Just 9% of all over-55s say that ‘technology advertising represents people like me’. For this generation, not seeing representation of themselves in the media or in advertising campaigns can mean they feel undervalued by the brands involved, despite being technologically engaged, financially stable and looking for ways for technology to add value in all parts of their lives.

COVID-19 has increased engagement among this generation in areas such as online shopping and virtual communication. Consumers’ confidence to go digital first will mean in some cases business models will fundamentally change, with physical stores playing a supporting role to enhance digital offerings.

Some 68% of over-55s say that it is hard to keep up with the pace of technological progress, and 62% also say that trying new technology can be daunting, creating barriers to uptake and perception of the role of technology more broadly. 2020 has been as much about a ‘needs must’ approach to technology for this generation, however, having tried such actions out of necessity this can have the knock-on effect of helping to build confidence to use technologies in other parts of their lives.

More relatable marketing and focus on the value technology can bring to the over-55s’ working and social lives will create strong opportunities for brands to tap into this valuable segment. Focusing on pre- and post-sales customer support, with particular prominence on digital safety and security, can help brands and retailers foster long-term and meaningful relationships with the over-55s.

• The impact of COVID-19 on the technology habits of the over-55s.

• Innovations targeted at, or likely to particularly appeal to, the over-55s.

• Key factors driving the market for take-up of technology goods and services for the over-55s and predictions as to next growth categories in the technology sector for this group.

• Over-55s’ technology ownership, activities and use of emerging technologies.

• Attitudes and behaviours of the over-55s, including how they decide to make and evaluate technology purchases.

The first COVID-19 cases were confirmed in the UK at the end of January, with a small number of cases in February. The government focused on the ‘contain’ stage of its strategy, with the country continuing to operate much as normal. As the case level rose, the government ordered the closure of non-essential stores on 20 March.

A wider lockdown requiring people to stay at home except for essential shopping, exercise and work ‘if absolutely necessary’ followed on 23 March. Initially, a three-week time frame was put on the measures, which was extended in mid-April for another three weeks.

The Health Protections Regulations 2020 came into effect on 15 June, allowing the reopening of all non-essential stores in England as well as the mandatory use of face coverings on public transport. Pubs, restaurants, hotels and hairdressers were able to reopen on 4 July, with many beauty businesses following on 13 July.

From 24 July, it became mandatory to wear face coverings in shops and supermarkets. 

On 9 September, new guidelines were announced in England as a reaction to rising numbers of COVID-19 cases. The major change was a tightening of restrictions on social contact, with people only allowed to socialise with groups of up to six people who they don’t live with.

On 22 September, the government announced a further tightening of restrictions coming into effect from 24 September, stipulating that pubs, bars and restaurants must close at 10pm, while plans to allow fans to return to sporting events were paused. People were also told they should work from home wherever possible.

A new three-tier system was introduced in the UK on 12 October, 2020, placing different parts of the country under different levels of restrictions. In the strictest tier there can be no mixing of households indoors or outdoors, including in private gardens, except in public spaces like a park. Pubs can only remain open if they serve substantial meals. A separate five-tier system was announced for Scotland to come into force from 2 November. Wales was placed under a firebreak lockdown from 23 October until 9 November. From 5 November, England was placed under a four-week lockdown requiring people to stay at home except for essential shopping, exercise and work. Non-essential shops and hospitality venues were closed.

Mintel’s economic assumptions are based on the Office for Budget Responsibility (OBR)’s central scenario included in its July 2020 Fiscal Sustainability Report. The scenario suggests that UK gross domestic product (GDP) could fall by 12.4% in 2020, recovering by 8.7% in 2021, and that unemployment will reach 11.9% by the end of 2020, falling to 8.8% by the end of 2021.

The current uncertainty means that there is wide variation on the range of forecasts, however, and this is reflected in the OBR’s own scenarios. In its upside scenario, economic activity returns to pre-COVID-19 levels by Q1 2021. Its more negative scenario, by contrast, would mean that GDP doesn’t recover until Q3 2024.

This Report analyses ownership of consumer technology products and use of services among the over-55s, including their use of emerging technology hardware and software. It explores the decision-making factors for technology purchases, understanding the barriers to uptake of technology in this age group and what they value in technology products and services.