O2 has launched its ‘Guru for Life’ campaign as the operator releases new research revealing that almost half of over-65’s feel confident using modern technology, despite preconceptions that they struggle.
The campaign, which is designed to find the UK’s most tech-savvy grandparents and inspire others pensioners to get the most from technology, encourages consumers to nominate their granny or grandad to become its ‘Guru for Life’. The winning pensioner will then work alongside existing O2 Gurus in stores and online providing technology tips.
The study, conducted by ICM, revealed the poor quality of help available to over-65s. Despite 48% of pensioners claiming that they felt comfortable using modern technology, 76% admitted that they would still like more support in getting to grips with the latest advances, while another 52% admitted lacking the confidence to get to grips with new technology.
O2 Guru leader Phil Nolan said: ‘There are no age limits when it comes to technology. But while many older people are embracing this newly digital world, there are many who can feel alienated by the nature of the help that’s available to them. Gurus for Life is about smashing the stereotype that only teens and twenty-somethings deserve to be able to be use modern tech and championing technology for all.'
Nominations for the Gurus for Life competition close on 1 August.