This presentation was made at IxDA 13' in Toronto. "My grandparents use Facebook" is not something we would have heard a couple of years ago. But today, it is more common than we may think. Though young adults are the heaviest users of social media, older adults aged 65+ are penetrating the digital and social sphere faster than we can imagine. In fact, they are the fastest growing demographic on Facebook. Brands have no choice but to respond. Why is this happening, and what does this mean for us as innovators, strategists, and the culturally curious? This presentation will help us understand the digital practices of older adults, and opportunities it can create for the social and business models of our clients and brands.

1. Grandma Likes My Facebook Status
Older Adults in the Digital Enterprise
Azmina Karimi
Experience Designer at Crispin Porter + Bogusky
@azminak
akarimi@cpbgroup.com

3. Senior Texting Code
ATD At the Doctor’s
HGBM Had Good Bowel Movement
OMMR On My Massage Recliner
CBM Covered By Medicare
LMDO Laughing My Dentures Out

4. Stan, Grandma
said she poked you
and you haven’t
poked her back.
http://www.kulfoto.com/funny-pictures/34537/grandma-on-facebook

5. There’s something very special happening in
the marketplace right now.

6. More older adults are online than
we may know...
For the first time in HISTORY, 53% of adults
aged 65+ are online.
1/3 of them are on social networking sites.
http://pewinternet.org/Reports/2012/Older-adults-and-internet-use.aspx

7. They may be experiencing a learning curve,
but they ARE online.
http://www.gettyimages.ca/detail/photo/computer-disaster-royalty-free-image/157278687

8. And they’re not just on computers...
70% of seniors own a cell phone.
11% of online seniors use a tablet, up from 4% in 2004.
http://bit.ly/VkeTIO
http://www.gettyimages.com/detail/photo/grandma-and-her-smartphone-high-res-stock-photography/157921785#
http://www.gettyimages.com/detail/photo/looking-at-pictures-with-grandad-high-res-stock-photography/155170794

9. As designers, we already know that
accessibility is important in developing
products and technologies.
http://celljee.com/best-iphone-app-to-enhance-voice-command/
http://ets.berkeley.edu/images/apple-accessibility-logo?size=_original
http://leanne109.blogspot.ca/2011/07/create-your-own-book-trailer-easily.html

10. But, are we also inclusive of
the ONLINE community?

11. We’re seeing a constant growth in their
social media usage.
Social networking site use, 2005-2011
33%
26%
13%
7%
1%
2006 2007 2008 2009 2010 2011

12. Why are they going
ONLINE?

13. I decided to find out.

14. To deal with everyday tasks.
“I’m a practical techie. If it helps
me, I’ll have it. I use the computer
to do all our accounting. We also do
online banking, I watch my stocks and
shares, and go to BBC World.”
- Jane, late-60’s

15. To connect with family and friends.
“My youngest daughter, Facebook
and email is the best way to
communicate with her and then my
son, regular email works best with
him or phone, and then my oldest
biological daughter, it’s a toss-up...I
know it’s not that big of a deal but I’d
also like to learn texting, because my
kids text a lot.”
- Ernie, early-60’s

16. To feel YOUTHFUL.
“If you don’t live your life now, that’s
it…so I make up for the things I
couldn’t do before... I only get this
retirement once. I want to do these
things... This is my time. If I ever
end up in a wheelchair, I want to
learn even more things to do with
technology.”
- Sheila, early-70’s

17. To stay up-to-date and with the times.
“Years ago, communication was
not constant. Now technology is so
advanced that you are obliged to
keep in touch. When someone texts
me or sends an email message, I
answer them right away.”
-Norma, mid-60’s

18. http://wikiweba.blogspot.com/2010/07/flipboard-revolutionary-news-app-for.html

19. Older adults are tech-savvier than we may realize.
http://www.onedayimgonna.com/2011/12/my-tv-bff.html
http://www.gettyimages.com/detail/photo/smiling-senior-royalty-free-image/157397057

20. So, they’re online.
Why is this valuable?

21. http://www.businessinsider.com/passbook-apple-store-payments-2012-10

22. They have a lot more buying power.
30% more likely to purchase online
than younger users.
• 43% of all new cars are purchased by seniors.
• Per capita income is 28% higher than other groups.
• 79% of America’s financial assets are owned by seniors.
• Account for over 79% of all leisure travel spending.
• There are more people over 65 than teenagers in the marketplace.
http://www.soldonseniors.com/MarketStatistics.htm

23. They like to SHARE. A lot.
“Everybody phones me to find out stuff - I seem to
keep track of things well. I’m a living newspaper.”
-Linda, mid-60’s

24. They have more time.
The amount of time a senior will spend on the
average fan page is much longer than a teenager.
http://allfacebook.com/facebook-seniors_b61114

25. We’re an aging population...
By 2030, nearly half the nation will be aged 50+.
http://readwrite.com/2012/10/10/grandma-p0wns-tech#feed=/author/brian-proffitt

26. They listen, and want to be heard.
Listen up, brands!
http://www.gettyimages.com/detail/photo/group-of-senior-people-protesting-royalty-free-image/157529827#

27. “The loudest
generation.”
-Brian Proffitt
http://readwrite.com/2012/10/18/why-boomers-wont-release-their-deathgrip-on-technology

28. Brand Love
63% of online seniors agree that when they
find a brand they like, they stick to it.

29. Brand Loyalty
=
|
Increased Customers

30. Brand Loyalty
=
Engagement

31. KRAFT Macaroni and Cheese:
Old Birds, New Tweets

32. Meet Frankie and Dottie. 80-something year olds
who took over the brand’s social media accounts.

33. “Not to toot my horn, but pretty good for my
first on a phone camera! See Dottie, look at you.
Copying the youngsters!”

34. Timeless ladies with lots to say.
And many listened.

35. They helped bridge generations.

36. Social media posts from the pair
reached 11 million people.
27 YouTube videos with a total of
100,000 views.

37. Brand Loyalty
=
(that warm fuzzy feeling)

38. So, what can we do as
(Digital) Strategists?

39. It’s all about relationships.
• 31% interact because they like being associated with the brand.
• 60+% of consumers use multiple channels to connect with brands.
• 1/5 of US online adults frequently recommend brands, products, or
services they like to friends or family.
http://www.forrester.com/Gina-Sverdlov/research?N=10001+52757&range=504005&access=0&sort=3&source=hub#/Brand+Engagement+The+Consumer+Way/fulltext/-/E-RES82301

40. Connected
Passionate
Empowered

41. Make grandma and grandpa feel like they’re still hot!
https://www.facebook.com/photo.php?fbid=10151396929626203&set=pb.95485151202.-2207520000.1359182166&type=3&theater

42. Thank you
(grandma).
@azminak
akarimi@cpbgroup.com