What do (older) people do online? This infographic illustrates facts about email, social & web use -- all broken out by age group. Statistics and insights into the social media, email and online activities of baby boomers, seniors and other generations help you know where to spend your marketing time and money.

1. What are
Social, Silver Surfers
doing online?
Think people over 50 are tech-hating, bumbling luddites? Think again. Baby boomers and seniors are online
in force. As the country goes gray (10,000 Americans turn 65 every day) NOW is the time for marketers
to understand what Social, Silver Surfers – your targets – are doing on the web.
They’re online more than you may have suspected.
% of U.S. Population % of Internet Population
25-34 35-44 45-54 55-64 65 & older
Source: 2010 Generations Online, Pew Internet and American Life Project ©2012 Creating Results, LLC
TOP
ONLINE ACTIVITIES
by generation
Millenials
Gen X
Younger Boomers
Older Boomers
Silent Generation
Greatest Generation
Source: 2010 Generations Online, Pew Internet and American Life Project;
2012 AdWeek Data Points ©2012 Creating Results, LLC
96 72
94 75
91
73
93
90 75
88 63
Email Buy Products
92 61
87 75
86 73
87 69
82 56
72 41
Use Search Engines Government Websites
28 62
68 62
74 58
81 56
70 44
67 35
Seek Health Info Bank Online
85 80
84 66
84 62
85 55
76 44
59 20
News Watch Videos
64 83
67 62
70 50
67 43
61 34
53 16
Book Travel Use Social Networks
TELL ME ABOUT IT!
Baby boomers and seniors have a lot to say about what they read online and about their experiences with
your products and services. Top ways they express their opinions:
Kinda Cool!
Not my fav.
20%
Age 65-74 24% 12%
Age 55-64 65-74
25%
13% 40-54 Loved it!
30%
Age 75+
Hated it!
Age 45-54
6% 26%
75+ 55-64
People Who Use Comments User Reviews as a Social Share Tool
Every Day...
61% of seniors age 50-65 20% of seniors age 50-65 98% of seniors age 50-65
and 46% of seniors age 65+ and 13% of seniors age 65+ and 98% of seniors age 65+
use email. visit social networks. watch TV.
Source: 2010 Generations Online, Pew Internet and American Life Project; Nielsen ©2012 Creating Results, LLC
THEY’VE GOT MAIL.
The older you get, the more likely you are to see good ol’ fashioned
email as a sharing tool.
Email Sent Per Generation
Source: eMarketer ©2012 Creating Results, LLC
39%
65-74
54% 75+
Use Email as a Social Share Tool 2%
Source: eMarketer ©2012 Creating Results, LLC 40-54
4%
55-64
To connect or not connect.
That is the question.
“I don’t give a flying #&%@ whether or not a
friend of mine is a ‘fan’ of the local Piggly Wiggly.
It has zero effect on my decision making.”
– Baby boomer respondent to survey 25% 23%
25%
Reasons for Trying Social Networks 7%
18%
Work/Career Family Invites Curiosity
13%
Connect w/Friends Friends Invite Other
14%
Source: Creating Results - Social, Silver Surfers; October 2010 ©2012 Creating Results, LLC
Friend, follower or foe?
Your brand wants to reach the large and affluent over 50 consumers group. But most do not want to
interact with you on social networks. That “no thanks” feeling gets stronger as you get older.
Will They Engage with Brands on Social Networks?
YES 14% MAYBE 19% MAYBE/N O 27% NO 40%
5% 4%
7% 23% Reasons Not to Become a Fan/Follower
9% Time Consuming Advertising Overload Don’t Call Me
9% 16% Social vs. Commercial Not Interested Privacy
Not Personal N/A Privacy/Safety
13% 14% Source: Creating Results - Social, Silver Surfers; October 2010 ©2012 Creating Results, LLC
Top Online Social Networks – % of User Base by Age
18-24 8 18 22 32 9 3
25-34
35-44
45-54
15 22 24 24 63
55-64
65+
4 16 31 31 12 5
50 28 11 5 6
8 25 28 25 8 3
Source: May 2012 Google Ad planner; plusdemographics.com ©2012 Creating Results, LLC
Get Better Marketing Results with 50+ Consumers.
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