- Seniors see themselves as significantly more technologically engaged than the generation following them (i.e., their adult children) sees them as being. 47% of seniors say they use a desktop computer more than an hour a day, but adult children's perceptions of their parents' desktop usage were significantly lower, at only 13%.
- 29% of seniors say that they use a laptop computer an hour or more each day, while their adult children believe only 8% of their parents use laptops that often.
- Marketers of senior communities should recognize that they may have a faulty view of seniors 75+ and their digital connectedness.
This study, conducted by the Zion & Zion market research team, was based on a nationwide survey of seniors (age 75+) and their adult children. A total of 1,021 responses were collected to understand the degree of bias in how seniors' digital technology usage is viewed by the generation preceding those seniors. Authors of the study are Aric Zion, MS; Morgan Gardea; Peter Juergens, MA; Thomas Hollmann, MBA, PhD.
About Zion & Zion
Based in Tempe, Ariz., Zion & Zion is a full-service national marketing firm specializing in marketing strategy, advertising, public relations, social media and interactive services. The work of the Zion & Zion team includes local, national and international brands, including ARS/Rescue Rooter, Bank 34, BD, Barro's Pizza, Bill & Melinda Gates Foundation, Casino Del Sol, Chas Roberts, Sun Health, Westin Hotels & Resorts, University of Dubuque, and Verra Mobility. Learn more at www.zionandzion.com, follow @ZIONandZION on Twitter, follow Zion & Zion on LinkedIn, and Like ZIONandZIONAgency on Facebook.
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