45- to 64-year olds go online more frequently and stay on the Internet longer than Generation Y, making them among the largest untapped audiences for online marketers

NEW YORK, April 4, 2000 –   The number of baby boomers and seniors on the Internet grew by 18.4 percent last year, making them the fastest growing Internet population.  

An analysis of the January 1999 to December 1999 Internet Report released by Media Metrix (NASDAQ:  MMXI) shows that this group now comprises 20 percent of total online users—outpacing 18- to 24-year olds who trail at 17.5 percent. The analysis also shows that 45- to 64-year olds surf the Internet more frequently, stay there longer, and check out more Internet pages than even their college-age counterparts, thereby contradicting the widely-held belief that older Americans are technology laggards. 

“Lifestyle- and health-related sites like thirdage.com, as well as business-oriented sites, such as quickbooks.com and customercast.com, are becoming increasingly popular among older Americans,” said Doug McFarland, Senior Vice President of Media Metrix.  “Internet marketers with an eye on the future are discovering how focusing on this overlooked, high-spending audience can be a wise business strategy.” 

An Online Goldmine
The spending habits of older Americans make them one of the most desired markets on the Internet today: the Media Metrix Fall 1999 Q-Metrix findings show that 45- to 64-year old Internet users are more likely than other age groups to own fax and copy machines, large-screen TVs, and satellite dishes. Moreover, the strong consumptive tendency of this age group is not limited to tech-related gadgets.  Of all age groups, 45- to 64-year olds have the most credit cards and the highest usage, as well as the highest percentage of frequent-flier members. They also are more likely to buy a new car rather than lease or buy a used one.    

While most adults age 50 or above are more likely to be intermediate Internet users testing the waters of the Internet, their heavy online habits have set them on a fast track to become fully accustomed to the medium.  Compared to 18- to 24-year olds, they spend on average 6.3 more days per month on the Internet, stay logged on 235.7 minutes longer and view 178.7 more unique pages per month.  

“As older Americans discover more sites geared to their lifestyles, and as they become more comfortable using the Internet, we’re likely to see much of their purchasing migrate to the Internet,” said McFarland. 

Age Segmentation in Internet Usage – December 1999 (Gain or Loss – January versus December 1999)

45 to 64 year-olds – 20.0% (gain of 1.2%)
35 to 44 year-olds – 24.8% (decrease of 1.0%)
25 to 34 year-olds – 20.8% (decrease of 1.0%)
18 to 24 year-olds – 17.5% (gain of 0.9%)

Growth in Unique Visitors – January to December 1999

45 to 64 – 18.4%
35 to 44 – 6.8%
25 to 34 – 6.2%
18 to 24 – 17.9% 

Average Days Viewed – December 1999

45 to 64 – 15.3
35 to 44 – 14.6
25 to 34 – 15.7
18 to 24 – 9.0 

Average Duration (mins.) – December 1999

45 to 64 – 583.5
35 to 44 – 617.2
25 to 34 – 704.9
18 to 24 – 347.8 

Average Unique Page Views – December 1999

45 to 64– 563.9
35 to 44 – 642.2
25 to 34 – 762.7
18 to 24 – 385.2 

Source: Media Metrix Web Report [January 1999 – December 1999]