88 per cent of over 65s feel shut out by online brands, according to new research from customer engagement platform Twilio.

The study, which surveyed more than 800 Brits over the age of 65, found that while 76 per cent of over 65s rely on online shopping, accessibility remains an issue.

Only 12 per cent said that they feel understood by the businesses they shop with.

85 per cent of over 65s prefer to contact businesses on the phone, with only 16 per cent preferring chatbots and in-app communications compared to 57 per cent of consumers aged 18-34.

Almost 44 per cent of over 65s think businesses do not understand their needs for digital interaction, and only 10 per cent feel they represent brands’ target market.

“Trust between business and customer is crucial, particularly in challenging economic times, and building that trust with tailored, personalised communication is key,” said Sam Richardson, principal visioneering consultant at Twilio. "While in-app chat and SMS are useful for delivery updates and might perfectly suit more digital-native audiences, businesses should also think about what people with accessibility needs require from them.”

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