How Proficient Are Seniors with Smartphones? ~ The Latest Media Trends Among Seniors ~

With the aim of providing business insights and developing new marketing knowledge, Dentsu Inc. Media Innovation Lab advances audience research projects and disseminates information addressing various interests related to audiences.

This time, we interviewed Takashi Noto, Representative Director of the NPO PCTOOL, who has long worked to expand digital literacy among the elderly, about the "senior demographic," one of the key targets in marketing. We asked him about the latest trends among seniors and key points for communication.

What is the relationship between seniors and smartphones?

Nagao: Today, we welcome Mr. Noto, who is active as the Representative Director of the NPO PCTOOL in Toyama Prefecture. Mr. Noto, we previously worked closely with you on a joint project concerning the senior demographic. What activities have you been engaged in since then?

Noto: PCTOOL is an NPO established to promote IT adoption in the community. As a tangible initiative, we've been running computer classes for seniors for over 20 years since our founding. More recently, as the representative director of the "Citizen Activity Support Center Toyama," I'm also involved in supporting local social issues through network building assistance and awareness seminars.

Nagao: Speaking of which, I recall you mentioned that the "PC" in PCTOOL stands for Personal Communication, not personal computer. Our theme today is precisely communication. I look forward to hearing your insights.

First, let's discuss seniors' internet usage, particularly "smartphone internet usage." [Chart 1] shows smartphone internet usage rates by age group. For example, about 70% of those in their 70s use the internet via smartphone.

[Figure 1]

Next, [Figure 2] shows the daily internet usage time. This survey defined seniors as those aged 55-74. As you can see, PC internet usage is on an upward trend, while smartphone internet usage is growing even more rapidly. By 2020, smartphone internet usage surpassed PC internet usage.

[Figure 2]

Magazines targeting seniors (like "HaruMeku") often feature special sections helping seniors transition smoothly to smartphones. Seeing this data, how does it align with your experience in Toyama?

Noto: Yes, smartphones are definitely the main device now. Even at mobile phone shops, they hardly sell traditional feature phones anymore.

Nagao: So smartphones are commonplace even in rural areas. Are people really using them proficiently?

Noto: Speaking from my experience interacting with people aged 65 to 78, there's a big difference between owning a smartphone and actually using it well.

For example, I often see many people who can't even download apps. Even in PCTOOL's beginner smartphone classes, "installing apps" seems surprisingly difficult for them. Furthermore, entering an ID and password to log into an app is also a major hurdle.

Nagao: So those are some of the challenges. On the flip side, what do people who are really adept at using smartphones actually do with them?

Noto: Those who can are quite active! For women, it's cooking videos! (laughs). Also, photo apps. They go hiking, cherry blossom viewing, short trips, and collage the photos they take.

Nagao: Sounds fun! How about community-related activities?

Noto: In our classes, we encourage communication using Facebook. Recently, "online salons" have become a real source of enjoyment for our students.

Nagao: Online salons! Do everyone actively participate? Are there any motivational activities or events happening?

Noto: This is an initiative run by the classroom where our Director, Tomoko Noto (representative Noto's wife), who is here with us today, teaches. Every day, she posts a "quiz" in the early morning online salon. Everyone participates with great enthusiasm, treating this quiz as their first joy of the morning.

Nagao: That's interesting! What kind of quizzes are they?

Noto: For example, it's a fill-in-the-blank problem where you guess two parts of a four-character idiom. Some days, it's a really difficult phrase you've never even heard of (laughs). Everyone wants to be the first to answer, so they rush to type their answers on their smartphones. Along with the quiz, we also ask about their health that day in the comments, so I think it also serves a community watch role.

Nagao: Next, how about the video viewing habits of the senior demographic?

Noto: Most people watch videos that are useful for real life, like how to prune pine trees. For housewives, it might be videos showing how to loosen a stubborn screw. We also hold classes in the center teaching "Let's use YouTube to look things up!"

Attitudes Toward Traditional Mass Media

Nagao: We've focused on smartphones so far, but how do seniors engage with traditional media like TV and radio?

Noto: Television remains the largest media platform for seniors; that fact is unshakable. They enjoy terrestrial TV for long stretches each day.

However, from an elderly perspective, I do have some thoughts about recent television. I notice terrestrial programs sometimes unnecessarily stoke viewers' social anxieties and fears. When I casually ask in class, "Do you think murder cases are increasing?", many answer "Yes," even though actual statistics don't show that. When their anxiety grows, some switch to BS satellite broadcasts or radio.

Nagao: That reminds me of something you once said, Noto-san: seniors prioritize enjoyment above all else. Speaking of radio, it's always been a strong medium for seniors, hasn't it?

Noto: Older adults prefer things that aren't unsettling, things that feel safe and secure, so they have a deep affinity for radio. I think seniors seek out "feel-good" programs like those hosted by popular local personalities.

In that sense, services like "Radiko (radiko.jp)" and NHK's "Radiru★Radiru" play a significant role in this digital age. Many people listen while walking or cooking. I believe the demand is growing, and I see more people around me enjoying it too.

Nagao: That's encouraging news for the radio industry. In fact, data shows the usage rate of Radiko is growing among seniors ([Chart 3]). Come to think of it, you yourself were a program personality on a community FM station in Toyama Prefecture, weren't you, Noto-san!

[Figure 3]

Hints for Marketing and Communication with Seniors

Nagao: Next, regarding seniors and money, data shows seniors use "price comparison sites" more frequently than younger people and also make heavy use of "sites offering special benefits." While seniors are often stereotyped as "wealthy," I feel they are surprisingly cost-conscious and have a sharp eye for consumption. What are your thoughts on this?

Noto: Seniors are strict with money. However, they also actively spend on things they deem necessary. I also sense a strong tendency among them to believe, "You have to hold a product in your hands first." Once they hold it, they feel satisfied. Even if they research online, I think many people ultimately check the product directly at the store before buying.

Nagao: What should we keep in mind when marketing to such a challenging target audience?

Noto: In the coming era, I believe the key will be how closely we can align with the individual. Seniors' situations vary enormously from person to person. For example, someone might have slightly impaired hearing but excellent eyesight, or excellent eyesight but limited physical stamina, or someone who regularly reads text versus someone who doesn't. Each individual's circumstances are different.

Nagao: So, responding meticulously to that diversity is key, isn't it?

Noto: And another key point, as I mentioned earlier, is "sense of conviction." Simply listing an app's features and benefits doesn't really sink in. But when I explain, "This app will change your life like this!"—something I learned clearly while teaching in the classroom—it makes a huge difference. Instead of starting with the app itself, explaining how using this app leads to such an enjoyable life! makes the students' expressions change completely.

Nagao: That reminds me of how you teach a workshop where students make handmade "New Year's money envelopes" for their grandchildren, with the goal of creating "fun moments with their grandchildren." This kind of approach also connects to that sense of conviction about why they attend the computer class, right?

Finally, from a broader perspective of "communicating with seniors," could you share what you consider most important?

Noto: "Distance" is crucial. While developing classes for seniors, I've always been mindful of the distance with students. I take care never to treat them as mere "customers." Instead of calling a grandpa student "Mr. Tanaka," I might say "Ken-chan," fostering a friendly, close connection.

In our classroom, we also consciously match physical "eye level." For example, teachers might crouch down to explain things. If the instructor becomes a "teacher" lecturing from a higher position, it creates a one-way relationship. That doesn't work well. The approach that works is creating a fun environment where we spend time together.

Eye level is key. The feeling of sharing enjoyable moments together, listening to their voices while continuously evolving. The key is conveying the conviction that the various new tools and worlds born from this will surely connect to everyone's happy lives.

Nagao: Hearing these valuable insights from Noto-san, who has continued interacting with many seniors, was truly special. It was packed with hints and very helpful. Thank you so much for today.

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As smartphones become commonplace for seniors, communication channels like radio, video, and online communities via smartphones are expanding, creating ever-greater marketing opportunities. At the same time, we must be cautious of content or messages that stoke anxiety. The key seems to be focusing on "enjoyment" and providing a sense of "satisfaction." Furthermore, I believe the key lies in approaching each senior as an individual, with their own unique lifestyle, and aligning our perspective with theirs.

If you are interested, please contact Nagao at Dentsu Inc. Media Innovation Lab ( mediainnovation@dentsu.co.jp ).

[Survey Overview]
Survey Method: In-person requests to survey participants, electronic survey form
Subject Selection Method: Area Random Sampling
Survey Participants: Men and women aged 55-74
Survey Area: Within 50km of Tokyo
Survey Period: April–June 2020
Sample Size: Valid responses: 1,605
Survey Implementation: Video Research Ltd.