Valentina Duque
Marketing Manager
AMI
Marketers think that Latin America’s surge in digital consumption is sparked by the young.
They’re wrong.
A group of older Latin American known as the “silver generation,” “la generación plateada” or “a geração prateada,” are actually huge drivers of digital consumption in the region.
Before we explore their digital dynamism, we should define the silver generation. Generally speaking, the silver generation consists of people over 60, meaning the generation of baby boomers (born 1946-1964) and older Generation Xers (born 1965-1980).
Despite the common misperception that these consumers aren’t tech-savvy, LatAm’s silver generation are actually everyday digital users, with well-defined, rational, and economically significant usage patterns. This is by no means a marginal phenomenon, but rather a structural transformation that calls for a different strategic approach.
We’ll be covering those usage patterns in this piece to help marketers know how to adjust their approaches toward this age group.1 But more importantly, we’ll also uncover the key strategic questions that marketers need to answer so they can develop the most effective approaches to tap into the considerable spending power of la generación plateada.
Constantly Connected—but Always with Purpose
This level of connectivity positions the silver generation as one of the fastest-growing groups in terms of digital adoption in the region. Unlike younger generations, their usage isn’t driven by a hunger for constant entertainment through a Tik Tok feed or Twitch, but by functional needs: family communication, access to health information, payments, shopping, and managing services.
From a market intelligence perspective, this purpose-driven usage means that marketers have to explore critical questions beyond just how often they connect. A study to drive strategies needs to segment users by motivation for use, identify critical times of day, and cross-reference connectivity with spending decisions. For a company in the healthcare, retail, or financial services sectors, this makes it possible to map when and why consumers aged 55 and older engage with the digital environment.
Who Is the Silver Consumer, Really?
Primary research that segments 55+ consumers by motivation, channel, and actual spending capacity across Latin America.
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The Smartphone as a Hub for Adults
Nine out of 10 adults in Latin America over the age of 65 own a smartphone. Among those over 45, the percentage is slightly higher.
With smartphones, the strategic assessment is clear. Companies that’s don’t measure the mobile experience of older consumers are overlooking a huge segment of key customers. They need to focus on usability testing, identifying drop-off points, and evaluating interface comprehension. The goal is not only to confirm adoption but also to detect hidden friction that impacts conversion and retention.
WhatsApp Is More Transactional than Informational
WhatsApp is the most widely used app among adults aged 55 and older in the region, with a 94% adoption rate. The next most widely used app is Facebook, with 77%.
These are impressive numbers, but adoption rates matter less than the versatility of WhatsApp for the silver generation in Latin America. They use it to answer questions, confirm purchases, share receipts, coordinate technical support or customer service, and, in many cases, complete entire transactions.
From a market intelligence perspective, there is one key line of analysis to consider: how prepared is your company to use WhatsApp as a transactional channel, not just as a source for information. A well-targeted study can assess what types of interactions build trust or what messages trigger purchasing decisions. For many companies, this represents a completely underestimated growth opportunity.
The Fintech App Gap No One Is Measuring
PCMI research on banking and fintech app adoption shows where older adult users drop off — and what fixes retention.
TALK TO OUR PAYMENTS TEAMLatAm Seniors Use Social Media to Make Decisions, not for Entertainment
71% of adults aged 65 and older in Latin America use social media, primarily Facebook and YouTube.
They’re on these networks a lot. But not really for fun, unlike their children and grandchildren. Latin America’s silver generation goes to social media for useful information, tutorials, reviews, and content that helps them make decisions. Crucially, they don’t consume based on volume; they consume based on relevance.
This has direct implications for marketing and product development, as it is important to measure the impact of content on the purchase decision. That;s why some of AMI’s work in this area has involved digital consumption studies for this segment that analyzed what content actually influences decisions, how it interacts with other channels, and what role it plays in the pre-purchase stage.
What Content Actually Moves Your 55+ Buyer?
AMI’s consumer insights studies identify which messages, channels, and formats drive purchase decisions among Latin America’s silver generation.
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They Use Mobile Banking—but only if It’s Quick and Easy
57% of baby boomer adults in Latin America (aged 65 and older) use mobile banking. Among adults aged 55 and older, the percentage rises to 68%.
Strong usage among silvers—but there’s a catch. According to studies by our partner PCMI (a global payments industry intelligence firm), adoption among LatAm seniors increases when the interface is simple and validation processes are not excessive. When friction arises, users quickly abandon the service.
This is a critical point for strategic evaluation. A market intelligence study would help identify which barriers generate mistrust, how they vary by country and socioeconomic status, and which adjustments have the greatest impact on retention.
E-commerce Has to Be on Their Terms
58% of people aged 65 and older in Latin America made at least one online purchase in the past year. Among consumers aged 45 and older, the percentage rises to 67%.
However, the growth of e-commerce among Latin America’s silver generation depends on very specific conditions:
- Costs that are visible from the start
- Clear return policies
- Processes that are “as simple as possible”
- Minimal ambiguity (transparency)
- Trust (the issue of fraud is highly sensitive)
How to Position Your Company for the Silver Economy
The silver generation is already digital. The key question for companies is how to assess its true potential—and how to best tap into this rich vein. Not all older adults have the same ability to adopt new technologies, the same purchasing power, or the same priorities.
This is where market intelligence becomes crucial. Well-designed studies allow you to:
- Gauge the actual size of the 55+ digital market (an opportunity worth billions)
- Identify high-value subsegments
- Assess risks of friction and churn
- Prioritize channels with proven impact
Without these insights, companies run the risk of investing in digital initiatives that don’t convert. Or they may underestimate segments that are already poised for growth.
The Silver Economy Needs the Right Intelligence
Talk to AMI about consumer studies and market strategies for the 55+ segment in Latin America.
TALK TO OUR LATAM TEAMNotes:
- The data points were drawn from the Tsunami LATAM 2025 study, based on surveys of older consumers in Chile, Mexico, Argentina, Colombia, Peru, Brazil, and Uruguay. ↩︎
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