4. Internet usage and social media profile
Hungary Internet users USA Internet users
57-65 76%
50+ 20% 66-74 58%
75+ 30%
Hungary Social media USA Social media
57-65 43%
50+ 61% 66-74 34%
75+ 18%
Source: UPC – Ithaka 2011
5. Internet usage among 50+ Hungarians
20 % online presence
open to changes
actively communicating with family members,
friends
60% using the internet every day
internet phone usage: 24% frequently, 36% rarely
online banking, shopping activity low
6. Importance of the internet in different
areas of life
General information, news 4,35
Keeping in touch with relatives living far away 4,18
Keeping in touch with relatives living close 3,99
Informing about special interest, hobbies 3,87
Games 3,29
Sharing ideas, self-expression 2,58
Getting to know new people 2,49
Source: VMR Silver
1= not at all important
5 = very important
8. Social media usage
61% of active 50+ internet users have social media profiles
66% of them log in every day
iwiw and Facebook profiles
average 41 min on working days, 60 min on weekends
likes, comments, watching profiles – more passive
engaged in civil movements, political activities, volunteering
searching for classmates, old friends
greeting friends, club life
9. Typical features of a 50+ consumer
savings 65%
main motivation: is NOT to accommodate to new circumstances
BUT
NOT TO BE excluded from usual statuses, relationships, situations
AND maintaning pleasure and performance
success-oriented
experience hunter, active
culturally active
volunteering
