Hakuhodo DY ONE’s Reiwa Seniors Research Institute Publishes “Reiwa Seniors White Paper”
〜Like Gen-Z? Exploring Today’s Digitally Engaged, Community-Driven Seniors〜

Tokyo, October 22, 2024 – Hakuhodo DY ONE has released the first edition of its “Reiwa Seniors White Paper,” a comprehensive report analyzing the behaviors and digital engagement of Japan’s evolving senior demographic. This publication is part of an ongoing research initiative by Hakuhodo DY ONE’s Reiwa Seniors Research Institute, which explores data-driven strategies to optimize digital marketing for older consumers.

Who Are Reiwa Seniors?

The Reiwa Era (2019~present) has ushered in a new generation of seniors—digitally literate, socially active, and eager to explore new experiences. Unlike traditional perceptions of older adults, Reiwa seniors (aged 65+) are engaging with social media, e-commerce, and online learning at unprecedented rates. Recognizing this shift, Hakuhodo DY ONE launched the Reiwa Seniors Research Institute in May 2024 to provide brands with insights into this growing market.

To deepen understanding of these consumers, the institute conducted a nationwide survey examining how seniors interact with digital platforms, their spending behaviors, and what motivates their choices. The findings, published in the first Reiwa Seniors White Paper, reveal that today’s seniors share striking similarities with Gen Z, particularly in their curiosity, enthusiasm for new experiences, and strong desire for social connection.

Key Insights from the “Reiwa Seniors White Paper”

More Time, More Freedom: The Rise of “Agile” Seniors

• Over 50% of seniors (aged 65+) report having six or more hours of daily free time (compared to just 20% of those in their 20s-50s).
• As caregiving responsibilities decline, anxiety about parental care drops from 40% (ages 40-50) to just 15% (late 60s).

Digital Engagement Among Seniors: Key Platforms & Behaviors

• 70% of early-stage seniors (65-74) use search engines, and over 80% are active on at least one social media platform.
• Unlike younger users who rely on YouTube and X (formerly Twitter) for entertainment, seniors use these platforms primarily for news, information gathering, and learning, signaling a shift away from traditional TV.

Seniors are Embracing New Experiences—Both Offline & Online

• 40% of senior women reported trying a new activity, compared to just 24% of senior men.
• The most popular activities include fitness (21%), outdoor adventures (17%), and lifelong learning (15%), university courses or online programs, demonstrating a strong sense of curiosity and self-improvement.

Survey Overview

Objective:  Understand the evolving behaviors of Reiwa seniors and their impact on marketing strategies
Method:Web-based quantitative survey
Participants:  
① Reiwa seniors (ages 60-75)
② Younger generations (ages 20-29)
Survey period:July 29 – August 8, 2024

*For details about the first “Reiwa Seniors White Paper”

https://digiful.hakuhodody-one.co.jp/download/178942419765

About the Reiwa Seniors Research Institute

The Reiwa Seniors Research Institute is a dedicated marketing research initiative within Hakuhodo DY ONE, specializing in senior consumer trends and digital engagement. Established in response to the increasing digital participation of older consumers post-COVID-19, the institute brings together strategic planners, media experts, and creative specialists to develop insights, media strategies, and digital solutions tailored to this demographic.

By bridging behavioral research with actionable marketing strategies, the Institute is committed to helping brands effectively engage with Reiwa seniors while fostering meaningful connections between older consumers and society.

More Information:

Reiwa Seniors Research Institute press release:

https://www.hakuhodody-one.co.jp/news/news_release_20240521.html

Reiwa Seniors Research Institute service page:

https://www.hakuhodody-one.co.jp/service/reiwa_senior/index.html