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%|
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%|
"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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