AgeTech

TheGerontechnologist™ Insights
Created by Keren Etkin, gerontologist, entrepreneur and author of The AgeTech Revolution – a book about the intersection of tech and aging. https://thegerontechnologist.com

Webinar: The AgeTech Revolution: Trends, Challenges, and Opportunities
Through real-world examples and industry insights, Keren Etkin from the Gerontechnologist highlights the role of digital innovation in enhancing senior independence, particularly for those in rural areas. https://www.benfranklinlearningcenter.org/training/event/the-agetech-revolution-trends-challenges-and-opportunities

The AgeTech Podcast by The Gerontechnologist
The show that brings to you the movers and shakers of the agetech ecosystem, hosted by Keren Etkin, founder of TheGerontechnologist and the author of The AgeTech Revolution. https://www.youtube.com/@TheGerontechnologist/podcasts

How to Market to Older Adults in 2025
The AgeTech Podcast*, hosts Jeff Weiss, founder of Age of Majority, to bust common myths and share proven strategies for marketing to the 55+ audience. If you’re building a startup for older adults, marketing health or wellness tech, or trying to reach caregivers—this conversation is a must-watch. https://youtu.be/W0_H55_pCEY

The John Hartford Foundation Data & Surveys
Use findings from JAHF surveys in your work to improve care for older adults, including Age-Friendly Insights, a polling series exploring opinions and beliefs on aging. https://www.johnahartford.org/age-friendly-insights

Tech-Enhanced Life
Tech-enhanced Life and a virtual community of older adults (the Longevity Explorers) are exploring the future of aging. We are especially interested in how new products and services that leverage technology can improve quality of life as we age. https://www.techenhancedlife.com

Innovation and the Future of Aging
This page is designed for entrepreneurs, innovators, and companies who are interested in creating better products and services for older adults, their families, and caregivers. https://www.techenhancedlife.com/innovation-future-aging

Designing for Older Adults: Learnings
We are exploring these ideas in a series of explorations and articles. Our goal is to shed light on what people need to bear in mind as they think about developing products for various types of people who just happen to have as a common factor, their age.
https://www.techenhancedlife.com/hub/designing-older-adults-learnings

What They Want vs What You Think They Need
View the “Uninvited Guests” Video https://www.techenhancedlife.com/articles/what-they-want-vs-what-you-think-they-need

Pennsylvania State Plan on Aging 2024-2028
This four-year State Plan outlines strategies to support older adults aging in their communities by promoting independence, honoring individual choice, improving services, embracing diversity, and strengthening accountability. https://www.pa.gov/agencies/aging/resources-for-aging-professionals/state-plan-on-aging.html

The State of AgeTech: Insights in Brief
Research-driven Insights and Innovations in Caregiving, FinTech, Smart Home, and AI https://agetechcollaborative.org/wp-content/uploads/2024/07/ATC_-State-of-AgeTech-Report_Final.pdf

AARP Livability Index
The AARP Livability Index scores neighborhoods and communities across the U.S. for the services and amenities that impact you the most. https://livabilityindex.aarp.org

Census Data for Research
Use Census QuickFacts to search for your state, county, or city’s census data. https://www.census.gov/quickfacts/fact/table/PA,US/AGE775223

Here is a list of high-quality, free or low-cost market research resources focused on the U.S. market offering data and insights on U.S. adults age 65 and older. These include government reports, nonprofit studies, and industry surveys covering demographics, consumer behavior, market trends, and industry analysis in health tech, mobility, smart home, and caregiving.

• Caregiving in the United States 2020 (AARP & NAC) – Comprehensive national report on family caregiving for older adults. Provides demographic breakdowns of caregivers, care recipient needs, and trends in unpaid care (53 million adult caregivers in 2020)​aarp.org. Highlights challenges, market drivers (e.g. aging population, healthcare needs) and opportunities for caregiving support services. Download “Caregiving in the U.S. 2020” report
• AARP Tech Trends and the 50+ (2022) – Annual survey of technology adoption among Americans 50 and older. Shows usage rates of devices (smartphones, wearables, smart-home tech), online activities, spending on tech, and attitudes toward emerging tech. For example, by 2021 smartphone ownership reached 61% for ages 65+ ​pewresearch.org. Includes insights into consumer behavior, barriers (e.g. skepticism toward AI), and opportunities in health tech and smart home markets for seniors. Download the AARP 2022 Tech Trends Report
• AARP Longevity Economy Outlook – Analysis of the economic contributions and market power of Americans 50+, with projections and segment data. Details how the 50+ population drives trillions in economic activity (paid work, spending, and unpaid activities)​aarp.org. Includes market segmentation of older consumers, key spending categories (health, transportation, housing), and discusses market drivers (longer lifespans, higher wealth) and challenges. Useful for identifying opportunities in the “silver economy” across health tech, smart homes, and more. Download the AARP Global Longevity Economy Outlook report
• AARP Home and Community Preferences Survey (2021) – National survey on older adults’ housing and smart home preferences. Finds 8 in 10 adults 65+ want to age in their current home​, driving demand for home adaptations and smart home technologies (e.g. safety sensors, voice assistants). Covers demographics of those aging-in-place, interest in ride-hailing and transportation alternatives, and highlights opportunities in home-based services and tech that support independence. View the 2021 Home and Community Preferences Survey
• Profile of Older Americans (2021) – An official data profile of U.S. seniors compiled by the Administration for Community Living (HHS). Offers key demographics for 65+ (population size, growth, income, health status) . Includes stats on living arrangements, disability prevalence, and computer/internet use. This annual profile helps with market segmentation and trend analysis (e.g. rising number of older adults living alone or regional population shifts) that can inform product and service targeting. Download the Profile of Older Americans 2021 Report
• Pew Research Center – Older Adults & Tech Adoption – Ongoing research data on tech usage by seniors. Pew’s studies (e.g. 2021 survey) show rapidly increasing adoption of smartphones, internet and social media among ages 65+ (75% use the internet; 45% use social media)​pewresearch.org. Reports highlight behavioral trends (what seniors do online), as well as persistent gaps (e.g. rural vs urban, or age 65-74 vs 75+). These free reports and fact sheets offer insight into the digital divide, consumer attitudes, and how the gap in tech use between older and younger adults is narrowing​pewresearch.org. (Free data essays and fact sheets, updated regularly). Download the Pew Research Technology Use Among Older Adults report
• National Household Travel Survey (NHTS) – Older Adult Travel Patterns – A U.S. Department of Transportation survey (latest 2017/2022) that provides data on mobility and transportation usage by age group. Reveals how adults 65+ travel: private car usage (over 80% of trips), rates of driving license holding, use of public transit (lower but growing from 14% to 23% between 2001 and 2017), and emerging options (ride-hailing, etc.). The NHTS data portal and summary reports help identify mobility needs, safety issues, and opportunities for innovation in senior transportation (from ride services to autonomous vehicle adaptation). (Free dataset and summary reports). View the FHWA National Household Travel Survey
• Aging Connected (OATS/Humana, 2021) – Study exposing the internet connectivity gap among older Americans. Found that about 22 million Americans 65+ lacked broadband at home in 2021, limiting access to telehealth, smart home devices, and other digital services for seniors. Breaks down internet adoption by income, race, and geography, and discusses the implications for health tech and caregiving solutions (e.g. need for improved digital literacy and affordable internet). Helps entrepreneurs understand a key market restraint and the importance of addressing digital inclusion. (Free report by Older Adults Technology Services). Aging Connected Report (PDF)
• Tech-Enhanced Life – Longevity Explorers: A community-driven initiative where older adults (60s–90s) evaluate and discuss technologies aimed at improving aging in place. Offers hands-on reviews, user feedback, and insights into real-world needs. View Tech Enhanced Life's Website
• Age of Majority – Revolution55 Insights: A research-driven consultancy led by Jeff Weiss, focusing on marketing to active agers (55+). Provides data on consumer behavior, debunks aging myths, and offers strategies for engaging older demographics. Read the report: Bridging the Gap - Age of Magority
• The John A. Hartford Foundation – Research & Reports: Supports initiatives to improve care for older adults. Offers a wealth of free reports, case studies, and data on aging, caregiving, and health system innovations. Visit the website