Taking a digital dive into the lives of "Active Aging consumers" by Jeff Weiss

As a company with a mission to break the myths and to crush the stereotypes around aging, we see examples every day of the older population embracing a digital life. This should surprise no one. The older population has grown up with tech and, in many ways, has had to adapt to the rapid pace of digital change as much as anyone--going from typewriters and dial phones in childhood, to cordless phones and computers in youth or adulthood, to mobile Bluetooth and Wi-Fi-enabled devices in mid- or later-life. Still, cold hard numbers talk--especially for skeptical marketers--so Age of Majority saw an opportunity to help quantify the digital experience of adults we term "Active Aging consumers," or Active Agers (that is, people ages 55+ who are digitally, socially, mentally and physically active). ... [W]e undertook one of our most comprehensive research efforts to date to map out the digital landscape among Active Agers. ... The findings will likely be a wake-up call to marketers who underestimate the role of digital devices in the lives of the older population as a means of serving and engaging this group.