- 20 January 2015 05:48
Aussie Boomers and Seniors Feel Patronised by Technology Companies
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.”
Note to Editors
AVG commissioned an online survey interviewing 5,907 respondents over the age of 50 to identify device ownership and usage, and attitudes towards technology in: Australia, Brazil, Canada, Czech Republic, France, Germany, New Zealand, the United Kingdom and the United States. The market research company Research Now carried out the fieldwork during November 2014 using its proprietary panels.
About AVG Technologies (NYSE: AVG)
AVG is the online security company providing leading software and services to secure devices, data and people. AVG has over 188 million active users, as of September 30, 2014, using AVG’s products and services including Internet security, performance optimization, and personal privacy and identity protection. By choosing AVG’s products, users become part of a trusted global community that engages directly with AVG to provide feedback and offer mutual support to other customers. All trademarks are the property of their respective owners.
Michael McKinnon AVG Technologies 03 9581 0845
Shuna Boyd BoydPR 02 9418 8100