The new old age: Why internet companies should not overlook the generation 65+
The times of the once tech-averse generation aged 65 and above, are long over. Instead, it’s time to update the knowledge about this user group, which is often subject to age-related stereotypes.
Researched and written by UX Researchers Elisabeth May and Isabell Hühnel
Product companies aim to focus on users and their needs. They no longer just push products to the market. Instead, they emphasize activities and processes that put the users at the center of product design and development. For many e-commerce companies, their customers are not a single type of user with a specific demographic and needs. Rather, across all generations, 16 to 65+ year-olds nowadays enjoy the convenience of discovering products online, ordering them through super smooth checkouts and having them delivered to their doorstep in no time. Although the majority of active online shoppers will likely fall into a slightly narrower age range (roughly between 18 and 60-year-olds), it is important to keep older user groups in mind when creating products.
The Online Usage of Generation 65+ Is Continuously Increasing
In recent years, at our company, we observed a trend of increased website visitors that are 65 years and older. Looking at general data for this trend we found out that 79% of 60 to 69-year-olds, as well as 42,9% of over-70-year-olds had regularly used the internet in 2018 [1]. These are significant numbers.
Surfing online has become the norm for the elderly.
In Germany, elderly people make up about a quarter of the population, which makes them an important user group to consider when designing accessible online products and services, for example in e-commerce. In early 2019, 48% of Germans over 65 had bought something online [2]. In the UK, the over-65 year olds typically made three to five online purchases in mid 2019 [3].
In addition to that, the ongoing COVID-19 pandemic has forced people across the globe to stay at home and fulfill their needs via the internet. Especially for the elderly, this time could be a chance to rethink the ways they use the internet [4].
We assumed that lockdowns ordered by governments in many countries would increase the internet usage of older people. A survey investigating habit changes of younger and older people in Germany during the first four weeks since lockdown found that the generation 50+ had doubled their internet usage [5].
Supportive User Experience for all?
With the goal to provide a positive and supportive user experience for all our user demographics, we wanted to understand how well our company’s website was working for them.
First, we took a look at general motivations, habits, needs and limitations of the over-65-year-olds regarding internet usage and online shopping. We collected existing insights and studies about this user group, and then created our own hypotheses, which we tested in interviews and usability tests. What follows is a short synthesis of our findings.
Are Our Assumptions about Elderly People and Their Internet Use Outdated?
In our previous desk research we had learned that there are many known age-related changes with regards to visual performance, fine motor skills, and cognitive abilities [6].
- Reading font sizes below 12 point can become a problem.
- Heightened sensitivity towards bright lights might be painful for the eyes. And reduced color perception can make it difficult to differentiate between visual elements.
- Other possible impairments involve swiping, tapping and pinching on touchscreen devices, too small buttons, problems with handling a mouse and slower click speed.
With regards to cognitive abilities, it is known that information processing is reduced.
- Learning new information takes longer and needs more repetition with older age.
- Cognitive load can be straining for elderly users, especially when websites or apps do not display all relevant information on the screen at one time, i.e. when users have to scroll and thus have to keep parts of the information in their memory.
While it is important to keep these factors in mind when creating online products and services for elderly users, it is also important to note the danger of falling for pervasive age-related stereotypes which do not acknowledge the vast diversity among the elderly [7].
These stereotypes and the knowledge about cognitive hurdles could easily let us conclude that using the internet and online shopping simply pose too big of a hurdle for older people, and thus that they might turn away from it completely.
Does the Generation 65+ Have Special Needs and Motivations for Online Usage?
A study from 2014 highlights that besides age-related biological changes, factors such as self-confidence about, and openness to technology can pose potential hurdles for 65+ year olds when approaching the internet and online shopping. Likewise, anxieties about learning to handle new technologies (“I am worried to make unfixable mistakes.”) as well as about (data) security (“Will my data be stolen and cause me financial harm?”) are more pronounced in this age group. On the other hand there are many reasons that motivate the elderly to use the internet:
- Maintaining and creating new interpersonal relationships online as well as general participation in society are essential for them.
- Further, for many surfing the web is also an enjoyable pastime: They like to play games, listen to music, watch videos, research topics of interest related to their hobbies.
Ultimately, elderly people have discovered the practicality of the internet in its ability to support their everyday life, from being able to manage their banking, finding advice and booking travels, to mention a few.
These options are a welcome compensation for deficits such as decreased movement abilities [6]
Do Elderly Users Still Behave, Think and Feel the Same, as They Did 10 Years Ago?
The majority of studies and reports we reviewed date at least a few years back. We live in fast changing times and the role technology is playing in our everyday lives is increasing at a rapid pace. This trend could change older people’s online behaviors just as much as younger ones.
For example, a usability research report from 2013 about users aged 65+ pointed to hesitation and discouragement of older users with regards to internet usage: Senior users were uncomfortable trying new things. They were twice as likely to give up on a task. They were also more likely to blame themselves when problems occurred and showed overall reduced confidence regarding the use of websites [9]. A follow-up report from 2019 however, showed substantial changes compared to only six years before [10].
A comparison showed that senior users were getting more skilled and confident at using the internet and apps.
Simultaneously, senior users had higher expectations concerning digital products and internet devices than in earlier years.
Based on the changes in the statistics for internet usage of 65+ year olds, we questioned the assumptions about anxiousness and tech-aversion, and wanted to gain more qualitative insights about elderly internet users.
Researching Generation 65+: Different Age Group, Similar Needs
Interviews
In our 1:1 interviews with elderly users between 65 and 73, we encountered almost the same type of users with the same needs as our usual participants (20–55 yrs.). They own and use multiple devices. They are interested in learning about new products. They value the speed, convenience and home delivery service that online shopping offers.
Senior users, alike younger target groups, care about the security and trustworthiness of online shops.
Information accuracy about products, price, delivery and shipping costs are of high importance to them. Regarding the product discovery, they rely strongly on recommendations, test reviews as well as checking out products in brick and mortar stores. We found the tendency for elderly users to stick to tried-and-true shops and a stronger hesitation to try out new shops, but once they have had a good experience with a certain shop, they seem to be even more loyal.
Usability Tests
The interviews were followed by a usability test emulating the main user journeys/scenarios of our company’s website. By comparing the results of the older age group with younger age groups, we could not detect more or different usability issues. Elderly users were just as able to use our website as anyone else. The problems they encountered were usability issues already known to us from other tests, thus unrelated to user age.
We did however observe some specific usage behaviors: Some elderly users lost orientation more often, because they were not familiar to working with multiple tabs and content opening in new tabs automatically.
Some users were slower with certain interactions and they also read the website content more thoroughly. This had positive effects such that users noticed search bar suggestions more frequently and engaged with them more than younger user groups did in our other usability tests.
On the other hand, elderly users showed less patience, tiring up more easily, for long searches and extensive product research. They also made quicker purchase decisions and were more pragmatic about them.
Conclusion: Usability is Ageless
We learned that elderly online users nowadays have a lot of experience with the internet and a higher tech-aptitude than previous generations. They have the right technical and financial prerequisites, as well as the time to spend it online.
Besides minor deviations, our insights highlight that younger and older users groups are much more similar than we would have anticipated based on previous studies. Let us not marginalize or underestimate senior internet users. They are well versed online shoppers.
Don’t we all want to shop at a website that offers trust, great usability and clearly arranged content? Websites and apps need to accommodate all users and provide usability that makes it easy for all levels of ability. A good online experience is independent of age!
Sources
[1]https://de.statista.com/infografik/12799/immer-mehr-internetnutzer-ueber-60-jahre/
[4]http://www.withseniorsinmind.org/blog/2020/4/27/keeping-connected-during-the-covid-19-pandemic
[5] https://www.havasmedia.de/media/Havas-Media-Corona-Monitor_WELLE4.pdf
[7]https://www.hindawi.com/journals/jger/2015/954027/
[9] https://www.nngroup.com/articles/usability-seniors-improvements/
[10] https://www.nngroup.com/articles/usability-for-senior-citizens/
