The Net Generation: Seniors and Boomers
|
Marketers believed that Generation Y -- 18- to 24-year olds -- were the best target for ad dollars because of their ability to easily adopt new technologies and their frequent Internet surfing habits. Not so, says a new report by Media Metrix: 45- to 64-year-olds are the largest untapped audience for online marketers. Analysis shows that 45- to 64-year-olds now make up 20% of total online users, while 18- to 24-year-olds account for 17.5%. On average, baby boomers and seniors also view 178.7 more Web pages and spend 6.3 more days per month logged on to the Internet than their college-aged equivalents. Older Americans also have more credit cards, are more likely to buy electronics, and are more often belong to a frequent-flier program.
|
|
| Age segmentation in Net usage, Jan. '99-Dec. '99
(gain or loss Jan. vs. Dec. 1999)
|
| | Dec. '99 | Change over Jan. '99 |
|
| 45- to 65-year-olds | 20.0% | 1.2% gain |
|
| 35- to 44-year-olds | 24.8% | 1% decrease |
|
| 25- to 34-year-olds | 20.8% | 1% decrease |
|
| 18- to 24-year-olds | 17.5% | 0.9% gain |
|
| DATA: Media Metrix Web Report
|
|
MORE NUGGETS
The Mother Lode
Collected nuggets from Data Mine
|
