A RESEARCH by the College of Management of Mahidol University (CMMU) found that the top 3 medias most accessed by seniors were Line (50 per cent), television (20 per cent), and Facebook (16 per cent) while the least popular among this group are newspapers, YouTube and websites.
The five types of advertisement most viewed by the seniors were television commercials, video clips, photos, articles and infographic, it said.
Moreover, the research team found that 93 per cent of the seniors knew how to use Search Engine for information. In this regard, the CMMU hosted an event titled “Silver Age Content Marketing”.
The college’s head of marketing department Boonying Kong-aachapat said that as Thailand would become an aged society in 2025, issues concerning healthcare and well-being of the elderly are taking on importance.
Thailand has a population of 64.5 people, 9.4 million of whom over 60 years old or 14.5 per cent of the population. The number increases by 500,000 per year, and it is expected that in 2025, Thailand will be an aged society with about 14.4 million seniors or more than 20 per cent of the total population.
The study was conducted among 604 seniors aged 55-70 years. It has found the reasons behind the popularity of the top three medias used by them :
Line: Its easiness to use for communication. The findings revealed that when an elderly saw their favourite contents, they would use a sticker instead of texting to respond because it was not convenient for them to text.
Television: It is the original media that is still influential to the elderly. Most elderly left the television on without changing channels and watched it to overcome loneliness.
Facebook: The elderly considered Facebook more difficult to use than Line. When they wanted to share information with others, they were not sure which button to press and they had to press it many times. They relied on others to help them. Thus, the elderly did not often use Facebook because they did not want to bother others.