Customer experience tests of three recent iPhone ads find that Baby Boomers – those aged 55 plus – find them annoying and worrying.
The tests were carried out by UserTesting, who also explained why Apple likely made the decision to run the ads despite knowing the effect they would have on older people …
The firm studied the reactions of two age-groups to three different video ads (shown below).
- Gen Z (18-25)
- Baby Boomers (55+)
The panel of 200 people included both iPhone and Android users, and found that there was little difference in their reactions. Those in the 55+ age-group found the ads actively off-putting, thanks to their fast-paced style, describing them as ‘silly’ and ‘chaotic.’
In particular, the fast-paced way in which Apple Pay was presented, without any detail about how safe it is, actively worried Baby Boomers.
But the firm says that this doesn’t matter much, because the ads aren’t about persuading Android users to switch – rather to reinforce the brand loyalties of younger iPhone owners.
“The thought of paying with a glance scares me. There are a lot of variables to consider.” – Female, 54 years old, iOS
“I’m concerned about security and identity theft with the new payment feature and the unlocking the phone or apps with a glance.” – Female, 61 years old, Android
You can watch the three ads below. Let us know your own impressions in the comments, and give an indication of your age range if you feel so inclined.
