Skip to content

Biggest Internet growth comes from people over age 55

December 12, 2004

A recent survey by International Demographics found that the biggest U.S. growth in the Internet has come not from young people, but from people age 55 and above. The report is based on the findings of 80 U.S. Metropolitan markets.

Robert Jordan, president of International Demographics notes “Most of the new growth is coming from older age groups, including the aging Baby Boomer demographic. When you consider the huge purchasing power of this group, which continues to buy everything, including the most expensive products, there is a huge opportunity for e-commerce and e-marketing.”

Stats for Internet use in over 55 segment

  • Those who logged on regularly increased from 29.8 percent in 2000 to 47.0 percent in 2004.
  • Those who made at least one purchase via the Internet during the past year increased from 17.1 percent to 31.1 percent.
  • Those making five or more purchases during the past year increased from 8.4 percent to 17.3 percent.

The survey says that in the general adult population, 61.3 percent log on regularly while 43.8 made at least one purchase during the past year and 25.5 percent made five or more purchases.

“Initially, the 50 plus age group was slow in coming to the Internet,” said Jordan, “but they now look like they will soon catch up with the 60 percent use rate of the general adult population. Forty-five percent of this group is retired and subsequently they have more time to invest in using the Internet. The 50 plus age group may become a prime market in coming years — if marketers ever wake up to the potential market value this group offers.”

For law firms, this means your target audience, whether corporate execs, in-house counsel or individuals with greater wealth, are becoming very comfortable with the Internet. Law firms using innovative Internet marketing methods, such as professional marketing blogs, are going to pick up the clients they want a heck of a lot faster than firms who do not adapt to this Internet growth.

Download the complete survey.

Source for post: Marketing Tom

Posted in: