sharethis

Saturday, February 08, 2014

GfK discovers a digital divide in people aged 70+ That is not really news.

GfK, a big, big research agency has just published some factoids about how older consumer behave, especially towards online financial services.

So what are the big conclusions?

There is a growing divide between 50-69 and 70+ age groups for financial services management. Mmm I think we all knew that?

Current and savings account online usage grows for 50-59 year olds, with 60-69 catching up, but 70+ still a way behind. Mmm, I think that says the same as the first point?
Using price comparison sites for motor insurance is growing across all age groups – although the 70+ age group trails behind. Mmm, am I missing a point but doesn't that say the same as the first two points?

When it comes to organising motor insurance, 46% of 60-69 year olds and 58% of 50-59 year olds turn to price comparison websites, compared to only a quarter of people over 70 (25%) who show a strong preference for the phone at 50%. 
Current and savings account online usage grows for 50-59 year olds, 
with 60-69 catching up, but 70+ still a way behind Just over half (51%) of 50-59 year olds manage their current accounts online, as do almost four in ten of those in their sixties (39%) compared to 
only 13% of those aged 70 or over. 

I have no idea if the numbers are correct but they sort of look about right. The bottom line that GfK discovered is that there is a digital divide that becomes more pronounced with the age cohort that is now in their mid 70s. Well, well, well  - congratulations to the agency's PR people for depicting this well know fact as something new. Dick Stroud

No comments: