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For More Information:Strong Internet Use by Tomorrow's Seniors Means Big Changes for ...

Date Added: 24-05-2005

May 19, 2005 - Marketers and the media are waking up to the power of older consumers online, as the oldest baby boomers prepare to turn 60 in 2006, says eMarketer in a news release touting their new Seniors Online report, which analyzes the changing usage patterns of the older adult and senior online populations.

Today, two-thirds of adults ages 50-64 use the Internet, compared with 28% of those 65 and older, according to eMarketer.

"The current generation of adults over 65 hasn't fully adopted Internet use, in large part because many had retired before online access became common in the workplace," says Debra Aho Williamson, eMarketer Senior Analyst and author of the report.

"While today's seniors are a cautious bunch online, the next generation of seniors is not," says Ms. Williamson. "They use the Internet at home and at work, and they will carry those usage patterns over into the next phase of their lives."

eMarketer estimates that in 2005 there are 33.2 million people online in the US between the ages of 50 and 64, triple the number of 65+ online users. And unlike today's seniors, boomers are dedicated Internet users and broadband fans. As boomers approach the next phase of their lives, companies will be challenged to keep up with their ever-demanding ways, both online and off.

The new report, "Seniors Online: How Aging Boomers Will Shake Up the Market," is being released today. It finds “powerful differences” in Internet usage between today's older Americans and the current senior population. The report sells for $695.

Until recently, there was very little interest in the idea of marketing to aging Baby Boomers—those post-World War II children born between 1946 and 1964—online or off. Despite the fact that the over-50 population is growing faster than the under-50s and Boomers have $1 trillion in spending power, marketers have largely ignored them as a target market, according to eMarketer.

In many ways, the Boomer demographic is a perfect target for online marketing, the company says. They are frequent, engaged online users and they are approaching a stage in life where major issues–the decision to stop working, investment planning, health care, downsizing a home–come to the fore. There are ways the Internet can help Boomers prepare for these transitions.

Key questions the Seniors Online report addresses:

   > How large are the older adult and senior Internet populations?

   > How fast is the Boomer online population growing?

   > How will usage patterns differ between today's and tomorrow's seniors?

   > What sites are Boomers most likely to visit?

   > Why do financial services, health care and real estate businesses need a strong Web strategy for older adults?

   > What changes in Web design will be necessary as Internet users age?

For More Information:

http://www.seniorjournal.com/NEWS/SeniorStats/5-05-19OldBoomersOnNet.htm