Older And Richer

Older And Richer

According to a trend analysis by The Media Audit, reported in a recent news release, the over 50 segment of the population is now the fastest growing segment of the Internet audience. The 50+ age group increased as a percent of the Internet audience from approximately 19% in 1997 to more than 25% in 2000. Bob Jordan, co-chairman of the research firm that produces The Media Audit said, "This group is of tremendous value to marketers… because of their numbers and affluence."

- The 85 markets studied have an aggregate population of 125 million and an over age 50 population of 44.5 million.
- In 1997 only 18% of those over age 50 were accessing the Internet.. By 2000 that had climbed to more than 38%.
- The age groups between 18 and 54 have access rates between 60 and 65%.
- 19.6 million, or 44% of the total 50+ population in these markets, are retired.

In the 50+ group:
- Nearly 33% have annual incomes over $50,000 a year.
- Of the 56% still working, 8% are business owners, partners or corporate officers.
- Among those between the ages of 55 and 64, 31% have liquid assets in excess of $100,000 and 15% have liquid assets in excess of $250,000.
- They exceed the levels of domestic and international travel experienced by the general population.
- They like Buicks, Cadillacs, and Lincolns more than most of the population.
- More than 47% own cell phones and they are warming up to buying on the Internet.
- In TMA’s most recent data, more than 21% made five or more e-commerce purchases during the past year.
- The over 50 segment will continue grow for another 15 years, with 80 million baby boomers, born between 1946 and 1964, in the pipeline.

You can find out more at The Media Audit.

Next story loading loading..