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Older Consumers: More Tech Savvy Than You Think

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According to an Advertising Age article: Fifty, 60 and 70-year-olds are nearly as tech savvy as younger consumers, claims a study of 3,135 adults by the Consumer Electronics Association and TNS Compete.
Some examples from the findings: those in their 50s are just as likely to have a high-definition TV as those younger than 50; 80% of 60-somethings reported using a cell phone in the past week–nearly the same usage rate as 18-34 year-olds; 71% of 60-somethings and 52% of 70-somethings reported using a search engine in the past week, compared to 77% of 18-34 year-olds. The online survey was conducted in November 2008.

When it comes to technology, the survey found that the main difference between older and younger generations is that aging consumers prefer more personal attention. While the majority of Americans are comfortable researching and purchasing products online, 63% of over 50s reported speaking with a sales associate in person when researching consumer electronics purchases, versus 47% of those ages 18-49. Older consumers also reported being frustrated with the complexity of new technologies.


Access the full story from Advertising Age


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