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Internet Travel Monitor - Marketing & Research
May 7, 2008
Seniors Are Increasingly Active Online
NEW YORK, NY – More than one-third of US consumers born before 1946 use the Internet, according to Pew Internet and American Life Project data cited in an April 2008 Focalyst study. Pew also said that more than half of the younger members of this group (ages 62 to 71) are online.
These connected consumers ages 62 to 71 are an attractive demographic, according to Focalyst, which is a venture of the American Association of Retired Persons and Millward Brown.
Focalyst conducted the study with Dynamic Logic MarketNorms, and found that US Internet users ages 62 and over were generally better-educated and had higher incomes than non-Internet users the same age.
As may be expected, online seniors use the Internet to stay in touch with family, but they they do more than swap stories about grandchildren. Nearly six out of 10 US Internet users 62 and older use search engines. Among other activities, almost one-quarter of the group banks or pays bills online and one-fifth are video gamers.
US Internet users 62 and older were more likely to notice Web advertising than younger users. However, online consumers of all ages were equally likely to be motivated by online ads to make a purchase.
In fact, online consumers 62 and older had greater purchase intent for some categories of online ads, such as pharmaceuticals, insurance, consumer packaged goods, travel and entertainment.
US marketing executives surveyed in October and November 2007 by Anderson Analytics named baby boomers, who are entering the 62 and older group, as their most important demographic.
Copyright 2008 eMarketer Inc. All rights
reserved. From http://www.emarketer.com.
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