The Web Doesn't Belong to the Young After All

More than three-fourths (77%) of online Americans ages 65+ say they shop online, the highest percentage among any generational group, according to a study by the Cable & Telecommunications Association for Marketing (CTAM).

The research found that older Americans - including both Seniors (also referred to as “Matures”) and the younger Baby Boomer cohort - have overwhelmingly made the internet an integral part of their everyday lives and often rival younger generations in online activities.

Seniors Online in Droves

Online seniors regularly use email (94%), go to the internet to look up health and medical information (71%), read news (70%) and manage their finances and banking (59%). They also turn online for gaming: Approximately half (47%) of online Matures regularly play free online games.

Boomers Logged On

Boomers (ages 45-64) are heavy online users as well, with 93% using email and 71% shopping online, the study found. Other regular activities for online Boomers include reading news (73%), gathering information (67%) and paying bills (66%).

Additionally, three in 10 (30%) regularly watch videos online, and 39% regularly go to networking websites, forums, message boards and chat rooms, according to CTAM.

Tech Ownership by Generation

The study did find that Matures often lag younger generations in terms of owning the newest technology. However, Boomers are tech-savvy and nearly as likely as younger generations to own a digital camera, DVD player and cell phone. And, while younger generations are more likely to send and receive text messages -- 92% of Millennials ages 18 -29 and 76% of Gen Xers ages 30-44 text -- half of all Boomers (48%) and 18% of Matures also engage in this activity.

While all generational groups are high subscribers to cable TV service, the youngest generation – Millennials (61%), leads in this category, followed by Matures, CTAM found.

“The technology adoption behaviors of the younger generations is studied frequently and their impact on advertising and marketing is widely known.” said CTAM President and CEO Char Beales. “But this study is unique in that it reveals opportunity among the Boomers and Matures, who have significant purchasing power, are active online and more comfortable with technology than often reported.”

Comments

[babyboomerbev:]

I find it hard to believe that a lot of seniors are doing their shopping online. As a baby boomer that is the one activity I am rather leery of because of the potential for credit card theft and hacking. I am also surprised that a large number are turing to the internet for their news. to read a or reading newspapers online. I am one of those boomers who uses the internet quite a bit, but don't find that to be the case with my counterparts.

Nov 06 06:46 PM

[a. palmer jr.:]

Most of the senior citizens I know don't own a computer and appear angry to me when I mention they obtain one. However, from time to time they want me to look up something for them on my computer. The problem with them is, in my opinion, they are afraid they can't learn to use the computer and don't want to appear to be stupid.

Nov 07 09:04 AM

[Snitzer:]

Like any other demographic there those who gravitate towards tech and those who shy away from it. The kids get most of the attention because their buttons are much easier to push than the geezer's, hence easier to separate from their (or their elder's) money by psychologically tricked out commercials. I got my first computer in '94 and it wasn't long before I had it apart and thinking that this wasn't all that big a deal. And it was a lot easier, cheaper and cleaner than working on cars. Now that I'm on that tender dividing line between Boomer and Senior (65) I look around and see that, like any other demographic, some of my contemporaries are as comfortable with tech as I am, others are not. In other words, I don't think it's really a generational thing.

Nov 07 05:44 PM

[Joyful Alte...:]

Bev, I'm almost senior, and I do all my shopping except food online, as well as my banking, my news reading, and my investing. While politicking online, I met my current husband.

Nov 08 01:00 AM

[CLH:]

Seniors spend more time at home so it understandable that they are heavy users of computers and the internet.

Nov 08 01:32 PM

[Erin Read R...:]

The comments remind us why research is better than "me-search." Nice to have some facts on what is/is not happening online with Baby Boomers and beyond.

For those interested in how older Americans use social media, you'll find a collection of statistics and insights here: bit.ly/487XLB

Nov 10 01:28 PM

[boomersint:]

I am a first wave baby boomer and I learned to use the PC in 1985 At the time, IBM PC cost me around $3500 with a printer. I never look back since. I kept up with the computer world as well as systems development, DB world and I love all of it. I studied all I could and earned my MS in Systems Management. Now even at 60+, I still have a job. I am working on the Mainframe systems by telecommuting from home. I used to be very active in online social world long before this Social Media is 'The In Thing'. If you only knew, Baby Boomers used to fill AOL Boomer chat room, Yahoo Baby Boomer Group Chat room and Fire Talk Karoake room. Everytime I read about Boomers Market Reseach it makes me smile. Research all you want, some of you dont get it but - we've been there, done that.

Nov 12 03:29 AM

[Chuck Nyren:]

Not much new here - but good to see these ideas out and about.

From my book Advertising to Baby Boomers first published in 2005:

The computer/internet ethos for most Baby Boomers is that they pick and choose what technology they want to use, buy, or install. Some are all over Skype, video and music uploading and downloading, research, education, travel planning, shopping—while eschewing blogging, communities, and web page design. Or it’s the other way around. Or variations thereof. When it comes to new technology, most Baby Boomers learn only about what interests them, what they believe will be useful. They don’t feel the need to know everything there is to know about technology, computers, and the web.

… It will be the Baby Boomers who will be the first to pick and choose, to ignore or be seduced by leading-edge technology marketing. There’s a simple reason for this. We have the money to buy this stuff. Experts say we’ll continue to have the money for at least the next twenty years. Write us off at your own peril.

Nov 23 02:00 PM