Pandemic drives adoption of new online habits by seniors
Posted: Sat Feb 01, 2025 3:21 am
In social isolation, the public has become more accepting of new forms of communication and consumption through digital platforms. New behaviors can boost brands' business
The new coronavirus pandemic has triggered people over 60 to start using the internet more to consume products and search for news. To understand how this change in behavior occurs, given that this is a public considered more “analog” and resistant to changes and technological innovations, we launched the second study “ Elderly People, the Pandemic and Digital Inclusion ”.
In 1962, psychology professor Everett M. Rogers developed a theory called the “Adoption Curve,” which explained the phenomenon of why some people are more willing to adopt new behaviors and others are not. Within these principles, five groups stand out:
The idea indicates that there is a “ gulf ” between the “Early Adopters”, who will validate the products for the market, and the “Early Majority”, who are still in the process of adapting to the new. And so, the “gulf” was filled by “ need ”.
"With the pandemic, we were forced to adopt new line data products, technologies, methodologies and behaviors. People are not doing virtual meetings or shopping online because it is a natural choice, but because life imposes it."
Elaine Venga, Strategic Intelligence Manager.
In social isolation, older consumers found themselves needing to learn how to deal with new technologies. This problem was a determining factor in online consumption becoming a regular activity. In addition, to get closer to their families and friends, they began to accept new forms of communication through group calls on instant messaging apps, video conferencing platforms, among others. To give you an idea, in February and March of this year, the main questions that appeared on Google Complete were: “how to shop online”, “how to pay a bill online” and “how to make a video call”, thus highlighting the need for digital literacy. Some companies, such as banks, were able to anticipate this trend and have been investing for some time in tutorial videos to help this group install apps and use their digital channels.
The study paints a picture of a scenario in which brands have everything they need to boost their business. Companies need to actively participate in the digital inclusion of these consumers, creating communication and offering products or services that are more targeted to them. Furthermore, it is strategic to invest in platforms that are as user-friendly as possible, with appropriate language, intuitive design and interface, easy to understand and using a tone of communication related to this audience, who are fully willing to buy, use apps, get information and live well and better every day.
"The current situation, however worrying it may be, can be transformative for brands' digital marketing strategies. These consumers no longer want to be called old. We found data that shows that 35% of mature consumers are gamers and use Facebook, YouTube, Google and WhatsApp heavily. Brands need to be where this group, which has purchasing power and a thirst for learning, is. This will increasingly make a difference in the results of their businesses."
The new coronavirus pandemic has triggered people over 60 to start using the internet more to consume products and search for news. To understand how this change in behavior occurs, given that this is a public considered more “analog” and resistant to changes and technological innovations, we launched the second study “ Elderly People, the Pandemic and Digital Inclusion ”.
In 1962, psychology professor Everett M. Rogers developed a theory called the “Adoption Curve,” which explained the phenomenon of why some people are more willing to adopt new behaviors and others are not. Within these principles, five groups stand out:
The idea indicates that there is a “ gulf ” between the “Early Adopters”, who will validate the products for the market, and the “Early Majority”, who are still in the process of adapting to the new. And so, the “gulf” was filled by “ need ”.
"With the pandemic, we were forced to adopt new line data products, technologies, methodologies and behaviors. People are not doing virtual meetings or shopping online because it is a natural choice, but because life imposes it."
Elaine Venga, Strategic Intelligence Manager.
In social isolation, older consumers found themselves needing to learn how to deal with new technologies. This problem was a determining factor in online consumption becoming a regular activity. In addition, to get closer to their families and friends, they began to accept new forms of communication through group calls on instant messaging apps, video conferencing platforms, among others. To give you an idea, in February and March of this year, the main questions that appeared on Google Complete were: “how to shop online”, “how to pay a bill online” and “how to make a video call”, thus highlighting the need for digital literacy. Some companies, such as banks, were able to anticipate this trend and have been investing for some time in tutorial videos to help this group install apps and use their digital channels.
The study paints a picture of a scenario in which brands have everything they need to boost their business. Companies need to actively participate in the digital inclusion of these consumers, creating communication and offering products or services that are more targeted to them. Furthermore, it is strategic to invest in platforms that are as user-friendly as possible, with appropriate language, intuitive design and interface, easy to understand and using a tone of communication related to this audience, who are fully willing to buy, use apps, get information and live well and better every day.
"The current situation, however worrying it may be, can be transformative for brands' digital marketing strategies. These consumers no longer want to be called old. We found data that shows that 35% of mature consumers are gamers and use Facebook, YouTube, Google and WhatsApp heavily. Brands need to be where this group, which has purchasing power and a thirst for learning, is. This will increasingly make a difference in the results of their businesses."