Silver shines

Social media is no longer just for the young. 

While digital illiteracy, synonymous with the digital divide, affects nearly 62% of those aged 75 and over, and more than 24% of those aged 60-74 – mainly due to overly complex and confusing digital interfaces – technological advancements are also contributing to the flourishing of some seniors. Far from the stereotype of being “digitally illiterate,” a growing portion of the elderly population is embracing digital tools : 51% of people aged 60-69 are now active on social media !

When it comes to trends, seniors are not lagging behind. Silver economy, granfluencing, silver tourism – they are pushing us to adapt our terminology and rethink our approaches. Vlogs, “get ready with me” videos, trends… Seniors, or “Granfluencers,” are reclaiming and reinventing youth-established codes, offering a more honest, less self-conscious, and more genuine social media experience – which is exactly what users are seeking today.

People over 60 now represent a significant economic force, thanks in large part to their often greater purchasing power compared to younger generations. In France, the 50-64 age group has the highest standard of living, making them central to many marketing and business strategies. As such, we must adapt the UX design of our digital productions as a key part of our strategies, focusing on the segment of the population still struggling to connect.