Seniors online: why your digital strategy should consider older audiences

Mediascope has recently reevaluated its methodology for evaluating online audiences in Russia. The new version takes into account users above the age of 64. Additionally, Mediator has released a summary report on the online behavior of older users. We will share some important and unexpected figures to keep in mind if you are looking for customers online.

Over the past 2 years, the number of senior online users has increased by 55%. Today, according to Mediascope, there are 7.5 million users in this category. Most of them access the Internet from their desktop computers and laptops. Only 20% use mobile devices. Mobile phones account for only 10% of all senior Internet users. In Russia, senior women are more likely to go online than men.

The growth of this online audience segment is a sign for brands with a conservative communication strategy to consider changing and transitioning to the digital sphere. It's also worth mentioning that PwC has noted growth in the number of purchases made by users over the age of 55 in online stores.