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. Clinging to stereotypes could mean missing one of the most valuable demographics out there.
Data reveals that 90% of adults aged 65+ are online, and 91% own a smartphone. Many aren’t reluctant users – they’re keen adopters, often with seven devices on the go, from smart TVs to tablets.
For marketers, the rules of reaching the silver market
have changed.
The stats speak for themselves. Nearly half of seniors spend over an hour a day on social media, whilst an impressive 86% clock up to six hours of screen time each day. This is not a passive audience – they’re active, engaged and online.
Crucially, they also have spending power. Unlike younger groups juggling mortgages or student debt, many 70-plus consumers have a disposable income and established buying habits. They’re not chasing fads – they’re investing in products and services that improve quality of life.
Where to reach the over-70s
So, where does the silver market spend go online? And how can you turn them into paying customers?
Facebook is still king for seniors
Despite endless predictions of Facebook's decline, it remains huge with seniors - between 59% and 72% of adults over 50 use it.
Seniors don’t just scroll though – they are engaged in Facebook groups, sharing hobbies, discussing health tips and supporting causes.
This makes Facebook a rich ground for targeted ads, with interest- and lifestyle-based targeting delivering strong results.
The unexpected champion: YouTube
YouTube is a surprising Social Media channel for seniors, with some reports stating 82%
of over 50s using the platform.
What's the attraction? Seniors use YouTube to learn skills, follow hobbies, and stay connected. Unlike younger viewers with shorter watch times, older audiences often watch for longer, giving brands the opportunity to tell stories, build trust and show products in action.
Traditional media isn't dead
While digital growth is undeniable, traditional media still plays a key role in reaching and converting over-60s audiences, with linear TV, press and direct mail often taking the lion’s share of attentive media consumption. UK ad spending in the linear TV market that is synonymous with older demographics is still forecasted to reach £3.77bn by the end of 2025, representing a -2.1% decline YOY, but still much larger than non-linear TV alternatives that these audiences are migrating to (around £1.1bn ad spend, but growing fast!). We also see print advertising continue to deliver strong short-term ROI and often more efficient buying CPTs than online equivalents for older audiences.
It’s no wonder: traditional stations or titles have accompanied older audiences for decades, earning their trust and often undivided attention. Two key ingredients for effective advertising! The solution, simply, is a multi-channel approach. While seniors might still see your TV ad, they're now also likely to research your product online before making a purchase.
Email marketing: always underrated
Email continues to be a powerful tool for senior marketing. In 2025, the average open rate across industries climbed to 22.4%, and with an impressive ROI of $43 for every $1 spent (£33.54 per £1), it remains one of the most cost-effective marketing channels available.
Seniors appreciate email marketing that provides genuine value. They want informative newsletters, practical advice, and exclusive offers - content that respects their time and intelligence.
Avoid aggressive sales tactics and instead focus on building relationships.
Make authentic connections
What unites all successful senior marketing across platforms is authenticity. Seniors have lived through significant social and economic changes and can spot inauthentic marketing from a mile away
Use imagery that is real – no stock images of impossibly youthful seniors. Use words that reflect a life lived - real experiences and genuine concerns.
Building emotional connections through branding becomes even more important when your audience has decades of experience with marketing messages.
Accessibility matters
Accessibility makes or breaks campaigns. Clear fonts, strong contrast, simple navigation and straightforward calls-to-action are essential. A small technical irritation for a 25-year-old can be a complete barrier for someone older.
Device choice also matters. While mobile accounts for nearly half of email opens, many seniors still prefer larger screens like tablets and desktops. Optimising across devices ensures no one is left behind.
Reaching the over-70s where they are
The over-70s are one of the fastest-growing online groups. Unlike earlier adopters, today’s seniors are online by choice. It enhances their lives, connects them with loved ones, and provides access to services they value.
Success comes from understanding how they move across channels and creating cohesive experiences. From Facebook gardening groups to YouTube travel videos or cookery newsletters, the goal is simple: provide genuine value in formats that fit their lives.
The silver opportunity awaits
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.
