How can AARP think introducing a dumb-ed down tablet for “seniors” over 50 is anything other than insulting?
I missed the announcement when it first came out, but a week ago AARP, in collaboration with Intel, announced they are releasing a new tablet for the over 50 crowd. Here is their headline:
and from the body of the article . . .
“AARP understands that while technology is a wonderful thing and boomers are one of the biggest consumers of personal-tech, it can still be a daunting experience for a large majority of Americans 50+,” said JoAnn Jenkins, CEO, AARP.
Is AARP Clueless?
If you are 50 years old or older you have, no doubt, been bombarded with AARP membership offers because my wife and I are both over 50 and our mailbox is chockablock full of them. They are a powerful marketing organization, without parallel when it comes to targeting the age 50+ marketplace.
I am 59 years old and spend a good share of my day on a computer and smart phone. In fact, in my house we don’t even have a landline except the one that is connected to the fax machine. My father is 86 years old, he is active on Facebook, email and owns and uses a smart phone.
Same with my mother who is 83 years old and, just a year ago, she called to tell me her wireless router quit working. I started racking my brain for someone who could come help her get a new one up and running when she stopped my verbal brainstorming dead in its tracks asking me if I thought she was too incompetent to set it up herself.
There is a ton of research out there that very clearly demonstrates that technology adoption by seniors is today real and significant. While not quite as high as for the Millennials, that likely has more to do with lifestyle and preference than ability to get it. Seriously AARP and Intel: Look at the growing Facebook adoption rate for seniors then tell me with a straight face they need a tablet for dummies.
AARP and Ageism or Commercialism
I am assuming this is not such a risk for AARP because I am betting they don’t have cash in the game but, instead, have lent their marketing power and name to the venture with Intel shouldering the costs. There are three reasons why this is terrible:
- Not Dumb Just Old – My friend Lori Alford, one of the founders of Avanti Senior Living loves to quote a senior she was chatting with. Here is that quote: “I’m not dumb, I’m just old”.
- This is Ageism – AARP claims to be looking out for the best interests of seniors. If there is ever an organization that should be sensitive to aging issues and Ageism it should be AARP.
- Destroying Prospects for Jobs – So now we know that most seniors (not sure I would even agree with that definition) . . . most people who are over age 50 are not capable of using real technology. So exactly what does this very public pronouncement do to my 60-year-old friend Dennis who is looking for a job in the technology arena? It seems obvious that if AARP thinks 50 is the top limit for technology no one should ever hire him.
AARP and Intel stop selling this thing right now. Admit it was a stupid demeaning mistake.
Steve Moran
Oh my goodness. Good catch and good calling them out. I hope they listen. I have an aunt who is a Notre Dame nun, 95 years old and is one of the powerful social activist on the planet. Her computer is her voice and she has mastered it. Nothing has stopped her from learning more and more everyday. We learn until we take our last breath. Bravo Steve.
Right now for every elderly senior (in their 80’s and 90’s) who has embraced the computer you’ll find two who won’t touch one. They are PROUD of the fact that people have to call them directly or send something via USPS. Their relatives set up answering machines, but they don’t know how to access the messages. (Their voice mail should either be disconnected or the outgoing message should state the message will not get through.) These seniors don’t know what they’re missing. If AARP’s strategy gets some of those PROUD elders to at least give it a try, then more power to AARP. How do I know all this? I’m a babyboomer living in a CCRC. I know the attitude of those around me. We’re going through Chapter 11 right now, and things are getting serious. Court documents are available on line. Too bad the residents who are afraid of the computer aren’t able to keep up with the bankruptcy process. Their loss. My advice would not be to berate AARP, but laud them for reaching out. Some — no, many — need that reach-out.
I don’t know why AARP (and so many others) have conveniently forgotten it was the over-50 crowd that *invented* all this stuff!
Believe it or not Mr. Moran’s and his family’s experience with technology (4 people) is not a statistically significant representation of all the Americans 50 and over.
There actually are 1 or 2 seniors or sare i say a millions or more “seniors” who stuggle with computing and would like a straightforward easy to view / use portable solution for basic computing.
I read your articles and appreciate the varied opinions but I think this one deserves a more open perspective. Give AARP a break. They are trying to help.
I too work at a senior community and I agree with Jennifer. On the whole, our residents have minimal interest in learning the computer. I think where AARP went wrong is trying to market it to the “over 50” crowd and market it to those who are technology resistent. As I see it, it’s not the intelligence that is the issue it is the need and desire to learn the technology. If you’ve gotten along fine for 80 years without it, where is the motivation to learn it? It’s all in the marketing. AARP is usually so savvy in marketing to the need and not the age, but they missed the boat with this one with their branding and marketing campaign, ending up insulting the 50 plus population.
The reality is that the boomer demographic is not a single cohort. We need ‘on ramps’ to technology at all levels. The marketing blunder here is stating that a ‘large majority’ of those 50+ need a simplified tablet to get online. Setting yourself to be proven wrong when using an age limit to define anything; such as lifestyle, interests, or technology use. Tough not to when it is your business (as in AARP’s case). In general, I’ve found that in many ways, the boomer demographic is actually more progressive than others!
Steve – AARP got it wrong – plain and simple. Some bean counter probably did an excel sheet and figured out that if the tablet sold to x% of AARP members – AARP would make X profit.- Just like they sell insurance and their other products.
If a senior can learn how to use AARP’s tablet – they can learn how to use other tablets that are less expensive and have the features their family is using. If a user does not want or like technology they won’t use AARP’s tablet or any tablet.
Plus – Seniors can by a Kindle Fire and get free 24/7 video chat help and other customer service
My wife’s mom just got an iphone – she is 79 years old and never had a computer. She is doing just fine with the iphone – downloading apps, using whatsapp with her family etc etc
The biggest marketing mistake being made when trying to market to seniors is assuming they do not know as much as non-seniors and treating them differently.
Michael Neuvirth
I can not add much to this discussion that has not been said. I actually knew ahead of time that there was to be an announcement of a new tablet. I did not know that AARP would brand it for the over 50 age group. Speaking as an 64 year old running a company using technology daily, AARP really made a misstep by using the tag of “50 plus and Apprehensive”. The statement screams ageism.
I am 65 and having been working in Aging for the last 35 years. I think AARP has not kept up with who the over 50 crowd is. Even as a social worker, I knew in my early forties I needed to learn how to use a computer if I wanted to keep my job or stay in my profession. It was true of those of my mothers generation who are now in their late eighties or nineties.
I do think that having accessibility features like enlarged font size, higher volume options should be improved for people of all ages who have those limitation.
You sure hit a nerve there Steve, by all the early responses to your posting! I think it comes down to AARP marketing people being totally off mark- wrong demographic. The need is there but for a much older group, perhaps 70 or 80+ ( yes, I know there are many who are adapters in this age group). When that generation is gone, the need for simplicity will go with it as all of us in our 50s are very technologically adept. Like someone I know just said, it’s like saying all drivers must wear glasses because you hit a certain age. Really?
If you are a tech savvy senior, the AARP message is not directed at you or your parents any more than it is at me. Steve, I believe your indigence is misdirected. I am sure your parents have peers who do not use computers or tech of any sort (unless they live in Cupertino CA maybe). My guess is that you enjoy a comfortable income that provides you the opportunity to have regular access to tech… a very large chunk of the American population could not afford it and not in their later years are intimidated by it. Being insulted by AARP’s campaign to bring more seniors online is ridiculous. Maybe you should make some suggestions to AARP on how they can better reach their target audience. I can assure you their mission would not be an easy one. I have a tech savvy father (lifetime career at IBM) who is not in his mid 70’s and mother who resists technology like it was the plague. She sent her first email just this past year at age 74 and it was only through the gift of an iPad (simple to use device) that this was even remotely possible.
Interesting discussion. As a member of the over 50 crowd, working in this industry, I can tell you I know a variety of people that are resistant to technology. I have friends and family that are younger that will often say that they don’t need “all that fancy stuff.” Something simple, or “dumbed down,” may be the stepping stone to assist the technology impaired into this century. I include many of the over 50 crowd in this group. Personally when I get a new device, I use only a small portion of the programs available. I believe this is true of many people. My point being, this could be a good step for those that may otherwise be very isolated in a world that is very technology oriented.
This has been a great discussion. As I have been reading the comments some thoughts and questions:
1. The Jitterbug phone would suggest that some senior specific devices hit a segment of the market.
2. Age 50 is significant.
3. Will people who are afraid of or uninterested in technology be more likely to use technology that is simpler or is more of a “not interested in technology at all” kind of thinking?
4. I feel personally that what makes a lot more sense is to teach people how to use the same technology rest of the world is using?
5. Maybe not everyone feels a need to become technology proficient.
Finally I am willing to accept I might have it wrong. Maybe Intel and AARP will sell tons of these things and I will have to eat my hat . . . but I don’t think so.
Steve
Steve,
You DID NOT get it wrong. I believe that AARP is behind the times and does not know how or does not want to spend the money to diversify its programming to the wide market segments that exist in our aging world. They are tremendous marketers but are driven by insurance companies and assisted living/SNF providers who are focused on the “disease of aging” rather than the potential inherent in an aging population.
I really like the idea “disease of aging”. It is too often that aging is seen that way.
Steve
AARP is ‘trying?’ As Yoda observed, “Do, there is no try!”
The point is that this is not an age issue; it is end user issue. Not everyone under 50 is tech savvy.
Right on Steve ,,,, My gandmother and uncle live into their ninties in their own home and never needed a day of help with special senior housing. Assuming that seniors might enjoy an easier way to access the digital world is just as pompous as expecting they would would need any assistance with an easier way to access and use specialized housing. In fact all of these smartphones and tablets are just a for-profit race to make it easier in their own way to use digital data. Real men use DOS.
Made me laugh . . . thanks.
This certainly hits home for me! My company’s mission is to keep seniors connected and engaged using technology and coaching. While there are many people who do use technology successfully, there are many more who do not. And many of those are people who are older. Maybe we shouldn’t put an age to it. But it is clearly more pronounced with people who didn’t have computers growing up. Even those who used them at work often only used them for limited tasks as required and with the backup support of a well-trained Help Desk staff.
Unfortunately, I think it’s a reality that many seniors find themselves isolated. Many also feel like they can no longer enjoy activities they used to enjoy. Yet many of those same seniors could address both of those issues if they would use technology – even a little.
It’s pretty easy to see that technology can help with isolation. I’m not an isolated person. But when I have a video chat with my grandson, it makes my day! Facebook, twitter and the millions of fun websites out there can help keep your mind engaged with longtime interests. For example, many ex-golfers can’t swing a club anymore. But they still tune into the Golf Channel. I may not have a garden to tend, but I am still interested in seeing pictures and learning about new techniques. If you played high school football, do you stop watching after you graduate? You can maintain interests without actually participating.
The problem is that many people feel that they missed out on learning technology and it’s too late. Some don’t know where to begin. Some have tried in the past and had a bad experience. Most of them were probably using Windows. I tell people that using Windows is like driving the Space Shuttle to work. It’s overly complicated and really expensive to operate. The good news is there are other options.
I’d also add that holding up the comparatively small number of elders who are tech savvy as an example may only serve to discourage those who already feel left behind. The people who feel intimidated won’t feel better when you point out that they are even slower than someone else.
The truth is that technology is still harder than it should be – for all of us! No consumer should have to understand how to update the BIOS, work through an application upgrade or flash their router for an update. And because it is too hard, many people (certainly not just seniors) operate computers that are unsafe and not secure. I’d bet a large majority of the people reading this post have some component of their system not completely up to date. When did you do your last backup? It’s almost impossible to keep up with all the updates, patching, upgrades, etc. Add to that, finally, the fact that it changes literally every day and it’s no wonder many people are resistant to using technology.
So back to the AARP offering. I think they see a need. However, they miss the mark in addressing it, not to mention that their message was condescending. Most vendors in this space do the same. Why? Because they think that all we need to do is invent the “easy” computer/tablet/thingamajig. However, the problem is bigger than that.
Improving the software and hardware helps, no doubt. But if that is all you do, then you still MUST dumb down the system. There are too many applications and uses on a standard device that you have to eliminate in order to ensure a perfectly easy and smooth experience for anyone, regardless of prior experience.
On the other hand, you can make it simpler without dumbing down the device if you provide coaching as well. If you don’t coach, then you have to rely on the user being willing to invest a significant amount of time and patience experimenting and working their way through problems. I’d say there are a fair number of people who won’t. Pew Research did a study in the last year that showed that seniors (I can’t remember how they defined the term) said they wanted to use computers but felt they couldn’t without help. And coaching isn’t a one-time event. It needs to be in small doses and at regular intervals. Otherwise it’s like trying to drink from a fire hose.
AARP appears to be offering the dumbed down approach. There’s another tablet app out there that offers to keep seniors in touch but uses a completely closed and dumbed-down system. It is no doubt easier – even if it’s not very functional. To use that app, everyone the senior wants to interact with has to use yet another special app (not to mention that each has to pay a monthly fee to use it.) I don’t know about you, but I have a hard enough time keeping up with the social networks and apps I already have.
The answer is to thread the needle. We need to improve the technology as much as we can. Then we need to provide the help that many want and need. Instead of creating a separate and not so equal world for seniors, we need to help seniors use the technology that everyone else is already using. And we know they can. All of the comments in this post about successful use by seniors proves it.
That’s what our product, Amika, does. It’s not as sexy as a fancy new device or app. But it provides the things people want and need and (most importantly) the coaching they need to use it – even when it changes tomorrow. This really is the heart of our mission. We want to enable people to use the tools available to them to enhance their lives.
Athelene great comments. I think part of it is that many of us were used to being able to master a thing. When computers first came out . . . think CPM operating system. I could kind of learn most of how it worked and felt competent. Today no one knows everything about anything technology wise. Younger people are more comfortable with that, because it has always been their life.
Once I realized I only needed to know what I needed to know about technology it because easy to embrace.
Steve
It’s not a matter of stupidity. Computer savy snobs love to flaunt their skills over the rest of us. That is insensitive. For some it is foreign, for others who simply want to use the computer (and doesn’t enjoy playing with them) it is confusing to continuely change hardware, software, and/or operating systems. For the elderly it can also be a matter of accommodations for failing eyesight, arthritic hands, etc. Great if you don’t need computer help, but for the rest of us congrats to AARP for trying to be sensitive
Perhaps it is a matter of “flaunting” skills, but I think more important it is about AARP sending the message that many people over age 50 are not capable of learning to use current technology and the ageism that is inherent in that message.
Steve
Honestly, who would have expected AARP to make this ridiculous assumption! I am also 59 and my parents (all 4 of them) are well into their 80s. I will grant that my parents & all their same-age friends don’t often text and are not on twitter or instagram. But they are all very active on facebook, including posting photographs, and are very adept using their computers formany things besides playing solitaire. Many of them have multiple computing platforms. My Dad & Step-mom, who live in a small farming community, have a laptop, an iPad, a kindle, and a roku! Their big complaint is that the only way they can get internet is via satelite, which doesn’t give them enough bandwidth!
At the very least, AARP/Intel need to fire their advertising agency. I can recommend several that will do a much better job.
Love it Laura!
I know of half a dozen or so senior living communities that are issuing iPads to all of their residents when they move in. Does it require some training for some, sure, but in their view and the view of the residents no big deal. Part of the process of living life.
Steve
Hi Steve,
I love your articles and have been reading them for some time. I think the biggest take away from this marketing campaign is that AARP has chosen to make “age 50 and over” their target demographic for this tablet as opposed to just saying “seniors apprehensive about technology”, or “non-technical seniors”. It obviously behooves AARP to widen their demographic by including the age of 50+ as a potential market for the tablet.
I don’t like to see the word “senior” tied to a number. People age at different rates and it’s not always about birthdays. I am over 50 and do not consider myself a senior, nor do I qualify for senior discounts at most restaurants.
My father-in-law is a perfect example. We’ve spent time showing him the internet and how he can email his relatives. However, he finds the whole thing a lot of trouble. He has the cell phone from AARP that is marketed for seniors, and my mother in law is probably thinking of getting him the AARP tablet too. He is only 13 years older than my Mother In Law and didn’t use technology in his previous career like she did. But this has nothing to do with his age.
Thank you again for your article. I don’t think that marketers can use wide generalizations anymore with regard to seniors without offending some. The diversity in the senior market is going to keep getting bigger and companies will have to up their game to provide products and services that a wide variety of seniors are looking for.
Jodi
1) AARP’s target demographic is the 50+ population. Their stated membership is 37 million people. Scroll all the way to the bottom of the page AARP.org — and see this text:
“AARP is a nonprofit, nonpartisan organization that helps people 50 and older improve the quality of their lives.”
2 The RealPad is part of the AARP TEK training initiative — training people aged 60+ on tablets and smartphones — which was launched by the CIO, Terry Bradwell in the past year and a half or so.
3. AARP sells insurance through partner insurance companies (that is how it got started). It’s primary income comes from memberships, magazine advertising and selling insurance.
4. As a few on this site have noted, there are many people aged 60+ (the AARP TEK and RealPad target population) who do not have or know how to use a tablet (or a smartphone). That percentage grows at older age ranges. See Pew April numbers about adoption of tablets and smartphones among the 65+ were at 18% each.
5. The RealPad includes access to a call center for questions about the device. This is unique. It also includes videos and content aimed at the AARP population already reading its bulletin and magazine.
Laurie Thanks for filling in some details. I still find myself particularly alarmed by the message that seniors are not capable of using a “real” tablet and the impact it has on how we older folks are viewed by the younger generation.
Hi Jodi:
I would have been . . . I think . . . less critical if it was targeted to say the over 70 or over 80 crowd, but honestly just looking at this thread there are so many stories about people in their 80’s and 90’s, who are using real computers . . . so not sure.
But you are spot on with the idea that we need to be so careful about attaching capabilities to age.
Maybe they should have just come out with a tablet for those people of any age who are a little intimidated by computers and technology.
I think you jumped the gun, maybe didn’t read the whole article, and got your knickers in a twist a little early. I will admit I didn’t read the whole thing word for word. But to me it seems, they are trying to place it to those a little reluctant, probably a little older, who might want to use one but are still intimidated.
My father is 88 and had been using a computer for many years after retiring. However, he refuses to get a “better” phone than the old clamshell (‘because I know how to use it’), and rarely gets on the computer anymore because it is too difficult to move to the other room, use his walker, and painful to sit in the ‘computer chair’. So if there was a tablet that I could convince him to use, that was simpler, easier- he might be able to at least read Facebook, emails, Skype, even if he didn’t type much on it.
I also work in senior services, and we see many,many tech savvy seniors- 55+- but we definitely see people that are not, have not used it in business, and are a little afraid, or reluctant to try. Anything that would get them started would be wonderful, open them up to more ideas and new technology, since it wouldn’t be so scary.
Have you heard of SimpleC? Another idea in that vein. Allows people to stay in touch, families to check on older seniors. There is a lot of good that could come out of devices like these.
The title could be much better, but the idea is a good one, and needed.
Thank you
Hi Shelia:
I appreciate your joining the conversation. As you have noticed this thread has generated a ton of responses agreeing and disagreeing with me. At the most fundamental level my problem boils down to this:
1. Today’s tablets are very easy to use. There is no serious market for a tablet for 5 & 6 year olds. Parents and the marketplace expect them to learn to use the out of the box devices. So what AARP is in effect saying is that little kids can and should learn how to use devices but not older people (in this case people age 50+).
I think for every adult who ever used a computer or tablet there was an intimidation factor the first time they tried it out, but they pushed through and learned how to use them. What this device, this program says is that seniors don’t have the courage/fortitude to learn new things unless they are way dumbed down.
2. While technology makes life richer in many ways it does have down sides, including being a distraction from real life. We have a generation of chubby kids and much of that can be attributed to technology. It is not a requirement that every senior use and be comfortable with technology. I am not convinced that a simple device will cause seniors who are not all that interested in technology to say . . . “Oh cool, a simple device for me not I will start using technology.”
3. Particularly because of the 50+ it sends a terrible message to the world that many/perhaps most people over age 50 are not really all that tech savey, which then becomes one more reason to not hire older people. I know too many 50 something people who are struggling to find jobs and in large part that is because of their age. This reinforces they idea that older people are somehow less capable . . . coming from the most prominent organization that represents seniors.
It would have been so much better if AARP had started an initiative that had two goals:
1. To help seniors understand that technology is their friend and learnable . . . out of the box.
2. To teach classes on how to use technology.
But this suggests seniors are either incapable or unwilling to learn, both terrible sterotyples.
Steve
Steve,
I couldn’t agree more. For the past two years, I’ve been lucky enough to work with numerous people from 50 to 85 that not only use the iPad but help train their peers!
In my opinion, live training is the best way to help seniors take advantage of technology. Instead of pre-loading videos and offering customer support for a watered down Android tablet, AARP should provide resources to help seniors understand basic technology concepts and use the most popular operating systems, devices and apps. The same operating systems, devices and apps that their families (and everyone else in the world) already use.