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Tablet adoption and Silver Surfers…

In a previous blog post we looked at how Millenials, those between the ages of 16 and 24, are accessing the internet more and more through their phones. It is now the case that mobile internet access (although not browsing) has surpassed desktop (Source: Mequoda.com), and from the data we featured in our previous blog it is clear that this is being driven by the Millenial and Young-Adult (25-34) groups. The latest data shows that internet usage through apps is growing, with tablet and phone browsing staying strong as well. But is this also a generational thing or is it across the board?

An infographic showing device adoption by different generations of people

At the opposite end of the spectrum to Millenials are the 55+ group, affectionately referred to as the ‘Silver Surfers’ (shown in the bottom left quadrant in the above infographic). This group is generally the most affluent of the four groups, with plenty of disposable income. They are also less time poor and despite being more well off are often more reluctant to spend their money.

Something that is immediately obvious in this age band is that the vast majority of internet access takes place via desktop or laptop (80%). Not unsurprisingly the level of smartphone access is very low as well (4%), but tablet usage (13%) is an emerging trend in this age group. In Q1 of 2012 only 4% of the Silver Surfer group reported that their household owned a tablet device (Source: Ofcom) compared to 19% by Q4 of 2013 (Source: Ofcom). Even more significantly, of this 19% of Silver Surfers who own a tablet, 71% said they personally used the device.

There is a clear trend developing towards the adoption of tablets in the older generations and this may well become the mobile device of choice in this group. Intuitive interfaces and larger screens mean that it is a more comfortable experience, whilst the cost barrier is less of a deterrent for this more affluent group as well. Most importantly, they don’t feel the need to be online all the time whilst on the move, unlike the Millenials.

So what does this mean for Digital practitioners? Firstly there is an emerging and affluent group who are adopting tablet devices (and possibly in time smartphones with larger screens) to access the internet. Secondly, this is a group who are methodical, cautious and time rich. Thirdly, and most importantly, they are a group who have different needs and interests to younger generations, with expectations to match.

In planning for the mobile internet and the internet of things, this generation is going to play an interesting and more significant role over time. Responsive experiences are going to become as important in mobile as responsive design already is. Designing for this age group will be a different process to designing for Millenials. Similarly, there is a whole raft of apps that this age group would adopt that simply aren’t relevant to younger generations. This is only further supported by the release of health related hardware and a Silver Surfer generation who are more health conscious.

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