Male Boomers the Same Online or Off A special edition release from comScore includes a special feature on male baby boomers that indicates that many of the stereotypes about this
audience are as true online as anywhere! The data are based on U.S. monthly Internet users at home and work, and notes that:
The Baby Boomer generation is one of the largest and most closely
watched demographic groups. As it progresses through various life stages, this audience significantly impacts retail spending, home purchasing, healthcare and many other aspects of our society and
economy.
In July 2002, comScore found that men age 35 to 54 comprised one-fifth (18 percent) of the total U.S. online population at home and work. The buying power of this group is well known
to traditional marketers and is significant online as well. In August 2002, households headed by this group accounted for 26 percent of all U.S. consumer online dollar sales (excluding auctions and
large corporate purchases).
It appears that many male stereotypes hold true online. Their interests often include cars, politics, finance, adult media and computers. Following are the top
Web site categories, ranked according to the percentage (composition) of U.S. male visitors age 35 to 54.
Male Internet Users Online at Home & Work Age 35-54 (July, 2002)
| | Comp.% | Avg Min | Unique Visitors |
| Total | 18% | 1,789 | 21,806,000 |
| Finance-Online Trading | 32% | 52 | 4,066,000 |
| Finance-News/Research | 29% | 66 | 9,895,000 |
| Travel-Car Rental | 29% | 13 | 1,320,000 |
| Auto-Manufacturer | 27% | 12 | 3,817,000 |
| Entertainment-Radio | 27% | 17 | 2,792,000 |
| Adult Content | 27% | 135 | 12,188,000 |
| Classifieds-Personals | 26% | 61 | 4,689,000 |
| News-Politics | 26% | 22 | 2,032,000 |
| Retail-Comp. Hardware | 26% | 33 | 7,547,000 |
| Retail-Hotels/Resorts | 26% | 16 | 4,340,000 |
Following are a selection of Web
sites and online networks that have a disproportionately high percentage (composition) of male visitors age 35 to 54, according to July 2002 data. Technology, science, finance and sports rule with
this demographic target.
Male Internet Users Online at Home & Work Age 35-54 (July, 2002)
| | Comp.% | Unique Visitors (000) |
| IFRIENDS.NET | 43% | 1,113
|
| Ziff Davis Media | 41% | 1,078 |
| IBM.COM | 39% | 1,101 |
| CBS MarketWatch | 37% | 2,352 |
| Yahoo! Finance | 34% | 3,264 |
| FIDELITY.COM | 34% | 1,017 |
| NASA.GOV | 34% | 1,100 |
| CNNSI | 33% | 1,847 |
| SPORTSLINE.COM | 33% | 1,908 |
| IRS.GOV | 33% | 1,006 |