-55s make considered and thought-out decisions on technology purchases
      • Figure 9: Over-55s’ opinions on technology, August 2020
  3. Issues and Insights

    • COVID-19 can be a platform for long-term engagement for over-55s and tech
    • Better representation of over-55s in advertising can help brands unlock value from this segment
  4. The Market – Key Takeaways

    • Ageing population creates opportunities for tech
    • Intergenerational living may see households becoming more tech savvy
    • Older generations are financially more resilient and confident
    • Over-55s are more likely to be savers than spenders
    • Outside of health concerns, tech can help combat loneliness among individuals
  5. Market Drivers

    • Three in 10 of the population is over 55
    • The years of healthy life expectancy have stalled since 2011
    • Boomerang trend of young adults living in the family home set to continue
      • Figure 10: Summary age breakdown of the UK population, mid-2019
    • Older generations are financially more resilient…
      • Figure 11: Consumers’ financial situation, September 2020
      • Figure 12: Consumer sentiment for the coming year, by demographics, September 2020
    • …but over-55s are more likely to be savers than spenders
      • Figure 13: What extra money is spent on, by age, September 2020
    • Outside of health concerns, tech can help combat loneliness
      • Figure 14: Over-55s’ concerns relating to ageing, August 2020
  6. Companies and Brands – Key Takeaways

    • Samsung targets older generations with health management products and apps
    • New wearables deliver on key health indicators
    • New range of tablets hint at more inclusive tech for older generations
    • Banks offer digital services launch aimed to help over-55s manage finances
    • Online grocery shopping soars during lockdown as retailers eye long-term digital transformation
    • Dixons Carphone partners with Age UK as its headline charity partner
  7. Launch Activity and Innovation

    • Samsung targets older generations with health management products and apps
    • Apple and Fitbit focus on blood oxygen monitoring in wearables
    • Ease of use for new range of tablets hint at more inclusive tech for older generations
      • Figure 15: GrandPad tablet, 2020
    • Fintech and digital services launch aimed to help over-55s manage finances
    • Banks offer tools and support to help over-55s with online and mobile banking but take-up still slow
    • Online grocery shopping soars during lockdown as retailers eye long-term digital transformation
    • Dixons Carphone partners with Age UK as its headline charity partner
    • Digital champions and local groups help to bridge technological gaps during COVID-19
  8. The Consumer – Key Takeaways

    • Latent worries about COVID-19’s impact can be an inhibitor for tech purchases
    • Consumer technology ownership among over-55s is not far behind the average
    • Older generations’ use of wearables could provide longer-term growth opportunities for wider category
    • Emerging technologies show promise with older consumers
    • More than three quarters of over-55s have ordered from an online retailer in the last three months
    • Nearly six in 10 read online reviews as part of the decision-making process of technology purchases
    • Technology can help play an important role in over-55s’ sense of wellbeing
    • Over-55s make considered and thought-out decisions on technology purchases
    • Reflecting over-55s in advertising can help create connections that technology is for all
  9. Impact of COVID-19 on Consumer Behaviour

    • Older generations only marginally more concerned about COVID-19 than younger generations
      • Figure 16: Consumer concern about the impact of coronavirus, 2-11 November
    • Older generations are more likely to spend nothing on technology purchases in the next three months
      • Figure 17: Consumer spending intention – technology category, October 2020
    • Over four in 10 over-65s say they are shopping online more as a result of the pandemic
      • Figure 18: Consumer behaviour under COVID-19, October 2020
  10. Technology Ownership: Over-55s vs Other Age Groups

    • Consumer technology ownership among over-55s is not far behind the average
    • The over-75s can be drawn in by the usability of tablets
    • For more engaged over-55s, hybrid laptops can offer the best of both worlds
      • Figure 19: Personal ownership of selected technology products, June 2020
    • Older generations’ use of wearables could provide longer-term growth opportunities for wider category
    • Smartwatches can help abate health concerns of the over-55s…
    • …with a broader focus to be placed on early detection
    • COVID-19 accelerates health concerns, providing more opportunities for tech
      • Figure 20: Personal ownership of technology products, June 2020
  11. Technology Behaviours of the Over-55s

    • Emerging technologies show promising traction with older consumers
    • The use of voice commands is likely to become more habitual for the over-55s
      • Figure 21: Emerging technology activities of the over-55s, August 2020
    • More than three quarters of over-55s have ordered from an online retailer in the last three months
    • Presenting technology as an ‘enabler’ can help drive longer-term adoption
      • Figure 22: Technology behaviours of the over-55s, August 2020
  12. Decision-making Process for Technology Purchases

    • Nearly six in 10 read online reviews as part of the decision-making process for technology purchases
    • Trusted brands can foster long-term relationships with over-55s
    • Old fashioned word of mouth can be a valuable driver in the tech decision-making process
      • Figure 23: Sources of information in the decision-making process for technology purchases, August 2020
    • Over-55s look to multiple sources to educate themselves about tech purchases
      • Figure 24: Repertoire of sources of information in the decision-making process for technology purchases, August 2020
  13. Over-55s’ Attitudes to Technology

    • Technology can help play an important role in over-55s’ sense of wellbeing
    • Digital drop-ins can help consumers keep pace with tech advancements
    • Overcoming the fear factor can unleash technologies’ potential with older age groups
    • A step-by-step approach can break down barriers
    • Health issues are top concerns for the over-55 generation
      • Figure 25: Over-55s’ attitudes to technology, August 2020
    • Over-55s make considered and thought-out decisions on technology purchases
    • Focus on privacy can resonate with this generation and drive interaction
    • Reflecting over-55s more in advertising can help create connections that technology is for all
      • Figure 26: Over-55s’ opinions on technology, August 2020
  14. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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