Wave of Silver Surfers grows
Images of grey-haired grannies struggling to work the VHS should
be banished for good following research on web surfing habits of
the over-50s.
The online survey by marketing specialists Millennium revealed
that more than 90 per cent of those with internet access also had
broadband and half were spending at least 10 hours online each
week.
Silver surfers aren't just emailing however. Half of the 750
men and women questioned said they used the internet to shop.
Amongst these mature consumers, 20% of those in their fifties
have listened to a podcast in the last month, with 30% also owning
an iPod/MP3 player.
Around 20% of the over 50s have satellite navigation and 30% own
an HD-ready flat-screen TV.
Websites that utilise Web 2.0 technologies and social networking
sites, often viewed as the preserve of the young, are also not
off-limits for the over 50s.
Nearly 80% had visited YouTube and nearly half had visited
MySpace and Facebook.
With regards technology in general, more than two thirds of the
over 50s questioned felt that technology had made their lives
better and that it had taken the drudgery out of their lives.
Sarah Robson, research director, Millennium, said:
“Hopefully our research findings will go a long way to
dispel myths that portray the over 50s as having no handle on
technology and even disregarding it.
“In fact, the truth is much more complex. Within the mature
market, many are embracing the latest technologies and are even
prepared to stray into 'teenager territory', with their
desire to check out the likes of Facebook.”
She added: “Whilst there are certain segments of the mature
market who do not wish to engage with emerging technologies, we
have found that the majority want to and it is often just lack of
instruction that inhibits their progress.
“Accounting for 40 per cent and rising of all consumer
spending in the UK, they are going to become an increasingly
important target audience for consumer products in general and new
technologies more specifically.”
