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How Web-Savvy Are Online Seniors?

eMarketer, 11/16/09

Abstract:

Seniors are no slouches when it comes to participating in a wide range of Web activity, according to data from the  Cable & Telecommunications Association for Marketing (CTAM).

A majority of Internet users over the age of 65 used e-mail, shopped online, researched health information and news, and banked on the Web. In fact, seniors were more likely than any other age group to conduct e-commerce activities.

Boomer Internet users were likewise very active online, with 71% shopping on the Web, 39% visiting networking and community sites, and 30% regularly watching online video.

“The technology adoption behaviors of the younger generations is studied frequently and their impact on advertising and marketing is widely known.” said CTAM president and CEO Char Beales in a statement. But, he noted, “Boomers and Matures, who have significant purchasing power, are active online and more comfortable with technology than often reported.”

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