smartphones, cellphones

This week is CES 2022 -- new and current entrants seek markets and partnerships.  Perhaps you aren't paying attention -- but once per year, innovations from around the world are presented at CES for comment, media attention, and most of all, seeking interest about what's new (or even just envisioned).  This year it is a hybrid event -- with some folks in person, some watching online and others lurking among the press releases. Next week's blog post will detail 10 products/services from CES 2022 that will likely make a difference for older adults.  But this week, here is advice for startups and new entrants when thinking about reaching an older adult audience.  It is extracted from the Technology for Aging 2022 Market Overview, to be posted following CES, and including 30 offerings that were not in the 2021 version. The advice: 

For tech and older adults, the year 2021 was pivotal. It was the year of age-tech gaining AARP visibility as AgeTech. It was a year in which hearables moved into the mainstream of hearing assistance, and lower cost over-the-counter hearing aids became more likely. It was a year in which wearables for older adults began to make sense – as predicted in 2020, replacing the PERS pendant with a wrist-worn wearable. It was a year in which radar-based fall detection became a non-wearable alternative within the smart home.  Radar, in fact, may join motion sensors, AI, cameras, and voice first technologies as no longer separate and disconnected, but instead part of an integrated smart home infrastructure. Imagine the home as a ‘participating caregiver’ with an in-home team of technologies that help enable older adults’ desire to age in place.  Imagine “Family on Demand” as a form of insurance-reimbursed services. And imagine what might happen in 2022.  Let's imagine it together -- starting next week. The blogs:

Smart home, plugged in but not connected. Consider the Boston Consulting Group’s 2018 market sizing and landscape nicely visualized as a swarm of categories. What you saw there is the reality of market fragmentation, filled with multiple product types that do not play well together. Or MarketandMarket’s 2021 structure of the smart home market, noting that integrators play a key role in linking products together into a useful home environment, noting in the report that it is a "tedious task to link systems developed by different manufacturers or vendors; this could result in limited functionalities and unreliable services apart from incompatibility issues." At the bottom of the report’s stack are the DIY (Home Depot) categories that include thermostats, locks, and lighting. Migrating up the stack, the work of integrators and service providers begins with managed smart home systems up to luxury home systems.

Our technology language and expectations change. One day a phenomenon that might once have seemed startling becomes so accepted that we scarcely notice what changed. Technology once perceived as innovative and useful, degenerates through actual usage into a worrisome trend that begs for individual and/or parental control – even inviting government interest and possible oversight as in Europe. Here are four technology trends with origins that might not have seemed alarming at the beginning:

Few of the oldest are ever surveyed about tech adoption – least of all using paper. Link-Age Connect has surveyed the oldest about tech use since 2011, with periodic surveys fielded to older adults via their member organizations. In 2011, that represented 122,000 residents drawn from its member communities across 22 states.  The member communities in 2011 distributed 5000 paper surveys and got back 1789 completed, a 35% response rate. Many were completed with assistance for people with limited vision or mobility. All were transcribed for analysis and use in the published report, Technology Survey Age 65 to 100, Extending Technology Past the Boomers.  In 2011, 71% of the responders were older than aged 75. 

Technology access is a vital sign.  Non-adoption is not an option. Post Covid-19 we have reached a technology dependency level that is worrisome (see remote hacking), problematic for young people (see social media impact), positive/negative impact on depression in older adults. But when viewed in aggregate, lack of access may be worse. Consider categories like smartphones and text messaging, voice assistants, wearables, cameras, computers, tablets, digital health, medication management, home security services, fall detection, fintech, hearables, location tracking, online shopping and more. What? You know older adults who could use a few of those categories, but likely are not. Why not? Perhaps they are worried about barriers, from A to Z:

It’s a slog searching for data about tech adoption of older adults.  So many years of searching and trying to understand gaps in adoption, less and less usable data. Survey organizations exist that track adoption by age (think Pew Research, Nielsen, AARP) – but the frequency with which they publish surveys about technology has diminished over the years.  Checking out the main page of Pew, for example. See how so many other topics are more click-worthy than their Internet and Technology material.  AARP’s tech surveys are annual – and this year slipped into April. Others like Forrester, Gartner, and Parks Associates survey, but do very little analysis based on age.