Nearly half (46%) of American consumers over 50 feel technology brands don’t aim marketing at their generation, according to a new study. And 43% believe marketing that does target them is patronising. The research comes from global marketing communications agency Clarity. It reveals that 67% of US over 50s want to be more “tech savvy” and are eager to use to latest technology. But a majority (63%) are deterred from buying it by cost, suggesting more needs to be done to persuade them of product value to convert them into buyers. Clarity’s senior vice president says: “Given how much of an appetite over 50-year-olds have for consumer technology, it is an extraordinary miss that so many brands are clearly getting it so wrong. If smart home brands can clearly articulate how smart technology can improve their lives in an approachable way, this generation will clearly sit up and pay attention.”