Senior Citizen Day: Marketing to our Grandparents

August 21, 2018 Victoria Pallien

Senior Citizen Day: Marketing to our Grandparents

Happy Senior Citizen Day! Sit back in your lounge chair and enjoy the day.

In honor of our elderly, we’re taking a look at a few services and products that, at first glance, may seem too innovative for the grandmas and grandpas of our communities. But they seamlessly fit into their lives through technological advances.

Online Grocery Shopping

As the online grocery industry grows steadily in the U.S., more grocers are implementing online delivery services to appease consumers. Brands like Amazon are creating their own, self-service delivery system to grow their business capabilities while retailers like Walmart are partnering with pre-established delivery services like DoorDash, Postmates and Uber for speed and efficiency.

While the concept of ordering groceries via an app or online may not seem of interest to the older generation, eMarketer disagrees. U.S. adults over 65 are the least likely to digitally shop, but 46.6% of this population is shopping online. Shopping online for groceries, in particular, allows the elderly population to avoid rushing through the store and lugging groceries home.

Below is data surveyed from individuals ages 50 and over on what motivated them to shop for groceries online.

Senior Citizen Day: Marketing to our Grandparents What Motivates US Internet Users Ages 50+ to Order Groceries Online Chart Digital Media Solutions

Read Online Grocery Shopping: Top Grocers Compete for Business to learn more.

Smart Speakers

Smart speakers are becoming the new must-have, in-home tech with 43.7 million U.S. adults reporting access to a smart speaker, according to TechCrunch.

Smartly, Amazon hasn’t ignored senior citizens in their marketing. Their latest ad speaks specifically to elderly individuals. In an effort to connect grandparents with their families, regardless of location or mobility, Amazon markets the echo’s video chatting capabilities as the perfect solution. Seniors don’t need to have an in-depth understanding of a video chatting software to interact with their loved ones digitally. Staying in touch is made simple by the Amazon Echo, where a grandparent can simply say, “Alexa, call home,” to speak to their family.

Read Amazon Alexa vs. Google Assistant: Differences in AI Marketing to learn more.

Smart speakers, like Alexa, can even react to distress calls like Life Alert’s “I’ve fallen, and I can’t get up.” 

Senior Citizen Day: Marketing to our Grandparents on Facebook


In 2018, 14 years after Facebook’s inception, many consumers live and breathe social media. Social platforms have generated careers and cured boredom, but their main intent was to allow users to stay connected with family and friends online, which may be why Facebook has grown popular with senior citizens.

While it’s easy to assume Facebook’s technical aspect may scare off senior citizens, it’s important to remember that many watched the home computer become accessible in the 1970s and therefore, have been familiar with the technology for longer than any generation. Facebook is actually more popular with senior citizens than it is with Generation Z as 5% of females who are 65-years-old and older are on Facebook whereas only 2% of 13 through 17-year-old females are on the site.

While traveling may be difficult for senior citizens, logging onto Facebook isn’t. Viewing pictures and videos of loved ones through news feeds means staying up to date isn’t hard.

Senior Citizen Day: Marketing to our Grandparents with Social Media

The moral of the story is: don’t rule out senior citizens. With 46 million Americans over the age of 65, senior citizens amount to a large audience you won’t want to miss out on.

For brands that offer services like online grocery shopping or products like smart speakers, marketing to senior citizens may seem like a waste of time because these sales require some basic understanding of technology. But these products, which offer ease and convenience, are incredibly helpful to senior citizens who may have trouble with mobility or heavy weight, or may struggle with in-depth computer functions.

Ready to reimagine your marketing win?

Contact Digital Media Solutions today!

About the Author

Victoria Pallien

Victoria Pallien is a Marketing Communications Writer at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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