Report: When marketing to seniors, drop the humor and emotional pleas

More and more consumers ages 55 and above are using streaming services, smart speakers, mobile devices and other tools—but are impervious to ads that tug on viewers’ heart strings.

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Despite stereotypes, older consumers are embracing technology and digital platforms—but still seek specific marketing messages.

Though 41 percent of people in the United States think consumers ages 55 and above don’t understand or enjoy using technology, a recent report by the Age of Majority and Head Solutions Group reveals otherwise.

Senior consumers might not be early adopters to social media platforms or enthusiastically embrace the newest technology offerings, but they’re no strangers to technology—especially when it comes to streaming services, dating websites, mobile devices and smart speakers.

Thirty-seven percent of people 55 years and older have either canceled their cable and satellite TV plans—or plan to do so in the next two years. In comparison to 69 percent of millennials, more than half of senior consumers (56 percent) have switched or are planning to switch to a streaming service, such as Amazon Prime Video or Netflix.

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