Aussie Boomers and Seniors Feel Patronised by Tech Companies
AVG Technologies’ research charts device usage and concerns of Australia’s over 50s
MELBOURNE – 19 January 2014 – More than half (53 percent) of Australians over 50 feel patronised by technology companies. So say the results of the latest study by AVG Technologies N.V. (NYSE: AVG), the online security company™ for 188 million active users. The company surveyed 608 Australians over the age of 50 about their technology habits and opinions as part of its ongoing AVG Digital Diaries research*.
Rather than considering themselves to be digital novices, 73 percent of local respondents believe they are technologically literate. The research revealed that for just under half (48 percent) of boomers and seniors, their connected devices are absolutely critical to their lifestyles. Older customers can feel patronised (53 percent) and talked down to when they want help (56 percent) from tech companies. This dissatisfaction is far higher in Australia than in other countries participating in the study. The research provided clear insights into the device and application use of those over 50. Among digital devices, people own the following:
- Camera – 79 percent
- Laptop – 69 percent
- PC – 68 percent
- Phone – 60 percent
- Smartphone – 56 percent
- Tablet – 46 percent
- eBook – 19 percent.
At 6 percent, older Australians are also the greatest users of wearable activity trackers compared to the other countries surveyed. Three-quarters (78 percent) of respondents use an app on their devices, led by banking/financial (57 percent) and social apps (46 percent). Two-thirds of Australia’s older generations are using Facebook (66 percent) and Skype is the most widespread communication service at 48 percent. But the research highlighted their concerns: 62 percent worry about the security of their data and files; and 48 percent about keeping their personal information private. However, the research also revealed that technology makes them feel in touch (66 percent) and knowledgeable (56 percent).
“This is valuable research for technology providers. Australia’s boomers and seniors are well connected and confidently using the latest technologies to better communicate with family and friends, to keep up with the world, and to shop and bank,” said Michael McKinnon, Security Advisor at AVG Technologies Australia. “Companies risk isolating older customers and losing this large proportion of the market to service providers who acknowledge their digital literacy.”
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