Matures Are Prolific E-Mailers, Online Shoppers

by Jack Loechner, Nov 19, 2009, 8:15 AM

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Findings from the CTAM Pulse report, that includes data from the Life Stages & Life Styles Study, show that seniors aged 65 and older ("Matures") have made the Internet an integral part of their everyday lives. In a recent study, 77% report that they shop online. Matures lead all other generational groups when it comes to online activity, 94% regularly using email, 71% go to the Internet to look up health and medical information, 70% read news, and 59% manage their finances and banking. In addition, 47% of online Matures regularly play free online games.

Boomers (ages 45 - 64) are heavy online users as well, with 93% using email and 71% shopping online. Other regular online activities of Boomers are going to the Internet to:

• Read news... 73%
• Gather information... 67%
• Pay bills... 66%
• Watch videos online... 30%
• Go to networking Web sites, forums, message boards and chat rooms... 39%

CTAM President and CEO Char Beales, notes "...this study is unique in that it reveals opportunity among the Boomers and Matures, who have significant purchasing power... (and) are active online and more comfortable with technology than often reported."

Technology Ownership by Generation (% of Generation)
	Generation
Technology	Millenials	Gen Xers	Boomers	Matures
Cell phone	96%	93%	88%	90%
Digital camera	85	85	83	77
DVD player	84	91	90	83
MP3 player	71	59	35	17
Cable TV	61	52	58	59
DVR	45	52	43	39
Portble DVD player	28	41	36	23
Source: CTAM Research (June '09 Data), October 2009

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, 76% of Gen Xers ages 30-44, 48% of all Boomers, and 18% of Matures engage in this activity.

For more information about the study, please visit CTAM (the Cable & Telecommunications Association for Marketing) here.

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0 comments on "Matures Are Prolific E-Mailers, Online Shoppers".

1. Paula Lynn from Who Else Unlimited
   

   commented on: November 19, 2009 at 10:14 a.m.

   If this study is real and true, then it would seem the OLD target of 18-49 is OLD and needs to be changed. Change is hard. Think of all that would have to change to get with the program. A lot of young people would have to accept they are wrong. ooops.

2. Bruce Christensen from PartyWeDo
   

   commented on: November 19, 2009 at 2:08 p.m.

   At 56, both my wife and I use the internet for almost everything. We were shy in the beginning, but our grown children pulled us in so that we could share in their lives.

   Because of this technology, we launch our own family party game on the internet this weekend!!!

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