How Are Older Adults Interacting with Media in 2026? We Have the Answer.
Quiz
How well do you know older adults' media habits?
Eight questions. Pick an answer to see how this audience responded.
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Older adults aren't a traditional or digital audience. The way they consume media paints a more complex picture. Older adults will sit down to watch TV, read email, check their Facebook and search Google. Knowing where and how older adults are paying attention to media streams can guide where you want to put your money.
Our in-depth Consumer In Sights study on older adult's media behaviors and attitudes illustrates a shifting, complex audience that is growing increasingly more confident when using technology. This moves the target from one channel to many, as their use of media becomes even more sophisticated. For Medicare marketers, embracing viewing, listening and searching habits is key to creating a solid multi-media strategy.
Different Media, Different Jobs
To the older adult consumer, media channels can serve different purposes. Consumer engagement with media is a mix. Panelists agree that they'll use websites and social media for entertainment, network and cable TV to stay updated on the news — and radio remains in the background. The point isn't which channel wins out in popularity. Marketers need to understand what consumers want from each channel and strategize accordingly.
TV Still Wins Discovery, but New Channels Are Closing In
TV remains the most popular channel for building awareness and interest in new products. The big change is what happens while the TV is on. Increasingly, an older now has multiple options to solicit more information. Google search has quietly become a top cited source for discovering new products, and a chunk of that search behavior is happening within AI-generated summaries, which most don't realize are AI to begin with.
Social Media: Low Intent, Real Purchase Behavior
If you asked an older adult why they're on social media, they'll say: "Family, entertainment and killing time." Few will tell you that they're on social media to shop. Yet a real share of older adults has reported buying something because of an ad they saw on social media in the last six months. Social media channels influence shopping behavior, even if not credited as a primary source.
Facebook is still the most used platform, but 33% of survey respondents note they have spent less time on it over the last year, the younger cohort in particular (aged 65-73). This is driven by a general step away from social media (44%), concern about misinformation (36%) and a dislike for extreme political views (32%).
YouTube Is a Destination
YouTube has emerged as a popular channel among older adults (85%). In fact, two thirds of users go there directly, completely bypassing Google. Older adults seek out content that includes instructional videos, music, entertainment and news; but also, they increasingly look for product reviews and research. This is a great opportunity for Medicare marketers to build an audience and be found as a resource.
Older adults are watching TV, checking Facebook and searching Google, sometimes in the same sitting. Your media plan needs to account for the complex way this demographic is using media channels. Let TV drive discovery while ensuring your brand shows up clearly in search and AI summaries when they search for more information. Post YouTube content that helps them compare and decide what plan best suits their needs. Finally, don't write off social media because they say they aren't actively shopping there. The same person will likely cross most of these channels before choosing a plan.
Want the numbers behind these findings? See the full Consumer In Sights survey on how older adults describe their own media habits.
