Media Logic’s surveyed more than 450 men and women aged 63 and older on their media habits. As Medicare marketing experts, we want to understand how the pandemic has impacted the media preferences of seniors and to what degree. This knowledge enables us to make recommendations to optimize our clients’ Medicare AEP, New-to-Medicare and OEP campaigns.

1. Senior Media
Preferences
2021
Medicare Marketing Insights

2. ML Senior Media Preferences Study 2021 2
Have TV and the internet
maintained their position as
the favorite forms of media
for seniors?
Did social media usage
experience an extra surge
from the pandemic?
Have the increased
usage of telemedicine
and video calls caused a
media disruption?
For the fourth year, Media Logic’s surveyed more than 450 men and women aged 63 and
older on their media habits.
The COVID-19 pandemic has had an impact on almost every facet of life.
As Medicare marketing experts, we want to understand how the pandemic has impacted
the media preferences of seniors and to what degree. For example:
This knowledge enables us to make recommendations to optimize our clients’ Medicare
AEP, New-to-Medicare and OEP campaigns.

3. ML Senior Media Preferences Study 2021 3
Where seniors spend their media time
on a typical day
1- 60 minutes 1-2 hours More than 2 hours
Use the Internet
Watch TV/Cable
Listen to the Radio
Read the Newspaper
Read Magazines
Listen to Podcasts
Watching TV and using the internet continue to dominate senior media usage, with more than 50% of
seniors spending over 2 hours and 75% spending more than 1 hour on each during a typical day.
0% 20% 40% 60% 80% 100%
18%
10%
45%
53%
52%
15%
28%
29%
15%
5%
3%
3%
53%
55%
13%
1%
0.45%
2%

4. ML Senior Media Preferences Study 2021 4
Entertainment & news preferences
among seniors
While television is the primary media source for both entertainment and news, it is overwhelmingly
preferred for entertainment. On the other hand, seniors are more likely to utilize the internet and
newspapers for news than entertainment.
0 10 20 30 40 50 60 70 80
Television
Internet
Radio
Newspaper
Podcasts
Magazines
Other
Entertainment News
1%
1%
1%
0%
7%
7%
28%
1%
5%
5%
15%
16%
70%
44%

5. ML Senior Media Preferences Study 2021 5
Television
About 60% of seniors reported that at least sometimes they watch TV and use other media
(e.g., the internet, read a newspaper, etc.) at the same time.
Television is becoming increasingly fragmented
With high utilization across all senior age brackets and the variety of streaming services available
(e.g., YouTube TV, Sling, Hulu, DirecTV, etc.), in addition to on-demand platforms (e.g., Netflix,
Amazon Prime Video, HBO Max, Disney Plus, etc.), television media options like broadcast, cable,
and over-the-top (OTT) require an ongoing test-and-learn approach to maximize results.
Seniors subscribed to TV streaming services
65 and younger
66 and older
42%
57%

6. ML Senior Media Preferences Study 2021 6
Internet
While 87% of seniors use the internet on their computer or laptop, portable devices
such as smartphones (67%) and tablets (43%) are also popular.
#1
Email - 96%
The internet is part of everyday life
Seniors use the internet for a wide variety of activities. The top five uses are listed below and are
followed by social media, entertainment, watching videos, and keeping up-to-date on sports.
Top 5 reasons seniors use the internet:
#2
Shopping -81%
#3
News -72%
#4
Paying Bills -72%
#5
Research -64%

7. ML Senior Media Preferences Study 2021 7
Social Media
Led by Facebook, most seniors are using social media
More than 50% of seniors reported using social media on a typical day. Of those, more than 95%
use Facebook and two-in-three use YouTube. As new social media platforms emerge and others
gain/lose appeal, it’s advisable to keep an eye on demographic shifts and media options.
0% 20% 40% 60% 80% 100%
1-30 minutes 31-60 minutes More than 1 hour
Facebook
YouTube
Pintrest
Instagram
LinkedIn
Twitter
TikTok
Snapchat
52%
48%
22%
19%
23%
16%
22%
9%
3%/ .5%
3%/ .9%
.5%/ .5%
3%/ .5%/ .5%
5%/ .5%/ 0%
.9%/ 1%
21%
11%

8. ML Senior Media Preferences Study 2021 8
Radio Podcasts
More than half of seniors listen to the radio on a typical day
Among radio listeners, 84% reported listening to traditional broadcast AM/FM radio, maintaining its
position as the most popular mode of delivery. However, digital formats such as audio streaming
services and podcasts have grown over the past decade, especially among the younger Medicare
audience.
Seniors using audio streaming services Seniors listening to podcasts
65 and younger
66 and older
16%
33%
65 and younger
66 and older
6%
11%
65 and younger
66 and older
16%
33%
65 and younger
66 and older
6%
11%
When do seniors listen to the radio? “In the car” topped responses at 92%,
followed by “At home” at 67%.

9. ML Senior Media Preferences Study 2021 9
Newspapers
On a typical day, 46% of seniors read the newspaper
Survey results showed that local dailies (80%) are the favorite type of newspaper, followed by
national newspapers (35%) and local weeklies (14%). While digital readership has grown, particularly
among younger seniors, it’s interesting to note that print remains more popular for both groups.
Seniors reading PRINT Seniors reading DIGITAL
65 and younger
66 and older
78%
65%
65 and younger
66 and older
51%
56%
65 and younger
66 and older
78%
65%
65 and younger
66 and older
51%
56%
Although magazine readership remains popular, the long lead times for
regional buys prohibits local and regional health insurance carriers from considering
advertising in magazines.

10. ML Senior Media Preferences Study 2021 10
Smart Speakers
Smart speaker ownership and usage have plateaued
Thirty percent (30%) of seniors own a smart speaker, which has remained consistent over the past
few years. They’re primarily used for listening to music, getting a news/weather update, and for quick
answers to questions.
Music
News
Weather
Information
Smart Home
Entertaining
Shopping
26%
14%
13%
6%
4%
1%
Percentage of seniors that
own a smart speakers
Common uses of smart speakers
67%
No
30%
Yes
3%
not sure

11. ML Senior Media Preferences Study 2021 11
Virtual sales meetings appeal to a subset of seniors
Last fall, in-person general sales meetings were halted due to the pandemic, so Medicare sales
turned to virtual meetings. These virtual meetings had mixed results, but with lingering COVID
concerns and 15% of seniors at least somewhat likely to attend these meetings, it’s worthwhile to
continue offering virtual events and exploring similar alternatives (e.g., Facebook Live events).
77%
at least somewhat
unlikely
15%
at least
somewhat likely
8%
neither likely
nor unlikely
Percentage of seniors
likely to attend a virtual
sales meeting
Virtual Sales Meetings

12. ML Senior Media Preferences Study 2021 12
ZOOM stands apart when you can’t meet in person but want to meet face-to-face
Video conferencing platforms surged during the pandemic. With its easy-to-use and reliable software,
Zoom seized the opportunity to become the de facto video conferencing platform for both business
and personal communications. Unsurprisingly, our study found Zoom to be the most common
platform, used by almost three-quarters of seniors.
Zoom
FaceTime
Skype
Go-to-Meeting
Microsoft Teams
WebEx
73%
44%
31%
21%
12%
12%
Video Conferencing

13. ML Senior Media Preferences Study 2021 13
Telemedicine continues to experience impressive growth
Forty-eight percent (48%) of seniors reported using telemedicine to meet with a doctor or other
healthcare provider at least once, compared with 41% of seniors in last year’s study. In addition, the
percent of seniors that have never used telemedicine dropped from 59% to 50%.
50%
never
26%
sometimes
17%
once
5%
frequently
2%
not sure
Telemedicine usage
by seniors
Telemedicine

14. ML Senior Media Preferences Study 2021 14
About Media Logic
Media Logic is a national leader in healthcare marketing – providing strategic, breakthrough
solutions that drive business. Media Logic offers deep experience in branding and lead
generation, and is expert at turning research and segmentation data into actionable plans.
Leveraging more than two decades of health plan marketing knowledge, Media Logic
understands the nuances of Medicare, group and individual exchange prospects. From
traditional ad campaigns to retention efforts to content marketing, everything Media Logic
does is focused on generating results for clients…giving them an edge in a competitive,
constantly changing environment.
Learn more about Media Logic at medialogic.com and subscribe to our healthcare marketing
newsletter at medialogic.com/newsletter.
If you have any questions, please contact:
Jim McDonald
Director of Business Development
866.353.3011 ext. 274
jmcdonald@medialogic.com
14

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