A recent poll from the Pew Research Center shows that for the first time that more than half of Americans over 65 have a landline broadband connection in their homes. This is a milestone for the industry and is significantly higher than the last time Pew asked the same questions in 2013.
Since the inception of the web seniors have always had a significantly lower broadband adoption rate than other age groups, but this survey shows that seniors are now starting to close the gap. Part of this shift is probably due to the fact that baby boomers are now joining the senior category and bringing their much higher adoption rate for technology with them. But one also has to think that the benefits of broadband are luring more seniors into buying broadband.
The survey also showed the following:
- 67% of seniors say that they use the Internet.
- 42% of seniors now own a smartphone, which is triple the percentage from 2013.
- Of those that use the Internet, 17% go on-line once a day, 51% use the Internet several times per day and 8% say they are on the Internet almost constantly.
- A much smaller percentage of seniors use social media, but the ones that do use it often. For example, 70% of seniors on Facebook use the service daily.
- 25% of seniors that go on-line play on-line video games.
- 58% of seniors think that technology has a positive effect on society. Only 4% think technology is mostly negative.
The survey also looked deeper into the reasons why seniors say they don’t use broadband and found the following:
- Only 26% of seniors say that they are very confident when using electronic devices. The percentages are far higher for younger age groups.
- 73% of seniors say they need help using a new electronic device.
- Disabled seniors seem to use broadband at a much lower rate than those with no disabilities.
ISPs have obviously always had challenges in selling to seniors. But I clients that have done very well selling to seniors and following are a few things I have seen work.
I have one client that has been holding weekly computer training classes for the public for nearly 15 years. Their free classes are filled every week mostly by seniors. They teach what people really want to learn – how to use Facebook, how to deal with emails and spam, how to save and send pictures, etc. They have a much higher broadband penetration rate with seniors than is shown by this survey and they credit their training classes for making seniors comfortable using broadband.
I have another client that sends an employee to sit with every new broadband customers to help them set up everything they want to use. They say they will often spend up to four hours with a new senior customer and will set up their Facebook and email accounts, show them how to use bookmarks, show them how to search for information, etc. And this ISP will take calls from these new customers to answer all of their questions and will make return home visits if needed. They say that word of mouth has emboldened a lot of seniors to buy broadband and because of their continued support they can’t recall any senior who dropped broadband. They think this up-front assistance is time and money well spent because they say that their seniors become the most loyal customers who also have the best track record of paying the monthly broadband bills on time.
I have another client that also holds training classes, but rather than have potential customers come to their office, they have placed computers in several places in the community where seniors gather daily – places like a senior community center, an indoor community swimming pool and gym, and in a popular restaurant that allowed them to put a few computers in a back room. This telco sends somebody to these locations a few times a week to answer questions and to show people how to use the Internet. They say this program has led to significant sales of broadband to seniors.
But I also have a lot of clients that have not done anything specific to help seniors and then see poor broadband adoption rates. My advice to them has always been to look at the efforts to sell to seniors as just another part of the sales process. As this survey shows, it is fear of technology that is still the primary reason why many seniors don’t buy broadband. Any ISP that makes a genuine effort to allay these fears will reap the benefits of increased broadband sales and an appreciative new customer base.