Youth is a passé, enter the older adults

17th April, 2014 |© Spatial Access Private Limited

Youth is a passé, enter the older adults!

The digital age

That youth (read 12-29 years) gulps in a big bite of internet pie is already known. What

we tend to ignore is the role of older adults (read 50+) in the growth of the internet story

in India. There is a whole lot of older people adapting slowly but steadily to the internet

revolution. They have the capacity and time and now the purpose!

Adults are adopting fast as they now have the Intent – they browse a variety of topics –

which could be news, good bargains and convenience of shopping online, child’s

marriage or grandchild’s education. Once they are on it, they explore. My aunts now

order groceries from Localbanya.com, look for alliances for my cousin on Shaadi.com

and one even promotes her clothes boutique on Facebook! My dad texts me on

way2sms.com, which is surprising considering the fact that 2 years back these people

had no idea how to use the keyboard!!

It all started with emails as they precede the generation that travels far and wide for work

and email was the easiest and cheapest way of connecting to their kids. Once they knew

how to use it they were on a roll! These older internet users also have strongly positive

attitudes about the benefits of online information in their personal lives.


What was keeping them away all this while?

Physical challenges to using technology: Many seniors have health issues like

reducing eyesight and back problems that make it difficult to use new

technologies.

Skeptical attitude about the benefits of technology: Older adults who do not

currently use the internet are divided on the question of whether a lack of access

hurts them or not. Half of these non-users agree with the statement that “people

lacking internet access are at a real disadvantage because of all the information

they might be missing,”

Difficulties learning to use new technologies: A significant majority of older adults

say they need assistance when it comes to using new digital devices.

Some facts about internet usage in India today:

6.5% of the 40+ age group in India use the internet. This is a big number

considering the fact that overall internet usage in urban India is 16%

44% of 50+ age group and 51% of 40-50 age groups use it every day. Compare

this to our youth where only 43% visit the internet daily.

41% of older adults access it from home while only 21% youth do so (Rings a bell

to the internet service providers?)

49% older adults use the net for 1-2 hours regularly

Our aunts are not behind as 25% of users are women


Scope of increase in adult usage:

Mobility – less consumption of internet on the move through smart phones, tabs

etc. How to make them use internet on phone?

More user friendly devices/settings – to counter physical setbacks like reduced

vision and ease of browsing

Money saver – that internet is drastically cheaper than other modes of

communication is what lures the price conscious value seeking older consumer and

needs to be integrated while communicating to them.

Intent – give them more reasons to browse

Changing scenario:

Age of Skype – Children going abroad for work or education propels the use of

Skype since international calls are still very expensive from India.

Cheaper handsets and mobile internet plans – 3G and internet has reached rock

bottom rates. Top service providers offer plans from as cheap as ` 33 (for 180

day service) to ` 72. Who can stay away from it?

Cheaper data services – Internet is becoming cheaper every day with service

providers hurling on to reach your household. Broadband, data card, wireless –

too many options to avoid.

Government subsidy – HRD ministry is launching low cost tablets for `3999 to

increase internet penetration and promote education. Even tablet becomes cheap.

Thus though late adopters, older adults form a significant part of digital revolution and

will contribute much more in the future.


** Data source: IRS 2012 Q4

10 Lac+ towns considered for analysis

An extract by Shreyashi Dasgupta, Media Manager at Spatial Access Pvt. Ltd

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Youth is a passé, enter the older adults