What You Need to Know About Marketing to Older Americans
Wednesday, April 9, 2014

If the target market for your legal services includes older Americans – those 65+ -- you will be interested in a new study out from Pew Internet Research on Older Adults and Technology Use that was released late last week.

Today, nearly 60% of Americans over the age of 65 go online, a six percent increase over one year ago.   Not surprisingly, older Americans continue to lag behind younger Americans when it comes to embracing technology:

However, the fact is that they are embracing it – 71% of older Internet users say they go online every day and 27% participate on social media networks. 

The study found that older Americans differ from the general population in terms of the devices they own.  While a majority of younger American adults own smartphones, for those 65+,  tablets and e-book readers surpass smartphone ownership.

When looking at the group of older Americans who use the Internet, certain demographic factors for this population stand out:

  • 74% of those aged 65-69 go online

  • 90% of online seniors have an annual household income of $75,000 or higher

  • 87% of online seniors have a college degree

  • More senior men than women are online (55% vs. 45%)

The research revealed that once seniors are online, the Internet quickly becomes a part of their daily lives.  Like other Americans, the most frequent use of the Internet is for email – which makes an e-newsletter an attractive tool for attorneys seeking to market to this older, richer and more educated demographic.

 

NLR Logo

We collaborate with the world's leading lawyers to deliver news tailored for you. Sign Up to receive our free e-Newsbulletins

 

Sign Up for e-NewsBulletins