The percentage of older adults who go online has jumped by 47% between 2000 and 2004, according to a new report from Pew Internet and American Life. In a February 2004 survey, 22% of Americans 65 or older--about 8 million adults--reported having access to the Internet, up from 15% in 2000, the Pew study found.
By contrast, 58% of Americans age 50-64, 75% of 30-49 year-olds, and 77% of 18-29 year-olds currently go online.
Moreover, although the Pew survey in 2000 showed that about 60% of wired seniors were men and about 40% were women, the February 2004 study found that the gender gap had closed. The ratio among wired seniors has shifted to 50% men and 50% women.
The findings prompted a New York Times article profiling some of the "'net's late bloomers (www.nytimes.com/2004/03/25/technology/circuits/25elde.html). Other findings from the report, which compare behaviors in 2003 versus 2000, include the following:
- 66% of "wired seniors" had looked for health or medical information online at some point in their online life by the end of 2003--13-point jump since 2000, and a growth rate of 25%. Online seniors are much more likely than other Internet users to have logged on to get information about Medicare and Medicaid;
- 66% had done product research online--a growth rate of 38%;
- 47% had bought something on the Internet--a growth rate of 31%;
- 41% had made travel reservations--a growth rate of 64%;
- 60% had visited government Web sites--a growth rate of 50%.;
- 26% had looked for religious and spiritual information--a growth rate of 136%;
- 20% had done banking on the Internet--a growth rate of 150%.
This is the latest in a series of concise, accessible, and apparently well researched reports from the folks at Pew Internet and American Life. Check the home page (www.pewinternet.org/index.asp) for access to dozens of similar reports, many of which have relevance for elders. The site also provides a robust set of links to academic, research, cyber crime, and other sites.
According to the latest 2002 U.S. Census Bureau, adults 50+ represent 79 million people, 28% of the total U.S. population and 37% of the population 18+. Demographic trends associated with the aging of the baby boomer population, plus gains in longevity, will grow the 50+ market to over 106 million by 2015 when they will account for 45% of the adult population. Seniors are, and will become even more, a market, social and political force to be reckoned with and hence a very attractive community to a range of advertisers and marketing sponsors.
The latest measures (Dec. 2002) of the Internet indicate there are now an estimated 11 million people 65 and older in the United States currently online, and of those 50 and older, approximately 36 million are now using the Internet, according to The Harris Poll.
INVOLVED CONSUMERS Freed from the constraints of raising a family and with more time of their own, mature consumers seek products, services, and activities that compliment their desire to live life to the fullest. The mature market has over $1.6 trillion in spending power and a net worth that's nearly twice the U.S. average. The facts speak for themselves -- the mature market represents a tremendous opportunity across all categories.
UNITED STATES MATURE MARKET
- Larger than African-American and Hispanic market segments combined
- The most affluent of any age segment
- Account for 60% of all healthcare spending
- Purchase 74% of all prescription drugs
- Buy 51% of all over-the-counter drugs
- Acquire 41% of all new cars
- Purchase 25% of all toys
- Account for 80% of all luxury travel
- Spend $7 billion online annually
- Fastest growing segment on the Internet
- Spend more time online than teenagers
- Adults 50+ control a household net worth of $19 trillion
- Own more than three-fourths of the nation's financial wealth
- Own 70% of all money market accounts and certificates of deposit assets
- Have an income per capita that is 26% higher than the national average
- Spend more than one trillion dollars on goods and services
- The largest 55+ population resides in California, New York, and Florida respectively
- 42% of museum visitors are 55+
- Spends more per capita on groceries, O-T-C products, travel and leisure than any other age group
- Travel ranks among the top leisure activities for men and women over 50
- Mature vacationers travel more frequently than any other age group and stay longer
- 55+ households are the fastest growing user segment to embrace computer technology
- 22 million adults 50+ are now online, representing 28% of the 50+ population.
— Source: www.onmagazine.com
Senior website visitors are special. Why? Once a person enters the "retiree" demographic, he/she will be a member for life (rather than teens moving to 20s to 30s, etc.) There are currently more than 76 million seniors and over the next 20 years, more than 70 million baby boomers will join the "senior" rank. This represents unlimited opportunity to expand your company's brand.
Senior websites like Suddenly Senior have captured the trust and attention of the wealthiest consumer on the planet. This consumer group has the most disposable income with the greatest buying power; interested in new services to enhance their lifestyle and is currently the largest consumer in more product categories than any other market group. If you have valuable offerings, Suddenly Senior could be a gold mine for your company and your one source to gain the marketing advantage over your competition addressing this valuable consumer group.
Senior websites service the most desired consumer on earth - retiree's. Retiree's have many exciting attributes that make them extremely valuable to corporations around the world. While earning their trust takes time, their loyalty insures long-term revenues and profits for decades to come.
Internet Use - Seniors are logging on in record numbers. In 2000, almost 14 million seniors, or 17% of all Americans aged 55+ were active Internet users. By 2002, the number of seniors online will grow to 22 million, accounting for 36% of all seniors. (According to eMarketer's recently released eRetail Report) 76% of seniors are online daily, compared to 68% of all online adults.
Online Shopping - During a recent holiday shopping period, the average online shopper spent a total of $629, while those shoppers aged 55+ spent $1,819, nearly 3 times the average (Source: Zona Research, Inc.) 42% of those users over 65 and 39% of those aged 50-64 have made online purchases (Source: Baruch Collete-Harris Poll 1997).
Online Life - Of those surveyed, 66% aged 65 or older said the Internet had made their lives more interesting, and 46% in the same age group said the Net had improved their relationships (Source: Activmedia, 1998). This same study found that 40% of all U.S. adults over the age of 55 have a home computer, up from 29% in 1995. Of those, 70% surf the Web.
Financial - The 50-plus population controls 77% of all financial assets in the U.S., and account for approximately 40% of consumer demand (Source: "Selling to Seniors" Monthly Report on Marketing, Jan. 1999). In the areas of finance, this group represents 40 million credit card users, owning almost 50% of all credit cards in the U.S., with over 50% of discretionary spending power (2.5 times the average per capita) and with 80% of their personal wealth in financial institutions. In the housing market, over 79% of all 50-plus Americans own their own home, with 67% of these being mortgage-free. Who's got extra discretionary money to spend? Age 15-24 $2,833, Age 25-34 $2,833, Age 35-44 $3,010, Age 45-54 $3,701, Age 55-64 $4,906 per year.
Health - This population segment dominates healthcare spending. The 50-plus group spends over $525 billion on healthcare, with that number expected to reach $1.1 trillion by the year 2007. They purchase 74% of all prescription drugs and 51% of all over-the-counter drug purchases representing a $100 billion market. Per capita spending is approximately $467, more than double the average.
Seniors are aging well, living longer and healthier lives than any generation before them. Sixteen million seniors exercise at least three times per week. From 1987 to 1995, the number of 55-plus health club members jumped 119%, and the number of 65-plus who joined health clubs rose a staggering 669%. Life expectancy has increase 30 years in the past century, extending the life of our members. We can expect similar results in the coming century. (American Academy of Anti-aging medicine, 2000)
Travel - It's no surprise that seniors like to travel and do it often. They represent 80% of all luxury travel purchased in the U.S., making up 65% of all cruise passengers and typically spending 74% more on vacations than the 18-49 year-old population segment.
The Over 50 Age Group Is The Most Affluent Internet Consumer Market. Suddenly Senior presently receives over 500,000 page views from these individual visitors each month. \
The US population contains an ever-increasing proportion of older adults. Their social interests and lifestyles are ever-broadening. These seniors are pouring on-line to create one of the most important consumer groups yet seen in this supposedly youth-oriented medium.
According to a Greenfield Online consumer, an amazing 92 percent of wired seniors have window-shopped online and 78 percent have made a purchase. This is significantly higher than the online shopping and buying by the total Internet population, according to tracking studies by the Westport-based company that pioneered online marketing research.
Also, According to a Baruch College-Harris Poll commissioned by Business Week Magazine: Internet Users Over 50 Age Group Are The Most Likely To Buy Online.
The survey found that young people are more likely to use the Net for entertainment and socializing, while older folks spend most of their time on more serious matters. For example, 24% of 50-to-64-year-olds and 19% of those 65 and over say they use the Net often for investing purposes.
The over 50 age group represents 26% of the population, control nearly 75% of North America's personal wealth, spend 28% of all discretionary income, nearly double that of households headed by those who are 34 years old or younger, and represents close to 50% of all consumer spending in North America.
The typical profile of the over 50 Internet user is a 57-year-old grandparent who owns a car, has a higher than average education and has yearly household income in excess of $60,000.
The fact that this age group purchases more than half of the luxury automobiles sold in North America indicates their immense buying power.
The over-50 age group holds 75% of ALL Personal Wealth.
According to Media Metrix, seniors are the fastest growing Internet demographic group. Seniors go online more frequently and stay on the Internet longer than those under 50, making them among the largest untapped audiences for online marketers. Compared to 18- to 24-year olds, seniors spend on average 6.3 more days per month on the Internet, stay logged on 235.7 minutes longer and view 178.7 more unique pages per month.
The Media Metrix Report shows that this group now comprises 20 percent of total online users outpacing 18- to 24-year-olds who trail at 17.5 percent. The report also shows that seniors surf the Internet more frequently, stay there longer, and check out more Internet pages than even their college-age counterparts, thereby contradicting the widely held belief that seniors are technology laggards.
GO TO 2002 MATURE MARKET FACTS.
