Digital communication skyrocketed in use during the pandemic, as the world adapted to social distancing, lockdowns, and remote work. And while the popularity of digital communication tools accelerated across every demographic, they became an especially essential resource for those most vulnerable to the individual and social effects of the public health crisis. Adoption of these technologies has soared among one group in particular: senior citizens.
As a result, more industries are adapting to the needs and priorities of this key constituency, both in the content and medium of their marketing outreach. The embrace of mobile communication tools by seniors is being met by greater attention to their consumer preferences, and that means more and more businesses and organizations are leveraging innovative marketing tools like Short Message Service (SMS) to drive engagement and offer value.
This trend is especially significant for the arts & culture sector – with more leisure time and a strong preference for culturally-enriching activities, retirees are integral to the member base of many museums, public attractions, and other cultural institutions. For such organizations, this demographic is vital – and with more and more older adults using smartphones and text messages, mobile communication channels like SMS have become essential tools for outreach and engagement.
Here, we discuss the benefits of digital communication technology for older adults, and explore the ways museums and cultural organizations can utilize tools like SMS text messaging to engage their senior members.
Rethinking the User Experience
It’s a cliché that older adults are resistant to new technology – but very often the reason for this is that technology is designed by and for younger generations, without considering the particular needs, desires, or habits of older demographics. That’s why, among all the barriers to senior adoption of mobile communication technology, “difficulty of use” tops the list.
But all that is beginning to change. Despite barriers to adoption, older adults are embracing mobile technology in greater numbers, and for those who are doing so, text messaging is their communication tool of choice. There are myriad factors driving the popularity of texting among this age group, the most evident of which is its basic accessibility.
Texting is far easier to learn and navigate than so many other mobile messaging apps and platforms – text messaging is one of the simplest tools native to any mobile phone and one which older adults feel most comfortable with. For baby boomers who own smartphones, texting is their top reported activity.
In addition to its easy-to-learn and user-friendly interface, text messaging can be used by both smartphones and non-smart mobile phones. That means older adults who prefer to use traditional mobile phones – or who have not yet made the transition to smartphones – can still receive text messages via SMS and can thus take advantage of the technology’s perks and benefits.
AGING INTO EMPOWERMENT
Increasing adoption of text messaging by senior citizens has coincided with a rapid rise in the use of SMS text message marketing, which means more and more companies and organizations have begun to reach out and connect with this demographic.
In the United States, those aged 50 and older make up 45% of the adult population but are responsible for over 50% of consumer spending. Data from the Brookings Institute predicts that by 2030, the senior population will hit the 1 billion mark – with their contribution to the consumer class growing by 66%, far outpacing that of every other demographic. Indeed, economic experts following these trends are calling this demographic “the mother of all untapped markets.”
The arts & culture sector has begun to embrace this age bracket’s swiftly growing market potential. For museums and cultural attractions, SMS marketing promises a reciprocally beneficial arrangement with senior citizens: the demographic’s buying power and reliable support of cultural spaces has never been more critical to the success of these institutions — in turn, seniors gain enhanced awareness of and access to cultural offerings of value to them, whether that’s cultural initiatives geared towards older generations or membership programs with senior perks and benefits.
As the senior population continues to rise globally, and the use of mobile communication rises alongside it, so too will the mutual value of SMS marketing for the arts & culture industry.
Therapeutic Texting
The pandemic sped up digitization of work, of the economy and of our social lives – but it also shone a spotlight on the areas where technological innovation had not historically been a priority: namely, the inadequacies of our community support networks and our care for more vulnerable populations, including the elderly.
Increased digital engagement across demographics means greater integration with and access to community networks and cultural spaces that are rapidly going digital-first. The positive social outcomes of this trend are already visible: mobile communication not only helps cultural institutions stay in touch with their senior member base – it has also been linked to improved social connectivity and better overall health outcomes for seniors.
It might seem inevitable that the increasing complexity and novelty of technological advancement would limit its utility and benefit to the more youthful among us, but that’s beginning to shift. Prompted by the pressures and crises of COVID-19 and the impending explosion of the senior population globally, many organizations that serve senior citizens are beginning to invest in the technological and consumer demands of an older demographic – and focusing their sales and marketing efforts on those channels most accessible to and favored by that demographic, including text messaging.
Nearly 90% of Americans over 50 years old now communicate with text messaging, and one in three prefer texts to emails or phone calls. They even report having favorite emojis—with the heart and happy face emojis topping the list. Plus, as SMS swiftly outpaces other marketing tools in its efficacy – with open rates at a staggering 98%, compared to just 20% for email – it’s no surprise that there is mutual benefit to be explored. This has deep implications for museums and cultural organizations that are seeking to improve communication with their older members.
Better Social Networks
We know that the desire to stay connected and engaged has been a top motivator for senior citizens adopting new communication technology — and that motivation is only growing stronger as we spend more of our lives in the digital sphere.
According to a recent survey from Culture Track, adults over 55 highly value arts and culture events as a means of social connection — a percentage that only increases with age. The survey also found that more than half of older adults participated in digital cultural activities during the pandemic, and that they reported overall greater social and emotional benefits from those activities than their younger counterparts.
Studies show that older adults who maintain more consistent communication with those around them are more likely to remain active and involved members of their neighborhoods, cities, and communities. Evidence also suggests that senior citizens who are “plugged in” to social events and cultural institutions around them are more likely to feel connected to their community, which in turn fosters improved physical and emotional health.
For some, this might mean seeking out cultural events and organizations, local museums, live music, outdoor activities, or volunteering. For others, it could be reconnecting with community networks through hobby groups, book clubs, neighborhood events, or sightseeing tours. Many of the organizations that provide such activities and experiences offer membership and loyalty programs geared toward senior citizens, often including regular outreach and communication via SMS, which can establish longer-term healthy habits and reaffirm a sense of community connection.
We may think of the elderly as particularly resistant to new forms of technology and far less digitally savvy than younger generations. And while they might not surpass their grandchildren in technological know-how, recent years have seen soaring levels of internet use, mobile adoption, and digital fluency in older adults.
Ultimately, the key to successful member engagement will be a multichannel strategy that is attuned to the particular needs and habits of different demographics. That may mean reaching younger generations through social media and digital membership cards, or older audiences through SMS text messaging. Meeting constituents where they are, with cultural offerings of value to them, is the best way to deepen member relationships and foster loyalty among audiences, young and old.
Are you interested in improving engagement with senior members of your museum or cultural organization? Check out our new SMS tool!