Digital marketing to seniors: common mistakes
The idea of the older adult who spends their days only puttering around the garden or baking in the kitchen is quaint, but it is also a narrow viewpoint. Today’s seniors have much more in common with younger people than the older adults of 50 years ago. Yet, marketers often treat them as if little has changed. The truth is that seniors are digitally connected and readily equipped to make educated decisions about their money. Companies simply need to effectively direct their marketing to them. Here are a few ways to do that.
Challenging Outdated Stereotypes About Seniors’ Online Use
Although the oldest adults may be less likely to use smartphones and other technology than their younger counterparts, it is a mistake to believe that seniors do not use technology. It’s reported that about 87% of people 65 and older use email . A 2025 AARP study showed that 91% of people over age 50 own a smartphone . Although email is a preferred form of communication for many, AARP says that younger seniors prefer texting instead.
Seniors’ use of technology is not limited to communication. The AARP reported that 72% of people 50 and older use Facebook, while about half use YouTube. Older adults have growing confidence in their ability to navigate mobile apps, websites, and social media with ease.
How to Market Effectively to Seniors
Use the Right Channels: Marketing professionals need to start by reaching them through the right channels. The 2025 AARP survey noted that older adults prefer to spend their time on social platforms employing a variety of media, Facebook, YouTube, and Instagram in particular . Like their younger cohorts, seniors use technology to make their lives easier or to help them unwind. Marketing that emphasizes problem-solving or useful information can help them to achieve their goals.
Maintain Accessibility: Although older adults spend plenty of time using technology like younger demographics, they may have obstacles to accessibility that require clearing. The switch from primary use of computers to smartphones and devices highlights the need for accessible design. Marketing professionals can increase accessibility by offering these features, particularly on mobile websites and apps:
- Adjustable font size
- High-contrast colors
- Faster load speeds
- Seamless integration with screen readers
- Simplified signup and checkout processes
Robust testing of these features can help to ensure that older adults are able to navigate a blog post or newsletter signup as easily as they can browse social media.
Consider Video Marketing: Video is continuing to grow as a preferred marketing format, and marketing teams should emphasize this format when marketing to seniors. Older adults show a strong preference for streaming in a variety of formats , which makes marketing through storytelling an effective option. The average senior user is increasingly likely to be a caregiver, using technology to support themselves, their parents, and their adult children. Ideal messaging is fairly brief, easy to follow, and resonates with the majority of consumers in this age range.
Personalize Communications: Many older adults feel like technology is not aimed at their demographic, which highlights the importance of digital marketing that does hit the target. Like younger adults, seniors are more likely to read text messaging and emails that personalize the content and experience . Marketing teams can use customized prospecting lists to find leads that are more likely to need a particular product or service, making marketing efforts more effective and beneficial for the business and consumers.
Believing old stereotypes about marketing to seniors often leads to ineffective messaging in the wrong format. Provide useful messaging that adds value and increases conversions by understanding the way that today’s older adults engage with technology.
Richard Bufkin is President of TargetLeads a division of Senior Direct Inc., a direct mail marketing company. With over 20 years of experience, he focuses on lead generation and growing the business.
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