The 2026 SME Digital Trends Study finds that 55+ adults are fueling online purchases, news traffic, and Facebook
Puerto Rico’s older adults are reshaping the Island’s digital landscape, and one of the clearest signs is their growing reliance on Facebook, a counter-trend at a time when many assume the platform’s influence is waning.
New data presented Wednesday by SME Puerto Rico shows that people 55 and older are not only more active on Facebook than the general population, but they are also driving a significant share of Puerto Rico’s online commerce and news consumption.
The findings come from the 2026 SME Digital Trends Study, unveiled at the SME Power Breakfast at La Concha Hotel. The study offers one of the most detailed looks to date at how Puerto Rico’s aging population is reshaping digital behavior, consumer habits and media engagement.
According to the report, four in every ten Puerto Ricans are now 55 or older, representing about 38 percent of the population, and one million of them are active digital media users. That group accounted for nearly a quarter of all online purchases on the Island last year, totaling $234 million. “During the past years Puerto Rico has experienced a rapid transformation of its population that is redefining the profile and needs of society and the market,” said Anitza M. Cox, director of Analysis and Social Policy at Estudios Técnicos, Inc. She noted that Census data shows a 14 percent population decline and a 57 percent drop in births, demographic shifts that have accelerated the rise of the 55+ segment.
The study found that 38.4 percent of consumers ages 55 to 64 and 29.5 percent of those 65 and older made online purchases in the past year. Their top categories include clothing and accessories, home and cleaning products, health items, beauty products, auto parts, and electronics. Amazon and Temu are the preferred shopping platforms. Cox highlighted that “in the 55–64 segment, the median annual spending surpassed the median for Puerto Rico’s consumers overall — $800 versus $750.”
Beyond shopping, older adults are deeply immersed in digital life. On average, they spend four hours a day on digital media through their mobile phones, engaging in communication, entertainment, social networks and e‑commerce. Their app usage differs sharply from the general population: 77 percent of people ages 55 to 64 use Facebook, compared with 45.5 percent of the general population. WhatsApp follows at 69.2 percent. Among all digital consumers, WhatsApp typically ranks first but for older adults, Facebook remains the central hub.
The platform is also a gateway to news. Cox explained that “a large part of the increase in access to news media among digital consumers in Puerto Rico is due to this segment.” More than half of people ages 55 to 64 visited online news outlets in the 30 days prior to the study.
Social media presence is nearly universal among this group: 92.2 percent of those 55 to 64 and 79 percent of those 65 and older use at least one platform. More than half rely on Facebook to follow news, events and product information. One in five has purchased a product after seeing it advertised on social media, underscoring the commercial power of this demographic.
Their influencer preferences also diverge by age. Among those 55 to 64, 41.7 percent follow personalities, especially in entertainment, comedy, music, tourism, travel, gastronomy, health and wellness. For those 65 and older, religious and spiritual figures dominate, followed by entertainment and health‑related creators.
The study also captured early signs of artificial intelligence adoption. Six in ten people, 55 and older have heard of AI, and among those 55 to 64, one in four already uses AI tools for information, research, translation, personalized recommendations, and problem-solving. “Forty-seven percent have some openness to brands using artificial intelligence to help them decide what product to buy,” Cox added. The most commonly used tools are ChatGPT and Google Gemini.
SME Puerto Rico president Alexandra Ruíz said the organization considers these findings essential to the business community. “We are committed to creating spaces that keep our industry connected to what is transforming consumers, the market and businesses,” she said. “Our events, studies and learning platforms bring professionals closer to data, experts and relevant perspectives that help them anticipate changes, identify opportunities and make better decisions.”
The event closed with a conversation about how Puerto Rico’s older adults are redefining aging — from new ways of connecting and participating in community life to the need for more authentic representation in advertising. The discussion, moderated by Margeritte Sánchez, CEO of Up Shine Agency, featured Maribel Matos, founder of Authentic Models & Talent Agency, and Ana Enid López, editorial director of Soy Silver.
