The Silver Surfer?

The Silver Surfer? Demographic research into 50+ age group & internet usage Kathryn Corrick, July 2008

Contents ,[object Object],[object Object],[object Object],[object Object],[object Object]

Background ,[object Object],[object Object],[object Object]

What does the demographic look like?

50-65 year olds The Baby Boomers (or near enough) Officially those born between 1946 and the early 1960s.

And 65+… ? Is this age group nearer to the description Silver Surfer, or do we need another term?

And sometimes like this… Are these our Silver Surfers?

A global perspective ,[object Object],[object Object],[object Object],[object Object],[object Object]

A changing and increasing older UK population

Population - 20 million aged 50 and over ,[object Object],[object Object]

Living arrangements - 3 in 5 women aged 75+ live alone ,[object Object],[object Object]

Housing - 1 in 2 aged 50+ own home outright ,[object Object],[object Object],[object Object]

Labour market - 1 in 5 older workers self-employed ,[object Object],[object Object]

A change in outlook ,[object Object],[object Object],[object Object],[object Object],[object Object]

Two key trends ,[object Object],[object Object],[object Object]

Audience: general online trends

The 55+ age group is an increasing share of the internet population Different sources for 2007 give difference percentages for the share of visits by 55+ year olds but all show an increase ,[object Object],[object Object],[object Object],[object Object]

Frequency of internet usage has increased across all ages groups, but dramatically for the 55+ category Source: National Statistics – Internet Access Report August 2007

UK average monthly hours spent online Source: OfCom 2007 According to OfCom some 16% of over-65s use the web. They surf for 42 hours every month, more than any other age group. Baby Boomers Silver Surfers?

What are people doing online overall? Source: National Statistics – Internet Access Report August 2007

Average age of users of key websites and brands often higher than expected Well known, established retail brands such as Marks & Spencer and John Lewis are popular with older audiences. Sectors most visited: retail, banking/finance and telecoms.

Internet usage has edged ahead of DIY and gardening as pensioners (over 60s) favourite hobby ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The internet as a communication tool is key usage for this age group

Most popular online activities for UK pensioners ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: AXA's Global Retirement Scope Report 2007

Online banking increasingly popular

55-64 year olds: 425% increase in use of online banking services between 2001 – 2006 (APACS survey) Source: APACS December 2006 Sandra Quinn, director of communications at APACS, said: “ Our research shows that more and more people are turning to the internet rather than the phone to manage their finances. While younger people continue to make up the majority of online banking users, the greatest proportion of new internet bankers are the over 55s. As a group they have come to embrace the ease and efficiency that online banking offers.”

55+: Savvy travellers ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Nielsen//Net Ratings 2006

Social media increasingly becoming age neutral but not yet as used in 65+ age group

Social media usage Source: CIM Presentation 2007 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Distribution of social network users 2007 Composition of Facebook and MySpace users 2007

Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Silver Surfer?

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (20)

Similaire à The Silver Surfer?

Similaire à The Silver Surfer? (20)

Plus de Kathryn Corrick

Plus de Kathryn Corrick (14)

Dernier

Dernier (20)

The Silver Surfer?