Attention Marketers-Don’t Overlook Older Adults’ Internet Use


This post is for online marketers thinking about how to sell more to younger consumers who represent the majority of online users for their products or services.

Do so at your own risk but don’t ignore the surge of older adults with typically more disposable income and a lot more time on their hands to surf the web for just about everything.  Apple‘s i-pad is a big hit in nursing homes, age 60 is becoming the new 30 in consumerism and more consumers turning 65 and their caregivers are turning to the Web to find and compare Medicare plans.

Seniors are Internet Users too

According to Pew Research, as of April 2012, 53% of American adults age 65 and older use the internet or email. Though these adults are still less likely than all other age groups to use the internet, the latest data represent the first time that half of seniors are going online. After several years of very little growth among this group, these gains are significant.

As of February 2012, one third (34%) of internet users age 65 and older use social networking sites such as Facebook, and 18% do so on a typical day. By comparison, email use continues to be the bedrock of online communications for seniors. As of August 2011, 86% of internet users age 65 and older use email, with 48% doing so on a typical day.

Read the complete story here: Older adults and internet use | Pew Research Center’s Internet & American Life Project.

If you have any questions or need help with this topic, contact me at emorydigitalmarketing.

Steve Emory, President, Managing Partner Emory Digital

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Explore posts in the same categories: Audience Targeting, DIgital Strategy, Online Marketing

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One Comment on “Attention Marketers-Don’t Overlook Older Adults’ Internet Use”

  1. Steve O'Driscoll Says:

    Thanks Steve.
    We all knew Seniors had to catch up to the Internet sooner or later.
    It is perfect for living vicariously through others.
    SteveO


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