Boomers Shake Up the Internet

Marketers and the media are waking up to the power of older consumers online, as the oldest baby boomers prepare to turn 60 in 2006.

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eMarketer estimates that in 2005 there are 33.2 million people online in the US between the ages of 50 and 64, triple the number of 65+ online users. And unlike today’s seniors, boomers are dedicated Internet users and broadband fans. As boomers approach the next phase of their lives, companies will be challenged to keep up with their ever-demanding ways, both online and off.

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eMarketer’s new report, « Seniors Online: How Aging Boomers Will Shake Up the Market, » released today, analyzes the changing usage patterns of the older adult and senior online populations, and finds powerful differences in Internet usage between today’s older Americans and the current senior population.

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Today, two-thirds of adults ages 50-64 use the Internet, compared with 28% of those 65 and older, according to eMarketer.

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« The current generation of adults over 65 hasn’t fully adopted Internet use, in large part because many had retired before online access became common in the workplace, » says Debra Aho Williamson, eMarketer Senior Analyst and author of the report. « The next generation of seniors will be very different. »

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« Seniors Online » addresses key questions like:

– How large are the older adult and senior Internet populations?

– How fast is the Boomer online population growing?

– How will usage patterns differ between today’s seniors and tomorrow’s?

– What sites are Boomers most likely to visit?

– Why do financial services, health care and real estate businesses need a strong Web strategy for older adults?

– What changes in Web design will be necessary as Internet users age?

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And many more…

« While today’s seniors are a cautious bunch online, the next generation of seniors is not, » says Ms. Williamson. « They use the Internet at home and at work, and they will carry those usage patterns over into the next phase of their lives. »

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About eMarketer

eMarketer is « the First Place to Look » for market research information related to e-business, online marketing and emerging technologies. eMarketer aggregates and analyzes e-business research from over 1,700 sources and brings it together in one place. This research is presented in analyst reports and the « eStat Database » — the most comprehensive compilation of up-to-date e-business and online marketing statistics in the world. For more information, visit www.emarketer.com.

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Media Inquiries:

David Murrow

Director of Public Relations

eMarketer

dmurrow@emarketer.com

Tel. 212-763-6033

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SOURCE: ; ;eMarketer

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