Why tech needs to start designing for the 50-plus market

In 2024, 50-plus households spent an average of $753 annually on technology.

September 12, 2025 05:00 AM

The 50-plus population contributes $8.3 trillion to the U.S. economy and controls more than half of all consumer spending, according to the AARP Global Longevity Economy Outlook—yet many tech companies overlook this fast-growing market.

As their use of technology continues to surge, here’s what marketers need to know about Americans over 50.

They integrate tech into daily life

Virtually all Americans over 50 (99%) own a connected device, according to AARP’s 2025 Tech Trends survey, and they’re not stopping at smartphones.

In 2024, their households spent an average of $753 annually on technology, nearly double the pre-pandemic figure of $394, according to AARP.

Compared to five years ago, according to AARP research, there has been 41% growth in wearable tech purchases and a 21% increase in home-assistant devices. Adults 50 and older own an average of seven devices, including smartphones (91%), smart TVs (78%) and laptops (72%).

This cohort’s tech spending is forecast to grow from $140 billion in 2018 to $645 billion in 2050, according to the association’s research.

They embrace streaming

Streaming rose from 64% in 2019 to 86% in 2023, with mobile streaming up 30% year over year, the largest increase of any age group, AARP found. They stream across 3.5 services on average, led by Amazon Prime (63%), Netflix (60%) and Hulu (35%).

Among paid apps, Americans 50 and older prioritize video streaming (74%), music (45%) and fitness classes (42%), according to AARP research.

They spend on home tech and security

Compared to the pandemic times of five years ago, there has been a 42% surge in smart home security adoption, according to AARP Tech Trends.

What’s more, smart home tech adoption rates have grown from 10% in 2019 to 27% in 2024, according to AARP. Nearly 94 million U.S. households now use security systems, with 45% having doorbell cameras, according to SafeHome.org’s 2025 Home Security Market Report. ADT (29%) and Ring (28%) dominate the home alarm market, with SimpliSafe (13%) ahead of the remaining brands.

They are adopting wellness tech

The longevity technology market is projected to reach $120 billion by 2030, per AARP/CTA research. Thirty-three percent of people 50 and older are adopting caregiving tech, with another 39% saying they are interested. Seven in 10 feel comfortable using tech at home, particularly smart health devices such as medical alerts and blood pressure monitors, research shows.

They’ve got scale

The 50+ market spends nearly $5.4 trillion annually, according to the U.S. Consumer Expenditure Survey, more than three times the amount spent by consumers under 35 ($1.8 trillion), according to data from the consultancy Age of Majority.

Despite that, 59% of the 50-plus demographic does not believe tech is designed with them in mind, according to AARP Tech Trends—a disconnect that indicates untapped potential for marketers.

By 2050, Americans 50 and older will account for 60% of consumer spending in major economies globally, according to the AARP Global Longevity Economy Outlook. For tech marketers, the question isn’t whether this market is worth pursuing—but how to take greater advantage of the untapped opportunity.

This article originally appeared in AdAge.