Significant shifts in how Americans aged 65 and older spend their time have emerged over the past two decades, driven by increased longevity, evolving social norms, and technology adoption.
Data from the U.S. Bureau of Labor Statistics American Time Use Survey, as analyzed by Nifty50Plus, reveal that older adults are dedicating more hours to digital communication, light physical activity, and extended working years, while spending less time on traditional social outings and cognitively demanding activities like reading. These behavioral transformations reflect broader trends such as aging in place and the sustained engagement of older adults in the workforce.
For insurance professionals, these evolving daily routines present both challenges and opportunities. Understanding the lifestyle changes of this demographic enables insurers, agents, and underwriters to better tailor products, risk assessments, and customer engagement strategies. This article synthesizes key findings from the Nifty50Plus report and translates them into actionable insights for the insurance industry.
Key Insights
- Increased Digital Engagement Among Older Adults: Older Americans are spending significantly more time on digital platforms, including texting and computer use, reflecting a shift towards virtual communication. This trend affects how insurers should approach marketing, policy servicing, and claims communication, emphasizing digital accessibility and user-friendly online platforms.
- Rise in Physical Activity and Aging in Place: There is a notable increase in light physical activities such as walking among the 65+ demographic. Coupled with the preference to age in place, insurers can anticipate greater demand for products related to home modifications, wellness programs, and health monitoring technologies that support independent living.
- Extended Workforce Participation: Nearly 20% of adults aged 65 or older remain employed, doubling the participation rate from 35 years ago. This extension of working life affects life and health insurance underwriting criteria, retirement planning products, and disability coverage considerations, as risk profiles evolve with continued employment.
- Decline in Traditional Social and Cognitive Activities: Decreased time spent on social gatherings, cultural outings, and reading indicates shifting social dynamics and cognitive engagement patterns. Insurance providers should consider the potential mental health and social isolation risks that may accompany these changes when designing holistic coverage and wellness initiatives.
- Longevity and the Growth of the Centenarian Population: The tripling number of centenarians over 30 years, projected to quadruple by 2054, underscores the importance of long-term care insurance, annuities, and products addressing extended life expectancy. Insurers must incorporate longevity risk into their actuarial models and product development.
Insurance Industry Applications
- Product Development: Insurers can develop customizable policies that reflect the active and digitally connected lifestyles of older adults, such as telehealth coverage, wearable health device discounts, and flexible term life insurance options accommodating extended working years.
- Risk Assessment and Underwriting: Incorporating data on increased physical activity and continued employment enables more refined risk profiling, potentially leading to more accurate premium pricing and reduced adverse selection.
- Customer Engagement Strategies: Leveraging digital communication channels aligns with older adults’ increased online presence. Implementing user-friendly mobile apps and virtual customer service can enhance satisfaction and retention.
- Wellness and Preventive Programs: Offering incentives for physical activity and social engagement can mitigate risks associated with sedentary behaviors and social isolation, ultimately reducing claims related to chronic illnesses and mental health.
- Longevity Risk Management: Insurers should adjust actuarial assumptions to reflect rising life expectancies and consider innovative products like longevity annuities and hybrid long-term care policies to address aging populations’ financial security needs.
Conclusion and Recommendations
The daily behaviors of Americans aged 65 and beyond have transformed considerably, shaping new risk landscapes and opportunities for the insurance industry. Insurers who proactively integrate these behavioral insights into their product design, underwriting, and customer engagement will be better positioned to meet the evolving needs of this growing demographic. Prioritizing digital accessibility, supporting active and independent lifestyles, and addressing longevity risk are essential strategies moving forward.
Insurance professionals are encouraged to continuously monitor demographic trends such as those detailed in the Nifty50Plus analysis and adapt their approaches accordingly. Collaborations with healthcare providers and technology firms can further enhance offerings tailored to older adults, ensuring comprehensive coverage that aligns with contemporary lifestyles.
For a detailed exploration of these trends, refer to the original Nifty50Plus article at https://nifty50plus.com/2026/01/14/how-do-65-americans-spend-their-day-data-says-its-changed-drastically-in-20-years/family-relationships/.
Original Source: https://nifty50plus.com/2026/01/14/how-do-65-americans-spend-their-day-data-says-its-changed-drastically-in-20-years/family-relationships/