Agnès Helme-Guizon, Grenoble IAE Graduate School of Management and Romain Debru, Université Grenoble Alpes (UGA)
“Come look! Another jogger!” During the Covid-19 lockdown, engaging in physical activity was one of the five permitted reasons for leaving home.
While some took this opportunity to get out of the house and get some exercise, others preferred to “stay home” and turned to digital tools to guide and support them in their physical activity. They used a variety of resources: online classes, individual or group challenges, fitness apps, public or private groups, communities, and more.
On Instagram, the number of sports-related comments increased by 266% following the lockdown. Ultimately, the French maintained their average daily step count.
But what about older adults? Have they, like the rest of the population, benefited from digital tools that help them engage in regular physical activity?
Staying Active to Age Better
Who are “seniors”? In marketing research, they are people over 50; in the business world, those over 45; and in the medical field, those over 65. We have chosen to use the term “senior” for people aged 60 and older because this age marks the transition to retirement, which will significantly reshape their daily lives.
A number of initiatives have been launched to enable older adults to engage in age-appropriate physical activity and avoid the pitfall of a sedentary lifestyle, which can set in very quickly.
Let's highlight a standout initiative: the short videos by Véronique Villèle (@VillleDe) aired on RTLsoir and promoted on Twitter.
The stakes were high: combating the harmful effects of aging, which may be accelerated by isolation and a decline in physical activity.
Indeed, it is widely accepted that regular participation in appropriate physical activity is a key factor in“aging well”—that is, the ongoing adjustment of personal goals and behaviors aimed at minimizing losses and maximizing gains associated with advancing age.
The way older adults approach and wish to experience aging depends on how they perceive their level of aging, their objective health, their family and work situations, and their financial situation.
However, the World Health Organization (WHO) recommends at least 150 minutes of moderate-intensity physical activity per week for people aged 65 and older.
Whether it’s a reduced risk of falls, improved cognitive function, or a lower risk of developing a chronic disease, the benefits are evident regardless of the age at which one begins practicing.
Digital Technology: An Ally for Health
Digital tools play a role in healthy aging by helping to combat age-related losses such as sensory and cognitive decline, reduced mobility, and a decrease in social interactions.
Installing fall detectors in the home, using health monitoring tools (blood pressure, blood sugar, telemedicine, etc.), as well as maintaining connections with loved ones or community organizations, are all effective ways to provide support.
In addition to traditional social media platforms, such as Facebook and Twitter, new networks dedicated to seniors are emerging. One example is “Ammy,” which allows users to communicate not only with their loved ones but also with healthcare professionals and volunteers from various organizations. The “Papoti” app also makes it easy for seniors to stay in touch with their grandchildren.
In addition, certain digital tools can support older adults in their physical activity programs through features such as personalized goal-setting, feedback on completed activities, tailored content, and the sharing of experiences, among others. The “Qalyo” app, for example, features a user-friendly interface that allows users to monitor their health by tracking various metrics, including weight, blood pressure, and physical activity.
Despite the proven benefits of physical activity for healthy aging and the demonstrated potential of digital tools to encourage regular physical activity, digital initiatives specifically targeting older adults remain fragmented.
Furthermore, despite the benefits highlighted by providers, digital tools will only be accepted and used if they meet the needs of this segment of the population.
Therefore, targeting older consumers requires, above all, a detailed analysis of this market, which is more diverse than it appears.
3 segments of senior consumers
Aging is a heterogeneous process—physically, psychologically, and socially. Because of its multidimensional nature, traditional segmentation criteria —such as chronological age or whether or not a person is retired—prove to be of limited use.
It is important to take into account social, family, professional, and physical factors. This is demonstrated by a recently published study that highlights three profiles of older adults—regardless of their chronological age—based on their physical activity levels and their use of digital devices (tablets, home automation systems, GPS, smartwatches, etc.).
- The “Committed” group, who engage in physical activity regularly and sometimes even intensively, make extensive use of digital tools in their sports activities. They feel confident and say they have mastered these tools: they rely on performance tracking, feedback, notifications, and activity suggestions to support or enhance their physical activity.
- The “Cautious” group, who are more wary of digital tools but recognize their great usefulness, particularly in their physical activity routines. They may sometimes feel overwhelmed and feel that they do not have a good grasp of these tools. Providing personal guidance on how to use them could help engage these seniors in regular physical activity.
- The “Reluctant” group— who engage in little physical activity and do not necessarily recognize the value of digital tools or feel confident using them—constitutes the third category. One way to raise their awareness of the benefits of regular physical activity for healthy aging is to show them the advantages of digital tools that are easy to use and customizable.
This segmentation helps us understand how to reach different types of senior consumers. It also helps us identify improvements that can be made to digital tools to meet the diversity of needs and uses and to increase the rate of digital tool adoption among seniors, particularly the oldest among them.
People aged 60–69 are generally better equipped
In France, the penetration rate (the proportion of consumers who have purchased a digital product over a given period and in a given market) depends on the type of product and the age group.
Thus, more than 80% of people aged 60–69 own a cell phone, compared with 66% of those aged 70 and older; the proportion of smartphone owners decreases with age. As for touchscreen tablets, the ownership rate is 41% among those aged 60–69, compared with 29% among those aged 70 and older.
A study published in 2018 shows that older adults are more likely to accept and use health-related technologies if they meet certain criteria, such as providing them with independence and safety, enabling them to manage their health on their own, or helping them maintain social connections with their loved ones.
On the other hand, privacy concerns and a lack of security regarding their personal data are major barriers to their adoption.
So, as older adults increasingly embrace technology, it is up to companies to develop the best digital tools to help this specific group of consumers stay healthy.
At a time when robots are becoming companions to older adults and people with serious health issues by caring for them, why not imagine them also becoming companions for daily physical activity?
Agnès Helme-Guizon, University Professor, Social Marketing, Grenoble IAE Graduate School of Management and Romain Debru, Ph.D. Candidate in Marketing, Université Grenoble Alpes (UGA)
This article is republished from The Conversation under a Creative Commons license. Read the original article.