Commentary

Matures Are Prolific E-Mailers, Online Shoppers

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%

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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.

1 comment about "Matures Are Prolific E-Mailers, Online Shoppers".
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  1. Bruce Christensen from PartyWeDo, 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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