No Surprise. Seniors Are Bigger Drug Users Than Average Online Population
In studying the relationship of various age groups and demographics with regard to their Online activities, Nielsen//Netratings provided some interesting data. Here's an excerpt for your database. Except for those household incomes under $50,000, seniors are much closer to the Online population averages than the 18 to 34 age segment. And, while debit and corporate cards elude the seniors, they hold a better than average hand in others.
Online Consumers
| Segment: | No. in Segment (e) (mil) | % Online |
| 18-34 | 43.9 | 32.6 |
| 55+ | 25.4 | 18.8 |
| HH Income | Online Population % Composition | 18-34 Online % Comp. | 18-34 Online to Total Online Index | 55+ Online | % Comp. 55+ Online to Total Online Index |
| <$25K | 9% | 15% | 167 | 8.2% | 91 |
| $25,000 - $49,999 | 28.4 | 33.4 | 118 | 31.4 | 110 |
| $50K - $74,999 | 23.8 | 22.2 | 93 | 23.7 | 99 |
| $75K - $99,999 | 16.9 | 14.4 | 85 | 16.1 | 95 |
| $100K - $149,999 | 13.4 | 9.7 | 72 | 12.5 | 93 |
| $150K+ | 8.5 | 5.3 | 62 | 8.2 | 96 |
| Group | Category | Online Population % Composition | 55: Online % Comp. | 55+ Online to Total Online Index |
| Purchased/Transacted Online (Last 6 months) | Drugs/Remedies - Non-Prescription | 2.3 | 2.7 | 117 |
| Drugs/Remedies - Prescription | 3.7 | 8.1 | 216 | |
| Drugs/Remedies - Any | 5.5 | 10 | 180 | |
| Gardening Tools/Supplies | 2.4 | 2.9 | 121 | |
| Mutual Funds - Stock | 2.2 | 2.6 | 119 | |
| Stocks | 5.2 | 6.3 | 122 | |
| Vitamins/Nutritional Supplements | 2.9 | 3.7 | 128 | |
| Credit Card Ownership | Any Debit Card | 29.1 | 21.7 | 75 |
| Any Gold Card | 19.5 | 25.2 | 130 | |
| Any Platinum Card | 27.6 | 36.4 | 132 | |
| Any Corporate Card | 8.5 | 7.6 | 89 | |
| Any Charge/Credit Card | 78.8 | 89.3 | 113 |
Source: Nielsen//NetRatings @plan, Fall 2002 Release
JACK LOECHNER
Center for Media Research
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