A New Reality Check: Are We Overlooking the Digital Power of Older Audiences?

New research shows older adults are now spending as much — or even more — time on their phones than younger generations.

For ski areas and outdoor brands, that insight changes the conversation. Youth may still be the culture engine driving inspiration, but parents and grandparents are often the trip engine — researching, planning, and booking the adventures that bring families to the mountains.

Maybe the opportunity isn’t choosing between younger or older audiences… it’s connecting the generations together and creating shared mountain experiences that start on a screen and end on the snow.