Digital Seniors' "Information Sensitivity" and "Information Dissemination Power"

〈 Publication Date: September 7, 2011 〉

Following " Insight Memo vol.8," the Media Innovation Lab conducted a survey targeting both "digital" and "non-digital" individuals in their 60s as part of its digital senior research.

The survey results highlighted the digital segment's high information sensitivity and significant information dissemination power.

For example,

Q: I tend to buy new products or use new services earlier than others.

・Digital Segment　・・・20.0%
・Non-digital group: 10.5%

Q: I make an effort to visit places or shops that become popular or gain a reputation.

・Digital users ... 40.5%
・Non-digital group ... 30.5%

Q: I feel energized by constantly being exposed to new information.

・Digital users...64.5%
・Non-digital users ... 48.0%

The results show that the digital segment (digital seniors) has a higher sensitivity to information compared to the non-digital segment.

Q: I make an effort to visit places or shops that become popular or gain a reputation.

The following responses were also obtained:

Q: I often attend social gatherings.

・Digital users ... 36.5%
・Non-digital group: 24.0%

Q: I share new information with others right away.

・Digital users ... 56.0%
・Non-digital users ... 40.0%

Q: I recommend things I think are good to others.

・Digital users ... 68.5%
・Non-digital group ... 56.0%

Based on the above results, digital seniors appear to be more socially active than non-digital seniors, tend to proactively share information with those around them, and possess greater "information dissemination power."

Digital seniors, with their high information sensitivity and potential for information ripple effects, appear to be an important target demographic in marketing.

Q: I tell people about new information right away.