Yankelovich Monitor 2003

Yankelovich is one of the best know US marketing consultancies that specialises in lifestyle trends. They publish a monthly magazine and in the August issue it focused on the ‘matures’ (consumers born before 1945).

The magazine contained some fascinating comparisons between the attitudes of this age group, Boomers, Xers and Echoes (Baby Boomer children).

I was particularly interested in the research about the Internet usage habits of this older age group.

Here are some of the findings. A third of Matures are online and nearly 50% of them use the Internet. The most popular online activities, in descending order are:
1. Getting driving instructions
2. Accessing weather information
3. Getting travel information
4. Getting information about local events
5. Purchasing airline tickets.

All of the research evidence shows that the Internet is an established channel for all of the 50+ consumer groups. These results show an amazing focus on travel related activities.