Senior Citizens Lead Internet Growth According to recent findings from Nielsen//NetRatings, senior citizens age 65 and older were the fastest growing age group online, surging 25
percent year over year to 9.6 million Web surfers from home and work in October 2003. Additionally, within the senior citizen age group, Nielsen//NetRatings found that the number of female seniors
online jumped 30 percent, while male seniors jumped 20 percent.
Since October 2002, senior citizens online grew from 7.6 million or 5.9 percent of the active Internet universe to 9.6 million
surfers aged 65 plus, making up seven percent of the active Internet universe in October 2003. The second fastest growing age group was Internet users 55-64.
Year-Over-Year Audience Profile
Growth, by Age Group (U.S. Home and Work)
| Age Group | Oct 2002 | Oct 2003 | % Growth |
| 2 - 11 | 12,160 | 12,211 | 0% |
| 12 - 17 | 14,016 | 14,999 | 7% |
| 18 - 24 | 9,300 | 10,512 | 13%
|
| 25 - 34 | 20,702 | 21,380 | 3% |
| 35 - 49 | 39,409 | 39,712 | 1% |
| 50 - 54 | 12,078 | 12,257
| 1% |
| 55 - 64 | 13,585 | 15,632 | 15% |
| 65+ | 7,642 | 9,554 | 25% |
Source: Nielsen//NetRatings, November 2003
Nielsen//NetRatings found that the rise in usage by female seniors was greater than the increase in usage by senior males. Female seniors increased their average time spent online by six percent,
spending nearly two more hours online, while male seniors increased their time online by two percent. While the number of sessions for female seniors increased by two percent, the number of sessions
for male seniors decreased by three percent.
"As a whole, the Internet audience is continuing to become more representative of the general population," said Greg Bloom, senior Internet analyst,
Nielsen//NetRatings. "However, as we continue to track year-over-year trends, we observe significant upticks in the online presence of important groups such as seniors."
Female 65+ and. Male
65+ Online Usage Data (U.S., Home and Work)
| Females 65+ | Oct 2002 | Oct 2003 | % Change |
| Unique Audience (000) | 3,528 | 4,604 | 30% |
| Average Web Pages Viewed
Per Month | 540 | 613 | 14% |
| Average Time Spent During Month | 41:23:18 | 43:42 | 6% |
| Number of Sessions per Month | 49 | 50 | 2% |
| Males 65+ | Oct 2002 | Oct 2003 | % Change |
| Unique Audience (000) | 4,114 | 4,950 | 20% |
| Average Web Pages Viewed Per Month | 890 | 935 | 5% |
| Average Time Spent During Month | 52:44:19 | 53:41 | 2% |
| Number of Sessions per Month | 65 | 63 | -3% |
Source: Nielsen//NetRatings,
November 2003
"More than 25 million adults over the age of 55 were online last month," continued Bloom. "That is clear evidence for advertisers and marketers looking to reach those older adults
that the Internet should be part of the marketing mix."
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