The over-60s demographic has long been a key market for both optics and audiology, but how they actually make purchasing decisions in 2025 might surprise you.
Gone are the days of a single-channel journey. Today’s over-60s are informed, selective, and more digitally connected than many marketers give them credit for.
The Research Phase Starts Online
Even if a customer prefers to buy in-store or book a home visit, the journey almost always starts online. Over-60s frequently:
- Search for symptoms or solutions via Google
- Compare brands and prices
- Read reviews, particularly for hearing aids and optical offers
- Look for trust signals (NHS ties, local credentials, expert staff)
That’s why a strong organic presence and reputation management strategy are critical.
Word-of-Mouth Still Reigns But It’s Gone Digital
Referrals and family input still play a huge role, especially for hearing care. But those conversations now happen over WhatsApp, Facebook, or Messenger. And “ask a friend” often includes reading their reviews or seeing what brand they follow online.
Don’t underestimate the impact of:
- Facebook Groups
- Google Reviews
- Local influencer recommendations
The Convenience Mindset: Home Delivery and Home Visits
Post-pandemic, convenience isn’t a luxury; it’s an expectation.
- Home visits are popular, particularly for audiology services
- Online glasses ordering has grown steadily with easy try-ons, return policies, and prescription upload tools
- Hybrid journeys like booking online for in-store appointments are common
- Today’s customer doesn’t just follow a funnel, they bounce across touchpoints.
Marketers need to adapt their messaging to reflect flexibility, ease, and safety.
What Actually Drives Conversion?
From our experience across campaigns in this sector, these are the real triggers:
- Clear offers (“2-for-1” or “free hearing test at home”)
- Trusted language that avoids jargon
- Local familiarity (mention of a nearby branch or trusted practitioner)
- Timely reminders, such as email/SMS follow-ups after initial outreach can double response rates
Takeaway for Marketers
If you’re targeting over-60s in 2025:
- Don’t write them off as "offline", they're as omnichannel as any modern customer
- Be clear, helpful, and reassuring in all comms
- Consider the full journey from ad to booking to follow-up
- Segment by mindset, not just age
