Grandpa's driving digital content growth again
Senior citizens are going digital, and fast. They no longer rely so much on hardcover books or brick-and-mortar theaters. Instead, they are making more transactions on Netflix and reading more Kindle books.
Hyundai Card analyzed the transaction data of 1,000 of its clients using 10 partnering digital-content subscription services between January 2017 and December 2019, and it turns out that those in their 50s and 60s are increasing their use of digital content faster than any other age group.
The total spending in all age groups on digital content increased 2.6 times from 2017 to 2019, while the number of transactions rose threefold, according to statistics released by the credit card company Monday.
Among the three categories included in the survey — videos, music and books — purchases made on video subscription services increased the most, by nine times.
By age group, the biggest jump was among the oldest.
Spending on digital content by Hyundai Card cardholders in their 50s and 60s rose faster than the average, with spending up 2.9 times for those 50 to 59 and 3.2 times for those in their 60s. This is even faster than for those in their 20s.
The rise of silver surfers, or elderly consumers who are technologically literate and have strong purchasing power, may help explain the fast rise. Samjong Accounting defines consumers in this demographic to be financially stable, value living well and motivated to spend money to enjoy culture.
According to the survey, demand for e-book subscription services rose fastest for those in their 60s. Their spending on this product jumped by 21 times between 2017 to 2019. Those in their 50s preferred video content, with totals increasing by 10 times over the same period.
Perceptions of paid content have taken a positive turn.
According to a mobile survey by the card company of 1,000 people aged 20 or over who have used digital content at least once before, 97.2 percent of respondents were positive on spending money on content. This is in stark contrast to 2017, when people felt reluctant to purchase content and preferred to download pirated films and music over the internet, according to Hyundai Card.
"Opening the wallet for one’s personalized content experience is becoming mainstream,” said the Hyundai Card spokesperson. “Behind this phenomenon lies the aspiration to enjoy an increased variety of content at the time and place they wish.”
BY KANG JAE-EUN [firstname.lastname@example.org]
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