SEOUL, Dec.8 (Korea Bizwire) – Research shows that ‘active seniors’, those in their 50s and 60s who have a certain level of income and are active in doing what they want to do, have a positive awareness of the digital environment change, and have a larger influence on the consumption of digital devices.
KOBACO (Korea Broadcasting Advertising Corporation) revealed the results of a survey conducted on 700 active seniors, and 5,000 people aged between 13 to 64 from May to July. The survey was related to usage of various media, product purchases and lifestyle.
‘Active seniors’ were defined as those in their 50s and 60s who have a certain income (over 5 million won a month for couples in their 50s, over 3 million won a month for singles and those over 60), and have the power and ability to consume.
Eighty percent of the active seniors answered that their quality of life has increased due to the development of technology. This is a higher percentage than individuals in their 30s (69 percent), 40s (67 percent) and “non-active” individuals in their 50s and 60s (59 percent).
More than two thirds of the active seniors answered that through the use of various applications, their everyday lives have become more convenient, topping people in their 30s (65 percent), 40s (56 percent) and “non-active” individuals in their 50s and 60s (36 percent).
The ownership rate of smartphones among active seniors was 93 percent, and 32 percent owned laptops. This is not very different from individuals in their 30s, of which 99 percent owned smartphones and 29 percent owned laptops. Another 31 percent of the active seniors had intentions to buy a new smartphone, and 5 percent to buy a laptop, which was a higher portion than those in their 30s who wanted to buy a smartphone (13 percent) or laptop (4 percent).
With their financial means, active seniors showed great interest in their looks as well as leisure life.
More respondents in the active senior group had experience traveling abroad (26 percent) compared to those in their 30s (15 percent) and 40s (13 percent). Two thirds of the active seniors thought it was natural to spend money on their looks, which was also a higher portion than those in their 30s (65 percent) and 40s (57 percent).
Active seniors purchased products through various platforms, such as TV home shopping (47 percent) and online shopping (28 percent), and the items they purchased also varied from ‘fashion/retail’ and ‘shoes’ to ‘cosmetics’.
Around a third of the active seniors who answered the survey said they had used a smart device while watching TV, and 62 percent among those who answered said they searched for information, used a messenger app, or checked their SNS account.
By Lina Jang (firstname.lastname@example.org)