Specialized Marketing Unit to Analyze and Study the Behavior of Modern-Day Senior Customers

– Reiwa Senior Research Institute –

What is the Reiwa Senior Research Institute? Characteristics of “Reiwa seniors” as defined by the Reiwa Senior Research Institute Common concerns about senior marketing Services offered by the Reiwa Senior Research Institute Communications from the Reiwa Senior Research Institute Contact

What is the Reiwa Senior Research Institute?

Surveys in recent years have found that almost 90% of the population in their 60s own a smartphone, accessing the Internet with a frequency comparable to that of other generations.*1 For this reason, older persons who access the Internet on a daily basis are increasingly attracting attention, being dubbed “Reiwa seniors.” The use of social media by the senior population has also been rising year by year. Thus, digitally active Reiwa seniors are surely a key target for corporate marketing activities going forward.

The Reiwa Senior Research Institute is a specialized marketing unit to analyze and study the behavior of modern-day senior customers. Mobilizing specialists at Hakuhodo DY ONE in various disciplines including strategy planners, creators and media planners, we select optimal media channels, study social media initiatives and develop solutions under the theme of senior marketing.
In the world of senior marketing, insights into individuals vary substantially depending on the family, health, income and other statuses, even if the entire target audience is aged 65, for example. It is for this reason that the discipline is known as “n=1 marketing.” Accordingly, it is essential to explore optimal communication both online and offline, in light of their diversity as individuals.

The Reiwa Senior Research Institute analyzes in detail the trends and insights into the behavior of Reiwa seniors in search of an optimal approach to advertising initiatives, seeking to achieve pleasant communication for the senior population and society as a whole.

Related service list

Characteristics of “Reiwa seniors” as defined by the Reiwa Senior Research Institute

1. Digitally active senior population

The image of digitally marginalized seniors is outdated; today, almost 90% of the senior population in their 60s own a smartphone, and increasing numbers are using social media and video delivery services.*2 In particular, those known as “Reiwa seniors” very actively use digital devices to obtain new information on a daily basis. This progress in digitalization is a crucial factor in modern senior marketing.

2. Youthful spirit and curiosity, with digital literacy still developing

In this “age of centenarians,” an increasing number of seniors continue to work or start learning something new after retirement. Reiwa seniors typically have an active mindset comparable to those in the prime of life, and a yearning to stay young. At the same time, however, this generation of people are also concerned about physical changes and health issues, such as declines in visual and hearing acuity. Moreover, their digital literacy is still developing, despite their increased use of digital devices. For this reason, advertising and communication targeting seniors require intuitively understandable or universal design. Considerations in line with the needs of seniors will be the key to pleasant communication.

References

*1 Source: Ministry of Internal Affairs and Communications, “Communication Usage Trend Survey of 2023” (Ownership of mobile devices by age group/Internet usage)
https://www.soumu.go.jp/johotsusintokei/statistics/data/240607_1.pdf

*2 Source: Ministry of Internal Affairs and Communications, “Research Report on Information and Communication Media Use and Information Behavior, 2023” (FY 2023: Use of selected social media services/apps, etc. (total and by age group))
https://www.soumu.go.jp/main_content/000952987.pdf

Common concerns about senior marketing

We want to approach the senior population but do not know much about their lifestyles and values (insights).
We want to build a strategy in anticipation of the increase in the senior population in the future, but do not know specifically how to approach this issue.
Promotion targeting the senior population tends to depend on offline activation. We are looking for a new approach.

Services offered by the Reiwa Senior Research Institute

1. Support for promotional initiatives

Initiatives targeting the senior demographic entail sophisticated strategy planning as message acceptability, literacy and media contact vary depending on the age and living environment. As a unit specialized in senior marketing, the Reiwa Senior Research Institute offers end-to-end support ranging from strategy planning based on data analysis to optimal media plan design and the execution of promotion initiatives.

2. The Granfluencers

This is a marketing support service to leverage senior influencers (granfluencers), whose influence has been growing in recent years. Working with BitStar Inc., a company boasting a wealth of experience in influencer initiatives, we provide comprehensive support ranging from target analysis to influencer selection and execution. We deliver effective communication leveraging one of the largest networks of senior influencers in Japan.

3. Support for seminars and workshops

Based on the digital behavior, insights and latest promotion cases typical of Reiwa seniors, we organize seminars and workshops to provide practical knowledge of senior marketing. We thus support specific marketing strategy planning and effective promotion targeting seniors by customizing programs for clients depending on their challenges and needs.

4. Reiwa Seniors White Paper

This White Paper analyzes insights and lifestyles of Reiwa seniors based on the results of surveys on consumer behavior and contact with digital media, covering the senior population and younger generation across Japan. Shedding light on the behavior traits of the target audience to serve as basic data for senior marketing, the White Paper is utilized by a number of clients for a wide range of purposes including marketing strategy planning, product development and the design of promotion initiatives.