50+ Facts and Fiction: Mature Consumers Online

Baby boomers are the Web’s largest constituency, making up more than 30 percent of the United States’ 200 million+ internet users. Older adults are willing to spend their money online and are quickly adapting to mobile. They use the Internet for research, shopping and are active on social media. Here is a select list of stats and data surrounding older adults as online consumers.

  • The 50+ age group is the fastest growing demographic online (Pew, 2012).
  • Boomers and seniors are spending 16 hours per week watching T.V. and 19 hours per week online (Google/Ipsos, 2013).
  • 82% of the 65 million online boomers and seniors use the Internet to research health and wellness information (Pew/American Life Project).
  • 80% of consumers over 50 use website to plan and book leisure trips (eMarketer, 2014).
  • The only demographic where there is consistent growth in giving through charity websites is donors age 60+ (Dunham + Company, 2013).
  • 83% of adults 50+ own a mobile phone – About one-third are smartphones and email is the #1 activity (AARP, 2013).
  • 50% of older adults using smartphones access social networking sites on their device (AARP, 2013).
  • Adults45+ account for almost 35% of current tablet users (comScore/Tablens).
  • Email and search engine use remain the backbone of online activities for mature consumers, with 88% using email (Pew).
  • eMarketer projects that the percentage of US boomers on the mobile web will surpass 50% in 2014 hitting 28.8 million.
  • Boomers are asked their opinions 90 time a year and 90% of the time they give it, 45% of the time they give it online (eMarketer, 2007)
  • Boomers contribute the most to product reviews online (Bazaarvoice, 2012).
  • Boomers are the fastest growing group on Facebook with an 80% surge in users between 2100 and 2014 (iStrategy Labs).
  • 75% of boomer women follow brands’ social outlets to receive information and stay up-to-date on promotions and deals (Influence Central/Vibrant Nation).
  • Over half of boomers and seniors watch online video (Google/Ipsos, 2013).
  • 82% of boomers and seniors use a search engine to gather information on a topic of interest (Google/Ipsos, 2013).
  • The baby boomers generation is getting comfortable with online transactions, with nine out of 10 users reportedly making a purchase online (eMarketer, 2013).

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