Phone Replacement Frequency

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Baby Boomer Phone Replacement

Some reasons Baby Boomers are driven to change their phone brand include simplicity, price reduction and discounts, social media accessibility, ease of use and service quality. The details are outlined below.

SIMPLICITY

  • Studies have shown that Baby Boomers are spending much more time in front of the screen, and the simpler the phone, the better.
  • Baby Boomers simply are not interested in the new features that most manufacturers now carry, and find them over complicated.
  • Apple has managed to market directly to Baby Boomers as the shift from being heavily used by the Millennials has decreased and the older is now taking hold of its straightforward methods.
  • Brands like Motorola have less streamlined processes in their marketing framework and are finding it hard to capture the Boomer audience. Baby Boomers looking for more focused and centered features in their mobile brands.
  • Baby Boomers will upgrade to another brand if the simplicity factor is lacking. Most of the older generation just wants something as a go-to device for daily use.
  • Because this age group comprises mostly of retirees, their daily leisure activities consist mostly of using their phones, especially when they are alone, which studies have shown are over of 7 hours a day.
  • Male Baby Boomers may also be quicker to upgrade their phones if the device is too complex, as they spend much more time on their phones than their female counterparts.
  • Women spend so much more time doing household chores and running errands, which leaves them with less time to consider phone technicalities.


PRICE REDUCTION AND DISCOUNTS

  • Factors such as price reduction and discounts will get the attention of Baby Boomers that will eventually cause them to upgrade or change to another brand or service provider.
  • Since phone manufacturers are constantly trying to outdo each other, they are rapidly increasing modern features and with that escalating prices, which curtails Baby Boomers from readily upgrading their devices.
  • Baby Boomers are from an era that heavily reinforced thriftiness and frugality in almost every aspect of life. Placing high prices on phones and even phone plans will force their hand to move to something much better in terms of cost.
  • With the gradual adaptation to 5G coverage, there comes higher data frequency, usage and parallel cost. Each of these factors plays a part in which phone brand a Baby Boomer will choose and how long they will use it.
  • Brands like Apple are looking into ways to heighten revenue as their sales fluctuate amidst the increasing prices of new iPhone models. Groups like Baby Boomers will be quick to switch to a brand like Samsung which has several low budget phone models on the market.
  • Baby Boomers are not willing to spend hundreds or even thousands of dollars on a high-end phone when the features are not essential and especially so as certain model upgrades are marginal and not necessary for the everyday use of the phone. They will simply find a low-cost phone that can do almost everything they need.
  • Though Baby Boomers have the highest purchasing power among the demographics which include the Millennials, Generation X and Generation Z, they still look for affordability in their phone plans and services.
  • T-Mobile has extended a phone plan targeting Baby Boomers which gives them the option of choosing ‘two unlimited lines for $60.’ Those above the age of 55 will be able to sign up for the plan which offers a significant discount as compared with the carrier’s other plans.
  • We are seeing a change in how mobile providers respond to Baby Boomers. Seniors are more likely to switch to a provider who provides greater monetary discounts, so they can save to provide for other expenses.
  • We have seen where providers have patronized this generation for some time with limited plans and restrictions, but with the availability of new providers with substantially balanced offerings, we now see that Baby Boomers are more driven to make the switch to upgrade to other plans.
  • With the revolution of smartphone usage and the attraction of Baby Boomers to the new trend, this generation is trying to get the bang for their buck and are not taking it easy on carriers or providers. What we are seeing now is that with so many options out there, it is more feasible for deductions on phone plans to be accessible. With that, older citizens are leaning toward smaller payment plans with supplemental features that fit the demographic.

SOCIAL MEDIA ACCESSIBILITY

  • Baby Boomers are big fans of social media, and a phone plan that doesn’t provide easy access to this platform may lose out big time with this group. The use of social media is particularly endearing to this generation because it's somewhat new and a very good way to communicate without traveling or sending mail.
  • Baby Boomers use Facebook more than any other social media platform. They use it primarily to keep in touch with family and friends as well as to stay informed. We see that it is essential for them to have ready access to social media, especially on their phones.
  • Studies have shown that 70% of Baby Boomers who use Facebook log onto the platform daily. Marketers must know how to reach this generation, particularly in relation to device usage.
  • In a recent study, it was found that 35% of Baby Boomers use LinkedIn and 75% use Facebook regularly and most of this done on smartphones. Baby Boomers find that it is easy to network and keep in touch on mobile devices and when a device is working effectively, they know it’s time for a change.
  • A study by Forbes has shown that Baby Boomers use their phones at least 5 hours a day and most of this time is through scanning social media and emails. Chances are, if phone brands don’t market effectively to this demographic through these channels, they can lose a significant part of their revenue as when it comes to social media and phones, Baby Boomers are quietly surging to outweigh the pack.

EASE OF USE

  • Baby Boomers are now upgrading to phones that are more convenient to their taste, streamlined effectively and those that provide ease of use.
  • Since Baby Boomers use their phones as much as Millenials, they are more likely to access social media, send emails, text and talk to friends and family for much of the day and they all want to do it comfortably.
  • In a recent survey, 1 out of 3 Baby Boomers stated that they did not realize how much time was spent on their devices. Additionally, 2 out of 3 stated they did not plan to stop anytime soon. The technological devices once thought to be so complex are now so easy to use, that Baby Boomers are moving toward more easy to use phones than their current providers.
  • T-Mobile has stated that there is a resurgence in older users of smartphones, as tech providers are developing interfaces that promote ease of use among its users. This may be one of the reasons why Baby Boomers are switching from tech-savvy phone models to those that provide a more seamless experience.
  • Baby Boomers have 30% more purchasing power than that of Millennials, so a more heavy marketing focus is on this group as they are expected to drive growth in the phone retail market. We see that incorporating strategies to include Baby Boomers brings much promise as this group is more driven to purchase easy to use devices and this allows sale rates to go up.

SERVICE QUALITY

  • It is no surprise that Baby Boomers love quality service and this goes back to the era of good values in everyday life. It can be argued then that having superb service quality is a must on any device. Due to the great functionality of some phone brands, Baby Boomers see the need to upgrade to suit their needs.
  • Apple provides the quality service that Baby Boomers are looking for and the phone manufacturer has secured a stable market with this group.
  • Some devices do a better job of adhering to service quality, maintaining video streaming capabilities and providing practical overall service. The older generation uses phones more than the average person and they want a high level of functionality in every aspect of their lives.
  • Baby Boomers are adapting readily to technology and are gaining expert level knowledge of all things digital. Phone providers who are advancing in the digital sphere are receiving more and more attention from an older audience than in years past. Baby Boomers are changing to providers who offer more variety and all-around better service on their platforms.
  • Even though tablet use has risen among Baby Boomers, a study has shown that most prefer phones because they are all-in-one products and offer much more in terms of the functions Baby Boomers can utilize. Now, Baby Boomers not only use phones for calls and emails, but they are now checking the weather, using health apps and engaging in a variety of activities on mobile applications. It's a new world that Baby Boomers have been introduced to and now they are seeking phone providers who can give them what they have been missing out on all these years.

RESEARCH STRATEGY

The research team started by looking for news, articles and blog posts that describe Baby Boomers and the probability of them switching phone brands. This led the team to look at websites that lead in technology, market news, and mobile trends. These websites described the reasons Baby Boomers switched or upgraded their phones and the primary uses of their mobile devices on a daily. This provided us with facts, trends and statistical data on Baby Boomers and their use of mobile devices which allowed us to provide insights for this study.
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