Seniors are no slouches when it comes to participating in a wide range of Web activity, according to data from the Cable & Telecommunications Association for Marketing (CTAM).
A majority of Internet users over the age of 65 used e-mail, shopped online, researched health information and news, and banked on the Web. In fact, seniors were more likely than any other age group to conduct e-commerce activities.
Boomer Internet users were likewise very active online, with 71% shopping on the Web, 39% visiting networking and community sites, and 30% regularly watching online video.
“The technology adoption behaviors of the younger generations is studied frequently and their impact on advertising and marketing is widely known.” said CTAM president and CEO Char Beales in a statement. But, he noted, “Boomers and Matures, who have significant purchasing power, are active online and more comfortable with technology than often reported.”
Still, even wide adoption of e-commerce by senior Internet users does not necessarily translate into many seniors shopping online. The Pew Internet & American Life Project reported that in December 2008 only 11% of US Internet users were ages 64 and older. And according to the Pew Research Center, just 28% of US seniors reported going online every day in February and March 2009.
Boomers are a much bigger force on the Web. eMarketer estimates that in 2009 Internet users ages 45 to 63 make up 28.8% of the total, or 57.4 million users.
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Check out today’s other article, “Holiday Web Shoppers Hit Social Networks.”