Barómetro del Consumidor Senior | IKERFEL

Mapfre Foundation and the Ageingnomics Research Center have given us the opportunity to develop the VI Senior Consumer Barometer, a key study to understand a group of enormous demographic, economic and social relevance.

This sixth edition offers an in-depth look at the realities of people over 55 in Spain, addressing key aspects not only from an economic perspective—such as spending, savings, housing, leisure, tourism, and technology consumption—but also from a social and attitudinal perspective, analyzing issues such as life attitudes, family support, future plans, sexuality, and ageism.

Google collaborated once again on the project, providing a specific perspective on the impact of technology on senior consumption.

The Barometer offers a realistic and positive view of demographic change, highlighting the economic and social opportunities that an aging population presents. Its accessible approach underscores the value of this demographic group within Spanish society.

Applied Methodology.

For this study, different techniques were combined, optimal for addressing the specific characteristics of this group.

Telephone interviews (CATI Ikerfel Survey System).
Online interviews (CAWI Ikerfel Survey System).

Sample size and design

The study measures the spending power of people over 55, with a special focus on technology, savings, housing, and tourism.

To achieve this, it bases its results on interviews with a sample with the following characteristics:

Universe: People aged 55 and over residing in Spain.

Sample design: random, stratified sample with proportional allocation by sex and age, and semi-proportional allocation by autonomous community with oversampling in the Community of Madrid, the Basque Country, and the Valencian Community.

Sample size: 2,260 interviews with the following distribution according to age groups:

55-59 years: 22%
60-64 years: 19%
65-69 years: 16%
70 and over: 43%

Sampling error: ±2.1%

We conducted an in-depth analysis of a continuously growing group, now numbering more than 16 million people and a fundamental pillar of society.

Main Conclusions

The data collected in autumn 2025 show that older adults in Spain maintain a solid economic position. Most have household income, own their homes, and retain the ability to provide financial support to those close to them, especially children and grandchildren, reaffirming their role as one of the main pillars of intergenerational support.

Moreover, they continue to make a strong commitment to well-being and quality of life. They take care of themselves, visit the doctor relatively infrequently, and remain active in leisure pursuits, with a clear desire to keep travelling for pleasure, even abroad.

This edition highlights the continued progress of digitalisation: the connected senior population continues to grow, reaching 13.7 million people, with more than 81% of older adults active online.

However, an important challenge remains: adapting homes to dependency needs, as nearly 8 out of 10 senior households are not prepared for this. At the same time, there is a growing trend among those open to using their home as a way to generate additional income during retirement.

Thanks to Google’s collaboration and complementary information from Spain’s National Statistics Institute (INE), it is clear that the digital divide continues to close at an accelerated pace.

Despite the strength of this group, ageist stereotypes persist, portraying seniors as a social burden. In contrast, the Barometer reveals a very different reality: the “grey generation” has spending power, is adapting rapidly to digitalisation, and asserts its right to fully enjoy life.

Our commitment is to continue building on these findings, helping to promote a positive image of the senior population and encouraging initiatives that create employment, wealth, and solutions tailored to their emerging needs.

A true “silver euro” for Spain, within society’s reach.

A key group: more than 16.7 million seniors People aged 55 and over already represent 34% of the Spanish population, a group that is essential for the economy and social cohesion due to its demographic weight and purchasing power.
Economic optimism and income stability 59% feel secure about their financial situation, and 74% believe it will remain the same or improve in the coming years, reflecting a positive outlook for the future.
Saving as a source of peace of mind 51% save money at the end of the month, mainly to be prepared for unforeseen events, dependency, or health issues, showing an active approach to financial planning.
Financial support for children and relatives More than half (52%) provide economic help to those close to them, reinforcing their role as one of the main pillars of intergenerational support.
Homeownership, but challenges linked to dependency 85% own their home and most are mortgage-free, yet home adaptation remains a challenge: 41% would like to have domestic support, but only 15% currently do.
Leisure, culture and travel as vital priorities Spending on leisure, travel and culture is increasing, rising from 23% to 30%, and many seniors continue to express a strong desire to travel and enjoy their free time.
Accelerating digitalisation: 13.3 million connected Seniors are becoming increasingly digitally active: they use online banking, social networks and streaming platforms, and 44% already use artificial intelligence.
Persistent ageism and feelings of discrimination 20% have felt discriminated against because of their age, particularly in the workplace and financial services, highlighting that ageism remains a social reality.
Health, sociability and stable relationships as pillars of well-being 75% take care of their diet, 57% exercise regularly and 71% have a stable partner. They also value emotional and sexual well-being as essential to their quality of life.