Report on the Silver Consumer in Spain 2022

Discovering the Silver Consumer: a generation connected to tomorrow

Through this report, launched by the Payment Innovation Hub, as an innovation center, in collaboration with CaixaBank, Visa, Samsung and Arval, the average profile of the current Spanish Silver is presented: what they are like, what concerns them, their perceptions and their purchasing behavior in different channels and sectors.

The research includes an analysis carried out at the national level with a representative sample of a total of 4,796 (between 55 and 75 years old), outlining an x-ray of this segment as a self-sufficient person, fully decision-making and responsible for their purchases. The Spanish Silver values ​​health, socialization and family bonding. This trend opens a horizon of challenges and opportunities in terms of technological innovation in sectors as diverse as health, banking, automotive, leisure and tourism, among others. According to the study, Silver is a well-educated person with a better life expectancy and who also highly values ​​the concept of family.

The report shows that this is a generation trained and adapted to new technologies. A third of those interviewed have a university degree, have purchasing power and are familiar with digital channels. Without a doubt, the results of the study consolidate the importance and potential of Silver to create value and contribute to economic and social development.

When the current population between 45 and 54 years old – the Silver of tomorrow – joins this segment en masse, it will be a generation immersed in multi-channel experiences and very permeable to product and service innovation. This future projection points to a significant transformation of consumption and socioeconomic structure in our country.