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Seniors Online: How Aging Boomers Will Shake Up the MarketPublished by: eMarketer Published: Jun. 1, 2005 - 27 Pages Table of ContentsPlease Note: Due to the brevity and/or nature of the content posted, there is no table of contents available for this report. AbstractAttention: Marketers, Advertising Agencies, Retailers and Online Content, News, Entertainment, Gaming, Health Care and Travel Sites.The Seniors Online report analyzes the changing usage patterns of the older adult and senior online populations. If you think today's senior online population has lesser appeal to marketers, you're right. If you think tomorrow's seniors won't be of consequence, either, you're wrong. Until recently, there was very little interest in the idea of marketing to aging Baby Boomers-those post-World War II children born between 1946 and 1964-online or off. Despite the fact that the over-50 population is growing faster than the under-50s and Boomers have $1 trillion in spending power, marketers have largely ignored them as a target market. In many ways, the Boomer demographic is a perfect target for online marketing. They are frequent, engaged online users and they are approaching a stage in life where major issues-the decision to stop working, investment planning, health care, downsizing a home-come to the fore. There are ways the Internet can help Boomers prepare for these transitions. Key questions the Seniors Online report addresses:
The Seniors Online report aggregates the latest data from leading researchers-AARP, AgeWave, comScore Media Metrix, Harris Interactive, Merrill Lynch, Nielsen//NetRatings, US Census Bureau, US Department of Commerce and many others-with eMarketer's objective, unbiased analysis to give you the information you need to make well-informed business decisions in this changing marketplace. A Sample of the Content from the Seniors Online Report: Why Seniors Lag Behind The explanation for the stark difference in Internet usage among older Americans and seniors is at once both simple and complex. The simple part of reason is the mere fact of having access. The Internet isn't easily accessible for many seniors, many of whom retired before Internet access became commonplace in the workplace and who have no computer in their home. For those ages 50-64, particularly the youngest members of this group, the Internet is much more engrained in their lives. They use it at work; they use it at home. The contrast in computer and online usage among those 50-64 and those 65+ is evident in a 2004 study by Kaiser Family Foundation. Pew Internet & American Life Project also finds a huge disparity in computer usage among older adults and seniors. (Its survey asks "do you use a computer," which may explain the relatively lower figures compared with the Kaiser study above.) Breaking down the age groups even more, Pew found in a 2004 survey that access to the Internet drops dramatically after age 68. If the simple reason for the difference in Internet usage between the two groups is in having access, the more complex reason lies in the differences in psyche among Boomers and the generation before them. While it's difficult to generalize an entire generation, Boomers are often thought of as more adventurous and willing to explore new territory. Using the Internet is an extension of that quest. Seniors are from a different era. For many of them, the desire to go online simply isn't there. Baby Boomers, by contrast, see it as something exciting and new. Tomorrow's seniors will be a very different group of Internet users than today's. Get Full Details About This Report >> |
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