More older Americans are going online than ever.
According to the Pew Internet and American Life Project, from 2005 to 2008, the largest jump in adoption of Internet usage was by users ages 70 and older. Internet penetration among people ages 70 to 74 increased by 19 percentage points from 2005 to 2008. For people 75 and older, the increase was 10 percentage points.
By comparison, the percentage of users ages 25 to 29 held steady during those years at 85%.
Studies from Nielsen Online show a similar trend. While fewer older Americans were online than their younger counterparts, people ages 55 and up accounted for nearly one-third of Web audiences in late 2008, and typically spent more time online than young adults.
What sets older Americans apart is their online activities. Older Americans aren’t as likely as younger users to play games, watch movies, use social networking sites or read blogs.
However, more boomers and matures go online to get health information, visit government Websites and look for religious information than members of younger age groups.
In addition, boomers send e-mails, search online and make travel reservations as often as younger Internet users.
The majority of Internet users are people under the age of 45, but growing numbers of older Americans are going online. That is an opportunity marketers can exploit.
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