#Japan #Tokyo #Harumeku #SeniorWomen #DigitalDevices

Digital Device Awareness Survey 2025: Seniors Embrace Technology

In an era defined by rapid technological advancement, a recent study conducted by Harumeku Institute sheds light on the digital habits of senior women in Japan. The survey, featuring 468 readers aged 55 to 74, highlights a remarkable 98.9% smartphone usage rate among these individuals, indicating a trend of increasing digital engagement.

Key Findings of the Survey

1. Consistent Smartphone Usage: The 98.9% usage rate remains unchanged from 2024, signaling a consistent trend across all age segments within the senior demographic. Notably, the adoption of smartwatches has escalated by 1.8 times compared to last year, now reaching a utilization rate of 12.6%.

2. Surge in Online Shopping: As post-pandemic life unfolds, online shopping has become a crucial activity for seniors. The study noted that 64.3% of participants have engaged in online shopping by 2025, reflecting a 12.2-point increase from the prior year.

3. Emergence of Point Activism: The practice of 'poikatsu' (points earning activities) has seen a record high, with 51.9% of respondents participating. The most popular activity involves accumulating payment points, followed by the use of coupons and lottery participation.

4. Social Media Trends: The survey indicates a growing preference for platforms like Instagram and X, while Facebook usage has notably declined for the first time since 2017. Instagram usage rose to 30.8%, marking an increase of 7.9 points, while Facebook saw a decrease from 15.6% to 13.9%.

5. Shift in Search Behavior: A shift from reliance on asking others to seeking answers independently using resources such as AI has become evident. Although 70% of the respondents still prefer asking others for help, this percentage has dropped significantly. The use of AI tools, including ChatGPT, rose as well, though the primary focus remains on basic search functions rather than more advanced applications.

Survey Background

The research was conducted by Harumeku Institute to gain insights into the evolving relationship between seniors and digital technology. As AI technologies evolve, so too does the way seniors engage with digital devices. The study was conducted through mailed questionnaires distributed to Harumeku readers and received valid responses from 468 women.

Methodology

• - Survey Method: Mailed questionnaire
• - Participants: 468 women aged 55 to 74
• - Survey Duration: June 11, 2025, to August 4, 2025
• - Conducted by: Harumeku Aging Marketing and Harumeku Institute

Insights and Expert Commentary

According to Yukie Umeda, the director of Harumeku Institute, the usage rates for smartphones among seniors have surpassed 95% for three consecutive years, indicating that digital devices have truly integrated into daily life. With an increasing number of seniors actively adopting technology, misconceptions about their technological ineptitude are rapidly fading.

Moreover, the findings highlight that AI technologies are nudging users toward self-reliance instead of asking for help. The survey shows a significant understanding of how digital tools can offer not just information but emotional support as well. Seniors are beginning to view their devices as extensions of their intellects and functionalities as they adapt to the ever-evolving digital landscape.

Harumeku magazine, positioned as the leading publication for women aged 50 and above, continues to provide rich content aimed at empowering women through vital information on health, fashion, and finance. With a vast subscriber base, Harumeku's influence extends beyond print as it explores marketing strategies that directly address the needs of this demographic.

In conclusion, as we step into this digital symbiosis era, it is clear that seniors are not passive observers; they are active participants and innovators within the digital realm, crafting their narratives and asserting their identities as capable navigators of modern technology.