Canadians age 60-plus now make up nearly one-quarter (10 million) of Canada’s population. There are over three million more in that age group today than in 2013, and many are preparing for the next chapter of their lives.

According to Vividata’s SCC Study of the Canadian Consumer Summer 2023, about 73% of 60-plus Canadians are preparing to age in their current home — and they’re willing to spend money on products that make their home a better fit their needs as they age.

Spending on home modifications by this age group is projected to reach $8.7 billion and are meant to allow them to live more independently longer, as well as delay admission to hospital, a long-term care facility, or access to homecare services.

TV is also the most likely medium for brands looking to reach this age group. The majority of 60-plus Canadians (76%) spend more time watching live TV broadcasts than other age group. They are nearly 49% more likely to watch in excess of four hours of live TV daily, and 38% more likely to watch two to four hours a day.

Over 40% of 60-plus Canadians watch Global and CityTV in an average week, followed by CTV (35%), CBC (34%) and TSN (29%). The top five channels they’re watching are Lifetime, DTour, MovieTime, NatGeo Wild and Vision TV.

Radio is also a frequented media channel for 60-plus adults. Although most Canadians spend less than two hours a day listening to radio/audio, those 60-plus are 40% more likely than the average adult to listen for more than four hours in a typical day.