More active than you think: How 65+ are Consuming Digital Marketing
By: Payton Miller
We often think that the only ones using social media are tech-savvy Gen Z’ers. However, digital marketing is evolving with every day that passes, and one demographic has mainly grown its presence online - retirees & seniors. Thats right! The same generation we consider as resisters to social media are the same ones with the highest use increase in past years. Digital marketers who are missing this demographic are missing out on a key market that they could be selling to and targeting. Throughout this blog, my goal is to prove to you that the 65+ demographic is just about as online as any of us, and they tend to be the group that has more spending capabilities, as well as time.
Seniors & Their Digital Footprints
The 65 and over’s internet use has SKYROCKETED in the past 20+ years, making them a big target for digital marketing strategies.
According to a survey done by the Pew Research Center in 2024, “ 90% of adults ages 65+ are online, compared with 98% of those ages 50–64”(Creating Results, 2023). People over 65+ have shown a significant increase in their use of digital media since the pandemic started in 2020. Although every age demographic has had a steady increase in internet usage throughout the past 20 years, there is a visually clear increase in the 65+ age group.
https://creatingresults.com/blog/2025/03/13/what-do-seniors-do-online-2025-data-for-marketers/
As the graph by the Pew Research Center shows, since the year 2000, the 65+ age group’s use of the internet has had the most noticeable increase. Starting at below 20% of internet usage in 2000 the percent has skyrocket to over 80% in 2024.
Source: https://www.pewresearch.org/internet/fact-sheet/internet-broadband/
What are 65+ Doing Online?
Internet browsing, communication, and retail shopping are among the top 3 services that seniors are using according to AARP. Internet browsing takes first place, accounting for 81% of use. Communication is tailing behind that with 80%, and retail and shopping account for 79% of senior’s online activities. These are internet habits that digital marketers should be paying attention to, because its another big demographic that they could be benefitting from.
Have Times Changed?
Yes, times have changed, the 65+ crowd is adapting to technology. As technology adoption among older adults evolves, marketers have a unique opportunity to build lasting relationships with this audience. The key for digital marketers is understanding this demographic’s behaviors, providing an integrated user experience, and creating value-driven content that aligns with what they believe in. Now more than ever, the 65+ audience are online this demographic is scrolling, shopping, and engaging with digital content daily. From social media to web browsers and online shopping, this demographic is more connected than many realize.For the digital marketing world this means a shift needs to happen, the 65+ crowd is ready and able to consume, engage with, and respond to targeted online messaging.
What are Some Ways to Market to Seniors?
It is ESSENTIAL that digital marketers to pay attention to the 65+ audience. This is because they are a quickly growing, engaged, and often financially stable demographic online. The 65+ demographic typically has the time to consume media, and digital content because typically this demographic is retired with some disposable time. Digital marketers need to understand this demographics habits to ensure they are reaching them efficently. Seniors spend time researching, shopping, and making purchases digitally—just as much as younger generations. By marketers leaving this group out, brands miss a valuable opportunity to connect with a stable audience that has both the time and spending power. If you get anything out of this blog, please undersatnd that seniors/ 65+ are online, they’re paying attention, and they’re ready to interact with digital content.
According to Keegan Edwards, marketing to the 65+ community is often overlooked. He gave some valuable insight into how digital marketers can effectively reach the 65+ crowd.
Be sure your tone is respectful and easy to understand.
Understand what they want to see. Whether that be health products, financial-related services or community-based services.
Make sure they can feel trust in you. Build relationships with them, be transparent, and provide information that is clear to them from the jump.
Source: https://keeganedwards.com/marketing-to-seniors-strategies-to-win-over-an-overlooked-audience/
Other Useful Articles on This Topic:
The Light at the End of the Tunnel: Marketing to Seniors by Peter Buell Hirsch: https://www.ogilvy.com/ideas/light-end-tunnel-marketing-seniors
14 Tips for Marketing to Seniors in 2024 by Rachel Handley: https://www.semrush.com/blog/marketing-to-seniors/
6 Ways To Target Seniors More Effectively In Digital Marketing by Lee WilsonL: https://www.searchenginejournal.com/digital-marketing-to-seniors/312545/