Digital seniors - a heterogeneous customer segment
In early May, Pro Senectute published the study «Digital Seniors,» which contains representative data on Internet and mobile device usage among the 65+ generation. On Tuesday, the senior citizens’ organization presented a supplementary analysis—exclusively in *Werbewoche* as well.
The "Digital Seniors" study was published by Pro Senectute with the support of Swisscable and the Center for Gerontology at the University of Zurich. Pro Senectute and Werbewoche are now presenting the results of the additional analysis exclusively: seven clusters of online and offline users with information on their affinity for technology, use of devices and information behavior. Conclusion: senior citizens, a heterogeneous customer segment with a lot of untapped potential.
(Cluster in detailed view here)
The typologies take into account education level, income and affinity for technology, describe the use of the internet and various electronic devices as well as information behavior and the influence of the digital world on the life situation of senior citizens. This is the first analysis of this scientific depth for Switzerland and for this growing target group. This is currently a group of around 1.4 million people in Switzerland.
Digitalization creates new opportunities for claims
The needs of senior citizens in the individual online and offline categories are very heterogeneous. Segment-specific marketing is required to cover these needs. Two examples out of seven: The recently retired academic "E. Techie" is not only fascinated by technology, he also solves problems himself. With his smartphone always in his pocket, he surfs the Internet every day. When making purchases, quality counts, which is why he researches on the Internet in advance. The retired, older couple "K.&T. Typical" surf the internet daily, but only use their cell phone sporadically and do not own a smartphone or tablet. They are representatives of the middle class, but like to indulge in a little luxury every now and then.
The clusters cover around 82 percent of the total of 1.4 million retirees (as at the end of 2014).
