According to the 2016 Census, 3.7 million Australians are over 65. That’s 1 in 6 Australians!
This means senior citizens constitute a large proportion of the consumer market, one set to grow rapidly in coming years as baby boomers approach retirement age. In fact, this group is projected to more than double to 8.7 million by 2056.
However, the over 65s are often overlooked by marketing and customer experience professionals alike, despite their considerable spending power, and being responsible for more than 20% of Australia’s internet traffic (AIMIA 2012).
The Reserve Bank of Australia reports older Australians, are more asset rich than their younger counterparts, and according to AIWH, 12% of people over 65 remain in the workplace, with 67% receiving a pension.
All things considered, this largely untapped market is an opportunity hidden in plain sight.
Based on learnings from a recent UX project for Anglicare’s website, Aine Hart explores some of the challenges and benefits associated with engaging older audiences on a digital platform, and discuss common flawed assumptions. “Older people are not tech savvy” probably being the most dangerous of them all!