Mobile marketers should be targeting seniors, researcher claims

While some people may assume that smartphones and tablet computers are the domain of those under 50, it seems that more seniors are turning to handheld devices to interact with family members and even brands.

According to, Sian Rowlands from Hampshire-based Juniper Research thinks the UK’s businesses and marketers would be wrong to ignore older consumers when planning their mobile campaigns.

Speaking about mature consumers’ evolving attitudes towards modern technology, she said: “Senior citizens are becoming increasingly mobile-literate, and at an incredibly fast pace; marketing to them via mobile matters because if this opportunity is ignored, brands are going to lose out.

“The number of computer/mobile-literate senior citizens is only going to increase.”

These thoughts are echoed by the organisers of the Consumer Electronics Show (CES), which is taking place in Las Vegas this week. According to, there is a global market of around 450 million people between the ages of 50 and 68, many of whom will be at the peak of their earning and spending power.

Guests at this year’s expo even have the chance to visit The Silvers Summit. Offering information and talks on topics such as smart retirement homes and innovative healthcare equipment, the area is devoted to providing an understanding of how mature consumers use – and have the potential to use – technology in their everyday lives.