UK : They Changed The World In Their Youth

As the UK’s population continues to get older and more acquainted with the internet, the power of the older online consumer is set to grow considerably according to the UK’s largest website for the over-50s, 50Connect.

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Presently internet usage among the over-65s is considerably lower than it is for the 45-60 age group. In the United States 65.9% of 50-64 year olds are online, compared to just 27.7% aged 65+. However, by 2008 73.7% of 50-64 year olds will be online along with 34.1% of the 65+ age group.

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As this demographic shift to an older population continues, 50Connect believe the internet will become increasingly more important to marketers looking to target the over-50s, especially in the following areas:

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Pensions and Investments – Financial planning is continuing to grow online.

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Property – Whether buying property abroad or downsizing in the UK as the Baby Boomers get older the market and demand online will continue to grow. ; ;

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Health Care – Residential care, nursing homes and health products are all likely to be marketed far more online in the future.

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Equity Release – More over-50s are likely to cash in on the values of their homes to pay for their retirement in the future.

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50Connect believe the way Baby Boomers use the internet as a research vehicle to source information will bring about a dramatic change in how certain products, such as medical aids, are marketed to seniors.

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“For many over-65s the desire to go online does not exist,” comments Philip Cooper, 50Connect Managing Director. “In contrast, Baby Boomers see the internet ;as a part of everyday life, use it everyday and are comfortable buying online. There is nothing to suggest that once this age group turns 65+, they will no longer use the internet.”

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Whether planning a round the world trip, looking for cheaper car insurance or trading shares online, the instinct for many Baby Boomers is to read up on a host of different topics online.

Concludes Mr. Cooper “Marketers need to wake up to the demographic shift that is going to take place in the next decade and stop procrastinating about how to target the 18-24 year old age group. The real area marketers will need to target will be the over-50s, who will be more numerous and increasingly more web savvy in the years to come.” ;

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Sources :

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50Connect is the UK’s largest website for the over-45s with With 947,000 monthly users. 50 Connect Finance, is the site’s most popular channel after 50 Connect Travel, with 552,352 monthly page impressions.