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Published by: eMarketer
Published: Dec. 1, 2008 - 22 Pages
Table of Contents
- Executive Summary
- US Baby Boomer Internet Users and Penetration, 2008-2013 (millions and % of population)
- Key Questions
- The eMarketer View
- Key eMarketer Numbers-Boomers Online
- Boomer Internet Users
- US Baby Boomer Population, 2008-2013 (millions and % of total)
- US Older and Younger Boomer Population, 2008-2013 (millions and % of total)
- US Older and Younger Boomer Internet Users and Penetration, 2008-2013 (millions and % of population)
- US Internet User Penetration, by Generation, May 2008 (% of population in each group)
- US Internet Users, by Age, September 2008 (thousands and % of total)
- Gender
- US Internet Users Ages 45-64, by Gender, September 2008 (thousands)
- US Older Female Consumers with Internet Access, 1998-2008 (% of respondents)
- Online Activities of US Female Internet Users, by Generation, March 2008 (% of respondents)
- Access
- Demographic Profile of US At-Home Broadband Users, June-September 2007 (% of Internet users in each group)
- Demographic Profile of US Internet Users, by Access Technology, June-September 2007 (% of respondents)
- Income and Spending
- US Affluent Baby Boomer* Households, 2004 & 2007 (millions and % of total households**)
- US Affluent Baby Boomer* Households, by Income, 2004 & 2007 (% of respondents)
- Attitudes Toward Advertising and the Internet
- US Baby Boomers' Attitudes Toward Advertising, Q1 2008 (% of respondents)
- US Internet Users Ages 35+ Who Believe Online Advertising Is Focused on Younger Age Group, by Age, February 2008 (% of respondents in each group)
- Demographic Profile of US Internet Users Who Are Likely to Click on Online Ads, by Format, August 2008 (% of respondents)
- Comfort of US Internet Users with Websites* that Target Ads or Content to Personal Interests Based on Usage, by Generation, March 2008 (% of respondents in each group)
- Comfort of US Internet Users with Websites* with Privacy and Security Policies that Target Ads or Content to Personal Interests Based on Usage, by Generation, March 2008 (% of respondents in each group)
- Content
- Leading Factors in Determining Whether or Not to Trust Website Content According to US Internet Users Ages 40+, May 2008 (% of respondents)
- US Internet Users Who Believe Online Content Is Focused on Own Age Group, by Age, February 2008 (% of respondents in each group)
- US Consumer Attitudes Regarding Ad-Supported vs. Paid-For Online Content, by Age, October 2007 (% of respondents*)
- Media and Mobile Usage
- Demographic Profile of US Adult Consumers, by Average Time Spent per Day* with Major Media, January 2008 (minutes)
- Frequency of TV Watching Among US Adults, by Age, December 2007-January 2008 (% of respondents in each group)
- US Weekly TV, Online TV and Network TV Website Viewers, by Age, June 2008 (% of respondents in each group)
- Emerging Media Used* by US Internet Users, by Age, December 2007 (% of respondents in each group)
- Average Daily Exclusive* Media Usage at Home According to US Consumers, by Age, 2008 (% of time spent with each media)
- Leading Types of Online Content Used by US Internet Users Ages 55+, February 2008 (% of respondents)
- Media that Influence Online Searches According to US Internet Users, by Age, December 2007 (% of respondents in each group)
- Mobile Communications
- US Consumers with Cable* or Satellite TV Who Consider Their Mobile Phone an Entertainment Device, by Generation, December 2007 (% of respondents in each group)
- Preferred Consumer Electronics of US Internet Users, by Generation, December 2007 (% of respondents)
- Average Monthly Calls Made/Received and Text Messages Sent/Received per US Mobile Phone Subscriber, by Age, Q2 2008
- Text Messaging US Households, by Household Type, December 2007-January 2008 (% of respondents in each group)
- Online Activities
- Online Activities that Interest US Internet Users Ages 40+, May 2008 (% of respondents)
- Online Activities that Do Not Interest US Internet Users Ages 40+, May 2008 (% of respondents)
- US Internet Users Who Say the Internet Has Improved Their Connections to Others "a Lot," by Age, December 2007-January 2008 (% of respondents in each group)
- E-Mail
- Methods Used After Online Searches to Communicate with Others About Products According to US Internet Users, by Age, December 2007 (% of respondents in each group)
- Digital Channel Preferred by US Internet Users for Messaging, by Age, February 2008 (% of respondents in each group)
- US Adults Who Have Forwarded an E-Mail Marketing Message to Another Adult, by Age, 2007 (% of respondents)
- Gaming
- US Female Internet Users Who Visited Online Gaming Sites, by Age, August 2007 & August 2008 (thousands of unique visitors and % change)
- Social Networking
- US Internet Users Ages 40+ Who Use Social Networking Sites, May 2008 (% of respondents)
- Leading Reasons for Not Using Social Networking Sites According to US Internet Users Ages 40+, May 2008 (% of respondents)
- Social Media Usage Among US Adult Internet Users, by Generation, December 2007 (% of respondents)
- Lawyers Worldwide Who Are Interested in Joining an Online Professional Social Network Designed Specifically for Lawyers, by Age, 2008 (% of respondents in each group)
- US At-Work Internet Users Who Use Social Networking Sites to Communicate with Colleagues, Customers, Suppliers and/or Prospects, by Age, 2008 (% of respondents)
- Visitors Worldwide to Select Social Networking Sites, by Age and Gender, June 2008 (% of total)
- Blogging
- Bloggers Worldwide, by Age, July-August 2008 (% of respondents)
- Demographic Profile of US Bloggers*, January 2008 (% of respondents)
- US Internet Users Who Read Political Blogs, by Age and Political Party, January 2008 (% of respondents)
- Buying Online
- Positive and Negative Attitudes of US Internet Users Toward Online Shopping, by Age, August-September 2007 (% of respondents in each group)
- US Affluent Baby Boomers* Who Buy Online, 2004 & 2007 (% of respondents)
- Select Online and Mobile Activities of US Online Buyers, by Age, July-August 2008 (% of respondents in each group)
- Health and Wellness
- US Internet Users Who Search Online for Wellness* Information, by Age and Gender, May 2008 (% of respondents in each group)
- US Internet Users Ages 40+ Who Have Seen a Health-Related* TV Commercial and Visited a Website for More Information, Fall 2007 (% of respondents)
- US Internet Users Ages 40+ Who Have Seen a Health-Related* Online Ad and Clicked on It for More Information, Fall 2007 (% of respondents)
- Conclusion
- Endnotes
- 099604 | 099605
- US Baby Boomer Internet Users and Penetration, 2008-2013 (millions and % of population)
- US Older and Younger Boomer Internet Users and Penetration, 2008-2013 (millions and % of population)
- 099870
- Key eMarketer Numbers-Boomers Online
- Related Information and Links
- Related Links
- Contact
- Report Contributors
AbstractAt 56.7 million, boomers make up the largest group of users in the US Internet population. They view the Internet as a tool, a way to get things done—but not as a lifestyle or source of entertainment the way their younger counterparts do.
The Boomers Online report examines the impact this huge generation of users is having on all elements of Internet usage, commerce and development.
Boomers offer a huge target for marketers in almost all categories. But marketers would be mistaken to treat them all alike.
Older boomers (ages 54 to 62) use media more like the “matures” who precede them. They get most of their news offline and go online for further information, but their kids are teaching them to send text messages.
Younger boomers (ages 44 to 53) act more like Gen X online. They watch more video online than older boomers and are avid texters. They participate in social networks—though not with the fervor of their children. All boomers, however, prefer e-mail to instant messaging.
Key questions the “Boomers Online” report answers:
- How many boomers are online?
- What can advertisers do to reach them online?
- How brand-loyal are boomers?
- What type of content appeals to them?
- What media do boomers use most often?
- How do they use mobile communications?
- And many others…
eMarketer Reports—On Target and Up to Date
The Boomers Online report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.
Get Full Details About This Report >>
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