The online "senior" market: analysis and business case
Posted: Tue Apr 22, 2025 3:49 am
It's called the " silver economy " or the "senior economy." Economic activities related to older people are increasingly gaining attention. So who are these "seniors"? How do they consume in general, and on the web in particular? Here's an analysis of the situation and a practical case study.
Aging of the population?
The starting point for this interest in the senior market is the aging of the population , namely the increase in the percentage of elderly people among the population.
Does this mean the population is aging? Not really! In fact, the age of entry into old age is only increasing with age (see graph below).
Population aging
So who are these seniors?
As you can see, seniors in 2015 will not be the same as we india mobile database in the early 2000s. And this is an important fact for those who want to develop products and services dedicated to the elderly.
Furthermore, you cannot consider “elderly people” as a single, homogeneous target. This population group can be segmented and grouped into several categories:
The Masters (50-59 years old) : Still mostly working, they have little time until the age of 55. They are at the financial peak of their careers and their health is satisfactory.
The Liberated (60-75 years old) : They are gradually discovering free time with maximum disposable income. Their health is still good, but signs of aging are warning them to be cautious.
Retirees (76-85 years old) : They spend more time at home and gradually become isolated. Their income decreases and they encounter some financial difficulties. Their health becomes a major variable. They may begin to become dependent.
The Elderly (85 years and older) : Not very active, they spend their time at home or in a specialized facility. Financial and physical dependency are becoming increasingly common.
How do they consume?
Today, 55-59 year-olds enjoy the highest standard of living in the population. Their savings rate is significantly higher than that of younger people: the consumption potential therefore lies squarely with seniors.
However, after retirement, all generations of seniors see their consumer spending decline. The main cause is the gradual slowdown in activities and opportunities for outings.
We also observe thrifty behavior among older generations born before the Second World War. This is in contrast to the post-war generations, who were born into a different context, predisposing them to greater confidence in the future. The seniors of 2020 will therefore be in good physical and financial shape and will be more inclined to spend.
Aging of the population?
The starting point for this interest in the senior market is the aging of the population , namely the increase in the percentage of elderly people among the population.
Does this mean the population is aging? Not really! In fact, the age of entry into old age is only increasing with age (see graph below).
Population aging
So who are these seniors?
As you can see, seniors in 2015 will not be the same as we india mobile database in the early 2000s. And this is an important fact for those who want to develop products and services dedicated to the elderly.
Furthermore, you cannot consider “elderly people” as a single, homogeneous target. This population group can be segmented and grouped into several categories:
The Masters (50-59 years old) : Still mostly working, they have little time until the age of 55. They are at the financial peak of their careers and their health is satisfactory.
The Liberated (60-75 years old) : They are gradually discovering free time with maximum disposable income. Their health is still good, but signs of aging are warning them to be cautious.
Retirees (76-85 years old) : They spend more time at home and gradually become isolated. Their income decreases and they encounter some financial difficulties. Their health becomes a major variable. They may begin to become dependent.
The Elderly (85 years and older) : Not very active, they spend their time at home or in a specialized facility. Financial and physical dependency are becoming increasingly common.
How do they consume?
Today, 55-59 year-olds enjoy the highest standard of living in the population. Their savings rate is significantly higher than that of younger people: the consumption potential therefore lies squarely with seniors.
However, after retirement, all generations of seniors see their consumer spending decline. The main cause is the gradual slowdown in activities and opportunities for outings.
We also observe thrifty behavior among older generations born before the Second World War. This is in contrast to the post-war generations, who were born into a different context, predisposing them to greater confidence in the future. The seniors of 2020 will therefore be in good physical and financial shape and will be more inclined to spend.