Media Logic’s 2026 Media Behaviors of Older Adults Research—An Audience in Motion
Every year, our Consumer In Sight (CIS) survey checks in on how older adults are navigating media, and every year, they surprise us. Our 2026 results are no exception. They show an audience moving faster than most marketing teams are accounting for. When you start strategizing for your 2027 Annual Enrollment Period campaign, keep in mind that the audience you’re trying to reach grows more confident in their digital skills every day.
This survey provides fresh insights into the market among older adults, offering a snapshot of behaviors, preferences, and trends shaping how older adults consume media, and more importantly, how much they trust the resources in front of them when making decisions. This data is part of a continuing series, like our findings from 2025. Our study examines digital confidence, media consumption, online and AI behavior, and provides a look at how Medicare consumers are embracing digital technology. Here’s a sample of some of the interesting insights you’ll find in our survey breakdown.
41% of adults 63-75 rate their tech skills as 8-10 out of 10
Tech confidence among older adults is growing. Four in ten rate their digital skills in (8–10 on a 10-point scale), a meaningful +5-point increase over 2025. Interestingly, confidence is not a function of age. At the top levels, there is no meaningful statistical difference between adults aged 63–68 and those aged 69–75. With momentum moving in this direction, the trajectory points toward an even more digitally self-assured audience by 2027.
AI usage increases to 34% of older adults from just 16% a year ago.
AI usage has increased by 18 points from 2025—more than double in just a year. Gemini and ChatGPT rank as the top platforms used by this demographic at 61% and 60% respectively. This increase in usage is correlated to decreases in “people with no interest in AI” at –5 points from 2025 and 2026. It’s also boosted by a significant change in ‘those who are interested but haven’t used it yet, which dwindled from 12% in 2025 to just 1% in 2026.
85% of AI skeptics are using it without recognizing that it’s AI.
Even though the term “AI” has varying rates of awareness, interest, and usage intent among panelists – of those who self-identify as skeptical or resistant to AI, 85% are using voice assistants and AI search results – tools many don’t think of as AI.
64% of older adults use smartphones as the primary internet access device.
While not a single-device audience, the smartphone has pulled ahead of desktops, smart devices, and voice assistants in how older adults access the internet daily. The second most used device type is a computer/laptop, with 51% for most frequent internet access.
Over the next few months, we will be breaking down more details and sharing more insights from the full report. Subscribing to our newsletter will let you receive updates when each upcoming article posts. You can find previous CIS reports here, the full survey results below, and download a PDF version.
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Survey Methodology
Our 9th annual survey focused on two cohorts within the 63-75 demographic, together comprising 625 individuals:
- The younger cohort, aged 63 to 68
- The older cohort, aged 69-75
We broke our findings down into both statistical and directional differences between these cohorts. Statistical differences are reported at 95% confidence, while directional differences are not suitable for definitive conclusions. Within our 625, 46% were female and 54% were male.
The survey was conducted using an industry-leading software platform, where we survey a national panel to track the changing marketing landscape and support clients in connecting with consumers through creative executions and multichannel media.
