Is Your Brand Ready for the Silver Tsunami?

The past three years have seen a massive shift of various aspects of our lives online:

• Social (e.g., scheduling appointments with specialists),
• Administrative (e.g., issuing approvals/documents),
• Communication (e.g., video consultations),
• Financial (e.g., opening bank accounts or virtual identity verification).

The Covid-19 pandemic and its associated restrictions forced everyone to adapt to functioning in a new online reality, including older generations. For many, it was undoubtedly a shock, but also a clear necessity. The internet has become part of everyday life, not just a source of entertainment.

The 60+ internet user group is steadily growing

The IAB strategic report „Internet 2021-2022” provides some interesting data. It turns out that it’s not the younger generation, but those over 60 who represent the fastest-growing age group among Polish internet users. The largest growth was seen in the 65-75 age group.

According to a report by the Central Statistical Office, by 2050, individuals aged 55+ may constitute nearly half of Poland’s population, up to 45%. This means that soon, this group will become the largest consumer demographic—a fact that must not be overlooked.

By 2050, today’s 20-30-year-olds will become the „Silvers.” This sends a clear message to brands: communication strategies need to evolve and adapt to the 50+ generation. Or perhaps… the communication won’t need to change, as the 50+ generation may adapt to the internet? Time will tell. For now, the most important factor should be awareness and the ability to skillfully address the needs of each generation.

Silvers are actively using the internet – don’t overlook them!

Data from the GWI report „Baby Boomers” indicates that individuals aged 58 to 64, known as digital boomers, now spend more than twice as much time on mobile devices as they did before the pandemic. The study also reveals that boomers have caught up with younger generations in online shopping (39% vs. 39%) and even surpassed them in searching for products online (55% vs. 51%).

There are industries that understand this trend well, as evidenced by mobile phone offerings from operators targeting older customers. Healthcare, physiotherapy, and massage services are also starting to recognize that the decision-maker online is no longer the grandchild or son-in-law, but a knowledgeable and experienced 50-year-old who navigates the internet with ease.

Here are a few examples of offers and communication tailored to this target group:

The trend of seniors being online has gone a step further—we now have a substantial number of influencers aged 60+, and even 75+! Here are a few examples from Instagram:

• Bea W Romanov: 60+, category – lifestyle/travel/photography/dance
• Jan Adamski: 60+, category – fashion and style
• Krystyna Bałakier: 50+, category – style and lifestyle

  

As we can see, it’s possible to be an influencer at any age, and with great engagement—Jan Adamski receives around 1,500-2,000 interactions per post, and his reels reach 400,000 views. With such an account, one can successfully run a thriving business.

A few important numbers to conclude

Let’s wrap up with a brief summary of the report from cbos.pl, „Internet Usage in 2022.” It shows the percentage of internet users by age group in Poland. In the 55-64 age group, a whopping 65% use the internet! The 65-74 age group also shows a strong result at 41%.

Is the internet only for the young and dynamic? How misguided this question is. It should rather be: is the internet a space for everyone? The answer is—absolutely, yes! And never before has the meaning of „everyone” been as complete as it is today.

An analysis by Ceneo.pl shows that the most active users in the 65+ group are women. They most frequently buy handbags, smartphones, televisions, dresses, and refrigerators online.

34% of seniors pay online through services like Przelewy24 and PayU, while 17% use BLIK, and 16% still opt for cash on delivery. Additionally, 82% of seniors say they shop online independently. 58% of those over 60 use the internet for online banking.

After reviewing this data, one might think these statistics apply more to the 30+ age group, not seniors. But as we can see, the „silver tsunami” is gaining strength, and there’s no sign of it slowing down.

Key takeaways:

• In Poland, 65% of people aged 55-64 use the internet, and in the 65-74 age group, it’s 41%.
• Silvers are becoming increasingly active online—especially women, who most frequently buy smartphones, televisions, handbags, and clothing.
• By 2050, today’s 20-30-year-olds will become the „Silvers.” Awareness of this fact and the ability to understand the needs of each generation is now essential! Your brand’s online communication should include a value proposition tailored to the 50+ age group.