Did you spend part of your Christmas holiday showing your mum or dad how to use their new iPad or laptop? Research released today by Asda suggests the technologically inept senior is far less prevalent in reality than you might think. It has found that the vast majority – 85 per cent – of grandmothers over the age of 60 use the internet and smartphone apps to save money.
This figure falls to almost half of the over-70s, which is both good and bad news for marketers. Good, because it means online campaigns are likely to reach a broad audience, but it can make campaign planning trickier as messages and mechanics need to be inclusive.
The findings are part of Asda’s ongoing Mumdex research project and are based on a survey of over 5,500 mothers of all ages across the UK.
Hayley Tatum, Asda’s Executive People Director, said: ‘It’s refreshing to see that smartphone apps and comparison sites are not exclusive to the younger generation, and in general mums are feeling much more optimistic as they find effective ways to make the pound in their pocket stretch further.’
The research also found that 78 per cent of mothers aged between 20 and 29 have done online shopping via smartphone and that three in 10 non-working mothers have used the internet to start an online business or learn a new skill, such as a foreign language.