Forget what you think you know about senior marketing. The idea that older adults aren't tech-savvy is well past its sell-by date, and clinging to outdated stereotypes could cost you access to one of the most lucrative demographics in the market.
Data reveals that 90% of adults aged 65 and over are online, with 91% of older adults now owning a smartphone. These aren't reluctant digital immigrants – most online seniors are enthusiasts who own an average of seven tech devices, including smartphones, tablets and smart TVs. For marketers serious about reaching the over-70s audience, the game has fundamentally changed.
The silver surge
The numbers paint quite the picture for brands looking to capture the silver market opportunity. Nearly half of seniors spend over an hour on social media every day, and most seniors (a whopping 86%) will rack up an average daily screen time of six hours. We're talking about a demographic that's not just online – they're deeply engaged.
It’s the spending power behind these clicks that makes it all particularly significant. Unlike younger demographics who might be saving for mortgages or managing student debt, the 70-plus audience often has disposable income and established purchasing habits. They're not impulse buying the latest trend. Instead, they're making considered decisions about products and services that enhance their quality of life.
Where to reach the over-70s
So, the over-70s are online and they’re completely comfortable with the digital world. But where do they hang out the most? Where can you meet them and turn the silver market into paying customers?
Facebook is still the social king for seniors
Despite endless predictions of Facebook's demise among younger users, it remains a powerhouse for reaching seniors. Between 59% and 72% of adults over 50 use Facebook, with AARP's 2025 report showing 72% of adults 50-plus are on the platform. For the 70-plus segment specifically, 50% of people aged 65 and over are using Facebook, a figure that makes up 12% of Facebook's total audience.
What makes Facebook particularly effective for senior advertising is the way seniors use the platform. Many seniors are also engaged in Facebook groups, sharing their hobbies, supporting their favourite causes,discussing books or health tips. They're active participants in communities.
The advertising opportunities on Facebook are particularly rich for brands targeting seniors. Seniors, especially in the 50 to 70 age range, are very responsive to Facebook advertising, and the platform's sophisticated targeting options allow you to reach users based on interests, life events, and behaviours that correlate with senior lifestyles.
The unexpected champion is YouTube
The best place to reach this age group online might surprise you. As it happens, the channel that this demographic has connected with (and on) the most is YouTube. Research shows conflicting but impressive numbers: According to AARP's report on seniors and social media, 51% use YouTube. However, data from Pew Research puts YouTube on top, with 86% of the coveted 50 to 64 age group using the platform, and 65% of those 65-plus.
What's driving this YouTube adoption is partly practical, as seniors use the platform for everything from learning new skills to staying connected with interests and hobbies. Users aged 18 to 24 spend an average of just 15 minutes per day, compared to the overall average of 39 minutes, but older demographics are investing real time in YouTube content.
For advertisers, YouTube offers unique advantages when targeting seniors. The platform allows for storytelling that builds trust, which is important when targeting an audience that values authenticity. Video content can demonstrate products in use, share testimonials from peers and provide educational content that seniors appreciate.
Traditional media isn't dead yet
While digital dominance is undeniable, traditional media still plays a role in reaching the over-70s audience. Ad spending in the Traditional TV Advertising market in the UK is forecasted to reach £3.77bn by the end of 2025, though it's experiencing decline as viewing habits shift.
The key insight here isn't that traditional media is irrelevant, but that successful campaigns increasingly require a multi-channel approach. Seniors might see your TV advert, but they're likely to research your product online before making a purchase. The customer journey has become more complex, not simpler.
Email marketing is an undervalued channel
Email remains remarkably effective for senior marketing, though it requires a different approach than campaigns targeting younger demographics. The average ROI of email marketing reached $43 per $1 spent (£33.54 per £1 spent), making it the most cost-effective digital channel, and the average open rate for marketing emails across all industries has risen to 22.4% in 2025.
Seniors appreciate email marketing that provides genuine value. Think informative newsletters, exclusive offers and content that respects their time and intelligence. They're not interested in multiple daily emails or aggressive sales tactics. Instead, focus on building relationships through consistent, valuable communications that treat them as individuals rather than a homogeneous group.
The importance of authentic connection
What unites all successful senior marketing across platforms is authenticity. We find success in reaching users in their 70s and 80s by using images that "call out to them" by mirroring who they are and what they value. Generic stock photos of impossibly youthful seniors won't cut it. You need imagery and messaging that reflects real experiences and genuine concerns.
This extends to your brand voice and messaging strategy. Seniors have lived through significant social and economic changes and can spot inauthentic marketing from a mile away. Building emotional connections through branding becomes even more important when your audience has decades of experience with marketing messages.
Accessibility matters more than ever
As you develop campaigns across different platforms, remember that accessibility is central for reaching seniors effectively. This means larger fonts, clear contrast, simple navigation, and straightforward calls to action. The technical barriers that might be minor annoyances for younger users can be complete blockers for seniors.
Consider the devices your audience uses most frequently. Mobile optimisation has a role to play, as mobile devices account for 47% of all email opens. But don't assume seniors aren't using tablets or desktop computers. Many prefer larger screens for reading and shopping online.
Reaching the over-70s where they are
The 70-plus demographic represents one of the fastest-growing online segments, and their digital sophistication will only increase. The seniors coming online today are different from those who adopted digital technology reluctantly a decade ago. They're choosing to be online because it enhances their lives and connects them with family and friends. It also provides access to information and services they value.
Success in senior marketing is understanding how the audience moves between channels and creating cohesive experiences that respect their preferences and behaviours. Whether it's Facebook groups discussing gardening tips, YouTube videos about travel destinations, or email newsletters with health advice, the goal is to provide genuine value in formats that work for them.
The silver opportunity awaits
The brands that master senior marketing in 2025 will be those that recognise this demographic for what it truly is: digitally engaged, financially capable, and ready to invest in products and services that improve their lives. The platforms are there, the audience is waiting, and the opportunity is enormous.
Discover how Bluesoup reaches the 70-plus market with real results.
