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Smartphone-based services targeting the senior market

Posted: Tue Jan 21, 2025 4:18 am
by ishanijerin1
When we propose initiatives that utilize smartphones to our customers, we sometimes get less-than-positive responses. When doing proposal sales in the IT industry, many people have heard comments such as, "Our customers are mainly seniors..." or "Smartphones and apps are not really for older customers...". However, the idea that smartphones and apps are for young people may just be a misconception.

Considering the macro trends in the domestic market, the senior market is extremely attractive, and smartphones and apps are steadily penetrating the senior botim database demographic. I would like to take another look at the state of the senior market, which is set to experience rapid growth in the future, and how the senior demographic is using smartphones.

1. Although the total population will decrease, the senior population will continue to grow

Japan's total population has already started to decline after peaking around 2010. However, the senior population (those aged 65 and over) is expected to continue to increase until around 2040, reaching a peak of approximately 39 million in 2042.

Population Changes



2. The senior market continues to expand

The market size for seniors is estimated to exceed 100 trillion yen in 2025, and is expected to expand along with the increase in the senior population. The breakdown of this is estimated to be approximately 62 trillion yen for the medical field, approximately 21 trillion yen for the nursing care field, and approximately 24 trillion yen for the lifestyle field.

Elderly market size forecast

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<The 3rd meeting of the Ministry of Finance's Policy Research Institute's "Study Group on Selection and Concentration in an Aging Society": "Considerations on Initiatives in the Elderly Market: Toward Resolving Social Issues">





3. Smartphone use among seniors is steadily increasing

Overall, the smartphone usage rate has increased to 68.7%. Looking at it by age group, smartphone ownership is over 50% among those in their 50s, and even among those in their 60s, it has reached 23%, and it is expected that smartphone use will definitely become more widespread among the senior generation over the next few years.