Articles

Seniors Increase Their Online Presence

New retirees are maintaining their wired ways, causing the number of seniors online to increase steadily.

According to a study conducted by Pew Internet & American Life Project, the number of American seniors, aged 65 and older, online has increased by 4% over the past year, to 26%. The results of the survey showed that these new users will be more open to email and information gathering than transactional activities.

This is great news for panel recruitment. Typically this has been a harder demographic to reach online, however, as the learning curve decreases it will be easier for marketers and researchers to reach this elusive audience.

Older Americans also have financial clout, which should attract marketer's attention; according to the American Banking Association older adults own 77 percent of the country's financial assets.

The news gets better over time due to the fact that as the population ages people who used the Internet for work-related activities will retire. This will result in an over 65 audience who are more net-savvy, resulting in higher rates of connectivity and higher rates of engagement in "high trust" activities.

According to an Ipsos-Reid study 60% of Canadians over 55 are online. This demographic will be unlikely to give up their wired ways as they age and will thereby change existing stereotypes about the older population and the Internet.

Posted on April 11, 2005
Permalink