Senior Citizens
Lead Internet Growth
Dec. 5, 2003 - 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."
Click
Here to earlier story on how seniors use the internet. |
