2024 Media Preferences of Older Adults: Consumer Survey and Marketing Implications
Throughout their lives, baby boomers have deeply impacted the US economy and culture. Now, the younger members of the cohort are beginning to turn 65. Not only is the maturing population sparking record increases in Medicare membership, but it will likely impact healthcare, lifestyle, politics and consumer spending for many years.
When it comes to creating marketing strategies that target older adults, it is crucial to have insight into their media habits and preferences. Understanding how older adults consume and use media is key to creating acquisition and retention strategies. It’s essential to tap into older adults’ digital behaviors and media preferences to create more effective targeting strategies, whether marketing Medicare, healthcare, residences or other products and services.
We recently conducted our seventh annual survey to gain insight into the media preferences of older adults in 2024. Flip through the survey, then keep reading below to see the takeaways and marketing implications that stood out to us.
Key survey takeaways
Dominance of TV and Internet
Older adults predominantly engage with traditional TV and the internet. Nearly all – 99% – use the internet daily, and 98% watch TV, with 77% watching for more than two hours each day. TV remains the primary source for news and entertainment, though the internet is also a significant source for news.
Shift Towards Streaming Services
There is a noticeable shift towards streaming services among older adults. Streaming has become the most popular TV option, with about half of the subscriptions being ad-free. The most-watched content types include news, drama, comedy, sports and documentaries.
Internet and Device Usage
Email and weather updates top the list of internet activities for older adults, with online shopping gaining a slight edge over news consumption. Computers, laptops and smartphones are equally popular for internet access, followed by tablets and smart TVs.
Social Media Engagement
Facebook and YouTube are the leading social media platforms among older adults, with 47% spending more than an hour daily on these channels. The primary reasons for using social media are to connect with friends and family.
Traditional Media Still Relevant
While digital media is on the rise, traditional media like newspapers and radio continue to have a significant audience. Over 50% of older adults still read print newspapers or a combination of both print and digital. AM/FM radio also retains high listenership, though there is a minor segment that uses streaming services for music.
Marketing Implications
The survey responses can help marketers target and connect with the older adult audience via digital and media platforms. We identified seven marketing implications based on the survey results, touching channels like TV, social media, websites and more. Read our insights on page four of the deck.
Download a PDF version of the deck here. The 2024 survey on the media preferences of older adults included the responses of 577 people between the ages of 63 and 75. To gain more insight into the older adult population, check out our recent survey on the outlook of older adults in 2024.
Any questions? Reach out to Media Logic today.
