Future design:
Internet by seniors
The future knocks on door
We are heading for a new historic moment: for the first time, there will be more people over 60 than younger people in the next 30 years. This fact makes us reflect on many aspects of society: way of life, health, well-being, and especially technology.
We can see through the current population in the third age that there are particularities of use in relation to younger people, considered digital natives (that is, who were born connected to the internet, with computers and smartphones present in their daily lives). Therefore, the intent of this research is to understand how this situation is today, what the usage routine is, and what the biggest difficulties of this target audience are in relation to internet use and adherence, in order to project a vision of the future and reflect on digital solutions that benefit not only our elderly, but the elderly that will arrive in the next decades.
Our method
In this stage, we collected and listed news, articles, surveys, reports and other secondary data which make it possible to understand how the use and adherence of the internet by senior citizens is. This data was classified into global, which has an international source, and local, from Brazilian institutions.
To complement the desk research, we conducted an introductory online survey to get a comprehensive understanding of how senior citizens use the internet. We received 213 replies from people between 60 and 92 years old from different profiles and regions of Brazil.
In this stage, we interviewed 20 people from the target audience who completed the survey and 2 specialists in Design, Technology, and similar areas who work in the companies for the applications most used by this audience.
The interview was conducted remotely and virtually, through a video call platform. Some participants had difficulty in accessing and understanding the functionalities of the platform.
| AGE RATES | REGIONS | ||
|---|---|---|---|
| 60-65 years | 35% | Southeast* | 40% |
| 65-70 years | 25% | Northeast | 20% |
| 70-75 years | 25% | South | 20% |
| 75-80 years | 10% | North | 10% |
| more than 80 years | 5% | Midwest | 10% |
| * The sample from the Southeast was divided between capital and inland cities. | |||
Based on the data studied and analyzed, we understand what the future trends are in relation to the theme. They are classified into macro trends (which are more general in scope) and micro trends, which are part of a larger trend.
Based on all the knowledge acquired, we project suggestions that design and technology companies can make in order to adapt to the trends we found.
Gray future
The world population over 60 will overtake the younger population in the next 30 years and will double in number. The proportion and speed of aging of the population varies according to the region of the world: Europe has the largest share of people aged 65 and over (16%), but there is a fervent growth in several countries in Asia.In Brazil, the scenario is no different: The number of Brazilians over 30 will hit a record high in 2021, reaching 56.1% of the total population of 212.7 million people.
According to data from the National Continuous Household Sample Survey (PNAD Contínua), by the Brazilian Institute of Geography and Statistics (IBGE), this percentage had an increase of 7.6% compared to 2012, the beginning of the historical series, which indicates that the country’s population is older.
“This drop is a reflection of the sharp decline in fertility that has been occurring in the country in recent decades and that has already been shown in other IBGE surveys.” Gustavo Geaquinto, IBGE RESEARCH ANALYST.
Retired only on paper
Millions of seniors retire each year. A survey by the Pew Research Center shows that the number of retired Americans has increased by the year 2020. However, this does not mean that they are not working. 1 in 7 people in the US do not intend to retire before age 70.
Having extra income is one of the factors. The Employee Benefit Research Institute (EBRI) has studied that the average annual income of US citizens is not enough to keep up with costs, especially for health care, and 40% of them are at risk of resorting to debt or going on welfare. Family and friends also help with this issue.
In Brazil, 70% of Brazilians are retired, but 21% continue working.
According to the CNDL, 90% of the Brazilian senior citizens still actively contribute to the family budget, with 43% being the main breadwinners. But for 48% of the cases, work is a resource to keep the mind active.
The Internet in the pandemic
According to the CNDL survey, there was a 12% increase in the use of the Internet by senior citizens. The isolation factor during the pandemic impacted this issue, since the elderly were the public most at risk.
The same study revealed an advance in internet use across all generations compared to 2019. The number of people owning a smartphone increased across all ages, but for the elderly population, it was more significant: an increase of another 5%.
Even with the pandemic scenario under control, the habit has not changed: the frequency of access is high. 99% of people over 60 use the Internet every day. And among the activities performed, social networks are at the top (77%), followed by reading news (68%) and sending instant text messages (57%).
“Pandemic has further accelerated the digital transformation process, and with the elderly it was no different. Many have started using social networks and videoconferencing to keep in touch with family members and stay informed. Not to mention the need to make purchases in a safer way” José César da Costa, president of CNDL.
Older people’s internet behavior is not so different from younger people: they are interested in apps and activities that benefit their daily lives, whether it’s researching, chatting, or even playing games. Wunderman Thompson Intelligence, in its report on metaverse, found that 33% of the generation born between 1945 and 1964 (Baby Boomer) are getting into Fortnite and 67% are playing Animal Crossing: New Horizons, console games known among teenagers and young adults.
In Brazil, games are not as popular. WhatsApp is the most used app among the elderly population (98%), followed by Facebook (71%), Youtube (74%), and Instagram (69%).
A UNATI/UEM survey reports that this public uses these social networks as means of information, shown as entertainment. In the isolation period, watching lives, shows, physical activity classes, and meditation was essential to stay mentally healthy.
Information is the biggest motivator for using the internet among the elderly
Our survey showed that 59.2% of the sample started using the internet to stay informed. Other reasons were to talk to friends and family (55%), to update with new technologies (52%), and to work (42%).
Help is needed
44.1% of the senior citizen public relied on family and acquaintances to teach them how to use the Internet, while 26% learned on their own, and 21% learned while working. Despite this, 78% of the sample no longer needs help to carry out their activities on the Internet.
8 OUT OF 10 TECHNOLOGY-SAVVY SENIOR CITIZENS ARE WOMEN.
Android is the most used system among the senior population. The most popular brands of cell phones are Samsung and Motorola.
“AS I DO LIVES ABOUT DIABETES, BECAUSE I HAVE HAD DIABETES FOR MANY YEARS, I WAS HELPING PEOPLE. SO ON MY INSTAGRAM I HAVE A LOT OF FOLLOWERS, BUT I DON’T PAY MUCH ATTENTION TO THEM AND I’M KIND OF LOST TO ANSWER WHAT THEY ASK ME, WHAT THEY DO, WHAT THEY SAY.”
C. W, 92 YEARS OLD
Macro trends
PRESENCE
COMMUNICATION
INSURANCE
MACRO #1: Virtual presence
Virtual presence
Anyone who thinks that it is only the younger generations who will dominate the Internet, you are mistaken. By 2050, 1 in 6 people will be over 60. This is the first time that the older population will outnumber the younger ages.
And with this, more and more senior citizens are gaining space in the virtual media, even appearing the so-called Oldfluencers, or elderly influencers. Although this is not yet such a strong trend in Brazil, worldwide it is something that is gaining notoriety.
The space in the job market
The older population keeps working longer and is increasingly present in the job market. Even after retirement, senior citizens are the main breadwinners in many families. Work, therefore, becomes a considered option for earning income or even to keep their minds active. In our survey, 35% of the interviewees continue working, and half of them had more than one paid activity. Despite this strong presence in the labor market, companies do not give priority or opportunities to people aged 60 and older, making hiring or re-hiring a more complicated process. In our survey, job application platforms and the online selection process were a point of complaint for 15% of respondents. With the exception of only one respondent in our survey, the others are self-employed, through trade or service consultancies.
How to make room for older people in the labor market?
“I WENT TO WORK IN A GROUP OF A COMPANY THAT HAD MORE THAN 50 DEALERS, SO YOU HAD MEETINGS. SUDDENLY I WORKED THERE IN THE MIDDLE OF ALL THOSE YOUNG PEOPLE. THEN THE PEOPLE WOULD LOOK AT ME USING MY CELL PHONE, AND I MANAGED TO KEEP UP WITH THEM. THEY WERE ALWAYS AMAZED: ‘WHAT IS THIS GRANDFATHER DOING HERE?’”
S.G, 74 YEARS OLD
The technological advance
Today, almost all services and professions need the Internet. Regardless of the electronic device, the internet is mandatory, either to use a program on the computer or even to advertise a service on some social network.With the increasingly digitized processes, the generation that was not born in the digital age also needs to adapt. 60% of the heavy-users interviewed were introduced to the Internet through their work and have since evolved the devices more easily. However, this affects an issue we’ve already noticed: whether companies don’t provide opportunities for older people to stay in the market, how are they going to adapt to the new technologies and software that are being developed in the market? 15% of the interviewees say they have difficulty in keeping up with the launches of these new technologies, both financially, to buy new devices, and to update the software of the devices they own.
How can they adapt to technological advance in a more intuitive way?
“ABOUT THE INTERNET, APPLICATIONS AND SMARTPHONES, ONE THING THAT REALLY UPSETS ME IS WHEN MY SMARTPHONE IS OUT OF DATE, MAN. THEN I REALIZE THAT I’LL HAVE TO SPEND MONEY, THAT IT’S NOT WORKING ANYMORE.”
E.Z, 60 YEARS OLD
The vision of brands
Despite the rise of senior citizens in media and internet channels, they don’t feel represented by the brands they use, especially if it’s a digital product. The technical manager of a large delivery company shared that he understands the importance and urgency of looking at the elderly and covers accessibility projects, the company has no focus on elderly users, and has no research material or innovation plans designed for this target audience. “Therefore, it is essential to offer more protagonism to this generation and take better advantage of consumption opportunities among this public,” says Eduardo Alves, head of go-to-market & field marketing at Kantar Ibope Media.
How do the big brands and multinational companies see the elderly in their products?
“LOOK, WE DON’T DEAL WITH ACCESSIBILITY FOR THIS PUBLIC, I DON’T KNOW IF WE WILL HAVE THAT MUCH TO CONTRIBUTE. I THINK THAT WHEN WE TALK ABOUT THE ELDERLY POPULATION, WE HAVE A VERY LARGE GRANULATION, YOU KNOW? WE TEND TO THINK THEY ARE A SINGLE GROUP, BUT OBVIOUSLY, THERE ARE MANY PUBLICS AND MANY DIFFERENT GROUPS WITHIN IT. AND I THINK THIS IS IMPORTANT TO BE CONSIDERED EVEN FOR THE SOLUTIONS, BECAUSE THE PAINS ARE NOT THE SAME.”
T.F, DESIGNER MANAGER
MACRO #2: CONNECTED COMMUNICATION
Connected communication
The biggest milestone of the year 2022 was the Covid-19 global pandemic, which brought cause for isolation and health concerns, especially for the aging population.
During this period, there was a need to stay informed and in touch with other people at a distance. The Internet, therefore, was widely used for this purpose. The elderly were forced to go digital in order to communicate with friends and family, and this developed a new form of communication and processes that continues to this day. Activities that used to be face-to-face are now remote and online. Issues that you used to call, today you send messages.
Trojan Horse
With technological advances accelerating and the momentum brought on by the Covid-19 pandemic, there is a need for the population to adapt to new processes.
20% of the sample of respondents had no choice: they started using an internet-connected device as a gift from their children, who wanted to keep in touch through instant messaging and social networking. And, with this, there is a curious relationship: because they didn’t seek it of their own free will, they settled for learning all the functionalities, keeping only the basic ones related to sending messages and viewing social networks.
10% of the respondents stated that they dislike the internet and exposing themselves on the internet, and they only use the internet exclusively to contact these family members.
How to get the population that is not digital native interested in the internet?
“I AM NOT LIKE MANY PEOPLE WHO KNOW HOW TO USE EVERYTHING. I DON’T LOOK IT. I DON’T KNOW. IF I TELL YOU THAT I KNOW IT IS A LIE, I ONLY LOOK AT FACEBOOK AND THERE I SEE THE LITTLE JOKES OF THE APPLICATION. FACEBOOK, INSTAGRAM, I ONLY DO WHAT I KNOW HOW TO DO. AND THE CELL PHONE, ANSWER IT AND EVERYTHING. BUT TO USE IT AS MANY PEOPLE DO AND KNOW HOW TO DO EVERYTHING WITH A CELL PHONE, I DON’T KNOW HOW. I CAN’T EVEN TELL YOU IF I WOULD BE INTERESTED (IN LEARNING MORE).”
C.L, 75 YEARS OLD
Bringing together those who are far away
Communicating with the people you care about is an important factor. In cases of isolation and distance, a phone call is often not enough. For 35% of the respondents to our study, keeping in touch with family and friends who live far away was the main motivator for having a cell phone that accesses the Internet.
The Internet has made it possible for people of the non-digital generation to get back in touch with people who would not have been possible without the existence of a computer or smartphone, such as schoolmates, college friends, or relatives in their home city, state, or country.
In contrast, the generation that didn’t grow up connected all the time understands that although it brings closer those who are far away, it distances those who are close by, living together in person. 15% of the interviewees have this perception, especially with Generation Z children or grandchildren.
How to break this prejudice and bring more interaction on and off the Internet?
“PEOPLE ARE VERY, VERY ATTACHED TO THEIR CELL PHONES. YOU GO OUT AND YOU SEE THAT THERE IS NO CONVERSATION ANYMORE. I HAVE MANY FRIENDS THAT WE GO OUT AND IT IS HARD TO HAVE A CONVERSATION, BECAUSE WE ARE ALWAYS SHOWING PHOTOS, SHOWING VIDEOS, SHOWING THINGS. YOU CAN’T REALLY HAVE A PERSONAL CONVERSATION, YOU KNOW?”
S.L, 61 YEARS OLD
Send it on Zap
Internet communication, already very present, has been boosted by Covid-19’s isolation and has fallen into the taste of the senior citizen population. Messages, audio, and video calls have become recurrent tools in daily life to talk to friends, family, and other people in general.
Our study shows that WhatsApp is the most used tool for this purpose, and is by far the most used application by this audience. In 10% of the cases present in our survey, it may be the only app they use on their cell phone. In addition, social networks such as Facebook and Instagram are also present as a way of contacting people.
How to get senior citizens interested in using other resources on the internet besides communication?
“(I STARTED USING THE INTERNET) TO BE ABLE TO INTERACT WITH VARIOUS THINGS AND VARIOUS SUBJECTS AND PEOPLE. AND I FOUND SEVERAL FROM COLLEGE, FROM SCHOOL, FRIENDS. IT’S FASCINATING.”
I.D., 67 YEARS OLD
The Internet is foreign
The internet is a specific universe. There are words, terms, concepts and meanings that, for non-natives of the digital age, can be difficult to follow.
In our survey, 25% of the interviewees highlighted that they have difficulty in understanding English terms, very present in internet language, and depending on the situation these terms become an impediment to proceed with some action.
How to make internet language more inclusive?
How to teach the elderly population the terms of the internet?
“I THINK IT’S KIND OF COMPLICATED, MAINLY BECAUSE THE WORDS USED ON THE INTERNET ARE WORDS THAT I DON’T KNOW. IT’S A LOT OF WORDS AND MOST OF THEM I DON’T KNOW, SO I HAVE TO ASK AROUND. NOWADAYS, WE KNOW THAT BRAZIL IS A COUNTRY WITH A VERY HIGH PERCENTAGE OF ILLITERATE PEOPLE, INCLUDING ME. AND TODAY EVERYTHING IS IN ENGLISH. AND PEOPLE CAN’T EVEN SPEAK PORTUGUESE. EVERYTHING IS IN ENGLISH.”
K.V, 75 YEARS OLD
“We have a lot of behavior, not our most relevant, but it’s big enough, of people asking other people. So I’ll order for my mother, for someone else, and that’s very common. So sometimes an elderly person who doesn’t feel very comfortable or doesn’t understand much, Sometimes he has another adult or a young person along who makes those requests for him.”
T.F, DESIGNER MANAGER IN DELIVERY APPLICATION
MACRO #3: ONLINE INSECURITY
Online insecurity
The internet has information about everything and everyone. While many find this fantastic and it enables a vast world of knowledge and contact, for senior citizens it becomes a cause for concern.
The imminent fear of being scammed, using unreliable shopping sites, or making mistakes in transactions is alarming to seniors, to the point where they limit their internet use and do not use shopping applications or applications that require registration. In our survey, 35% of respondents are afraid of or have received scam attempts on the internet.
Beware of fake news
The internet is a vast world of information, but not all of it is true. In Brazil’s presidential elections in 2022, we saw how much news or information on the Internet can influence facts and popular opinions. The elderly public is directly affected by all the “fake news”, mainly because of the means of transmission: WhatsApp and social networks like Facebook and Instagram, often disseminated through lives, images and news links. The false information, if shared by a known person, brings credibility and veracity in the view of these people.
Today, 20% of the people interviewed for our study have created a mental awareness of checking the veracity of the information they receive. But there is still a large part of the elderly population that does not know how to differentiate what is true or not.
How can we make this clearer to them?
“YOU HAVE TO KNOW HOW TO FILTER ANY SOURCE VERY WELL. MAINLY, YOU HAVE TO FOLLOW WHERE THIS INFORMATION COMES FROM. SO, ESPECIALLY NOW WITH THIS ELECTORAL PERIOD, WHAT WE HAVE HAD IS FAKE NEWS, NOT TO PASS ON SUCH INFORMATION. THIS INFORMATION CAME BACK, BUT WHO GAVE IT TO YOU? WAS IT A RELIABLE SOURCE? WAS IT A GOOD NEWSPAPER, A GOOD TV NETWORK, ETC.?’”
R.L, 67 YEARS OLD
“For a person who uses WhatsApp as his main work tool, I know that there are many scams there. So it is something that we also leave as a very big point of attention, because we are always talking about the security issue in the platforms and everything else. It is more difficult, but there are some security protocols that can be adopted on a basic basis. We always keep an eye on that, the things we do are always checked.”
V.A, UX DESIGN LEAD AT SMARTERS
Trend map
MACRO 1
Virtual Presence
MICRO #1: THE SPACE IN THE JOB MARKET
- Create affirmative job roles only for people over 60;
- Publicize and foster the hiring of senior citizens through social networks;
- Do not limit the selection of resumes in only one specific platform: make available an e-mail or even a WhatsApp number to send resumes;
- Make available explanatory videos explaining how to use the resume platform;
- Highlight senior employees in your company, giving them space to show their work and trajectory through presentations and lectures.
MICRO #2: THE TECHNOLOGICAL ADVANCE
- Conduct training on new software and machinery for seniors in your company;
- Conduct voluntary training on how to update computer programs and applications for seniors in public spaces and institutions;
- Make available instructional videos that teach how to update computer programs and applications;
- Avoid using technology that only works on recent launched devices.
MICRO #3: THE BRANDS’ VISION
- Carry out campaigns that highlight the senior citizen public, not necessarily excluding the younger public;
- Bringing in senior citizen models and actors in advertisements, images, commercials, and social media;
- Carry out quantitative and qualitative research to understand the behavior of this audience for your product;
- Consider the elderly audience in the accessibility of digital products, paying attention to factors such as larger fonts, color contrast, considerable touch areas, and greater spacing between graphic elements;
- Create support and help sections for this audience to clarify any doubts about the use of your digital product.
MACRO 2
Connected Communication
MICRO #1: TROJAN HORSE
- Show and teach the main features of the electronic device before giving it to a senior citizen to understand if they are interested in continuing to use it;
- Make explanatory videos that explain the main features of the device and make them easily accessible to senior citizens;
- Create devices and applications that feature accessible interfaces, such as larger fonts, considerable touch area and color contrast;
- Create support and help sections for this audience to clarify eventual doubts about the use of the device. Conduct training on new software and machinery for senior employees in your company.
MICRO #2: BRING THOSE WHO ARE FAR AWAY CLOSER
- Create games, activities, and/or applications that require interaction in physical space. For example: virtual reality filters.
MICRO #3: SEND THEM ZAP
- Hold volunteer training sessions on computer programs and applications for senior citizens in public spaces and institutions;
- Make available explanatory videos that teach basic computer programs and commonly used applications;
- Make available explanatory videos and consultation manuals (physical and digital) explaining how to use basic computer resources and most used cell phone applications;
- Create support and help sections for this audience to clarify any doubts about the use of your digital product.
MICRO #4: THE INTERNET IS GRINGA
- Avoid using foreign or technical terms in general audience digital products;
- Conduct quantitative and qualitative research to understand the specific words or terms that the senior citizen audience does not understand;
- Create a manual or glossary (physical and digital) with the meaning of the foreign terms most commonly used on the Internet;
- Carry out volunteer training and English for Internet classes in public spaces and institutions.
MACRO 3
Online insurance
MICRO #1: BEWARE OF FAKE NEWS
- Make clear and easily accessible the security protocols of your product. For example: the verified seal of WhatsApp;
- Create a platform that brings together websites of real news and information portals;
- Use tools or platforms that identify if the link they want to use (whether for news or shopping) is reliable or not;
- Use tools or platforms that block untrustworthy sites;
- Always bring reliable sources in articles and posts on social networks and blogs;
- Insert the source in the shared image or text;
- Provide links to websites of major portals when sharing a news item, rather than just sending a third-party image or text.
