The Media Metrix Report shows that this group now comprises 20 percent of total online users outpacing 18-24-year-olds who trail at 17.5 percent. The report also shows that seniors surf the Internet more frequently, stay there longer, and check out more Internet pages than even their college-age counterparts, thereby contradicting the widely held belief that seniors are technology laggards.
An Online Gold Mine – According to a Greenfield Online
An amazing 92 percent of wired seniors have window shopped online and 78 percent have made a purchase. This is significantly higher than the online shopping and buying by the total Internet population, according to tracking studies by the Westport-based company that pioneered online marketing research.
There are currently more than 55 million seniors and over the next 20 years, more than 70 million baby boomers will join the “senior” rank.
Seniors are the wealthiest consumer on the planet
This consumer group has the most disposable income with the greatest buying power; interested in new services to enhance their lifestyle and is currently the largest consumer in more product categories than any other market group.
Also, According to a Greenfield Online consumer research study, an amazing 92 percent of wired seniors have window shopped online and 78 percent have made a purchase. This is significantly higher than the online shopping and buying by the total Internet population.
There are 76 million Americans 50 and older
Twenty-seven percent of those over 65 are online. (eMarketer 2000)
Currently, there are 76 million Americans over fifty or one in every four of us. There are 28 million women in the U.S. between the ages of fifty and seventy-five, and there are 11 million women over fifty who are employed or looking for work, including over one million women who are sixty-five plus!
In terms of economic impact, about half of America’s discretionary income lies in the pockets of those of us fifty and over, a group that is increasing by some six thousand people per day.
And, how many of us women over fifty-five are single? There are 14 million. Single men – 4 million. Yes, it’s true . . . 4 million single men over fifty-five and 14 million single women
Seniors are the Fastest Growing Internet Group
Seniors (age 55 and older) currently have the highest projected growth rate amongst all age groups. Formerly known as the group least likely to be online, seniors have increased their online presence to a 38% increase since last year. By the year 2003, it’s estimated there will be 17.3 million seniors online
BUSINESS 2.0
Since last year, there has been a 38 percent increase in growth among seniors. Seniors participate in e-communities, make purchases online, swap photos of family, and keep in touch with friends. Seniors spend more hours per week online than any other age segment, including teens.
New eDemographics Report Reveals Major Shifts In U.S. Online Usage
Women now account for 37.1 million of all U.S. adult users, representing 49% of the total active online population, according to eMarketer’s eDemographics & Usage Patterns Report. The report also states that by the year 2003, the number of American women online will increase to 78.8 million, accounting for 51%, as men online will grow to 75 million representing only 49% of total active adults. This ratio will mirror that of women in the overall population — outnumbering men both online and offline.
Amongst minority groups, Asian households outpace all other race/ethnic groups in the percentage of households online. According to the report, 54% of Asian households are actively online compared to 39% of white households, 33% of Hispanic households, and 30% of black households.
More Seniors Online
Newly established online services and communities are partly responsible for the rise in internet usage by senior citizens. Seniors (age 55 and older) currently have the highest projected growth rate amongst all age groups. Formerly known as the group least likely to be online, seniors have increased their online presence to a 38% increase since last year. By the year 2003, eMarketer estimates there will be 17.3 seniors online representing 11% of the total online population.
Key Findings of the eDemographics Report:
- Average income of online households will decrease as the number of lower-income families joining the net increase.
- Income, not race, shapes the digital divide.
- Workplace net users access the internet for longer periods than home-based users.
Net users are scaling down their consumption of other media in lieu of the Internet.
By year-end 2000, only 38 percent of the world’s 197.6 million active internet users will come from the U.S. As the growth of new users in the U.S. is gradually slowing down, the rest of the world is gaining a larger presence, with Western Europe and Asia leading the way.
“Waning net dominance in the U.S. will be reflected in more diverse content and globalized services,” states Claudine Thompson, Senior eMarketer Analyst and author of the eDemograhics report. “Online businesses will undoubtedly benefit from a wider consumer base, but will also be faced with increased competition and delivery concerns.”
