In a world made smaller by advancements in technology, we are all eager to keep in touch with each other on a 24/7 basis and so it’s not surprising that mobile phones have become an integral part of our everyday lives. Traditionally, mobile companies have ignored the senior market, failing to recognise the requirements of the older generation. Likewise seniors themselves have added weight to this ignorance by often rejecting technology as too complicated. This is now changing. Senior consumers are increasingly using the Internet and other electronic means to keep in touch with their loved ones as part of their daily routine. Dubbed ‘Silver Surfers’, this group has huge market potential and buying power and are fuelled with a desire to learn and use products akin to their younger counterparts, but adapted for their own requirements. It’s therefore imperative that retailers are providing adaptive technologies to fuel this desire.
Whilst facts show that mobile phone ownership is increasing amongst seniors, it is important to note a clear distinction in this group. A survey recently commissioned by Doro in February this year highlighted that nearly 90 per cent of those in the age bracket 65-74 actually own a mobile phone, whilst only 66 per cent of those over 75 years of age do. The survey has also shown that most seniors with a mobile phone find the device is really not suited to their specific requirements, such as buttons that are too small to use or over-complicated function options. However, Doro’s survey also highlighted that the senior consumer is no longer afraid to embrace new technology providing the products on offer can be shown to truly benefit them in some way. Again, this creates the ideal opportunity for manufacturers and retailers to embrace.
Whilst eager to welcome new adaptive technologies, the ageing population will still face common and unstoppable deterioration. Mobility, dexterity, vision, hearing and memory capacity will all weaken as we get older. The Alzheimer’s Research Society UK recently announced that an estimated 35.6 million people worldwide would be living with some form of dementia by the time they reach 60. The report advised that 820,000 people are living with dementia in the UK today and that up to 25million people (42 per cent of the UK population) are affected in some way by dementia through a third party.
Doro believe it is important to develop communication solutions to enable and empower the senior citizen to actively enjoy a better quality of life. Doro has consequently invested heavily in a robust research and development programme to ensure we consistently deliver and improve our product range.
Regardless of the inevitable onslaught of old age, seniors have emerged as an allpowerful consumer group. They are in search of better health and lifestyle, reducing disease and increasing life expectancy. Doro recognises and respects this. As such the company has worked with leading ergonomic experts and award-winning designers to understand the specific needs of this dynamic customer segment.
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