One of my many New Year resolutions is to stop using meaningless terms like ‘silver surfer’ and ‘baby boomer’. I will do my very best to keep to it. The latest research from Nielsen//NetRatings has found that there are now more than 11.5m silver surfers (sorry, people aged 55+) online in Europe with the second highest proportion of them being in the UK (17.3%) : Sweden (19.4%) was number one.
Do have a look at the press release since it has some interesting data about the rate of growth of older Internet users, by country.
The understatement of this short year comes from Tom Ewing, marketing analyst at Nielsen//NetRatings, saying that older internet users are still not being effectively targeted by marketers. "Site owners have an opportunity to promote their products and services to this growing audience, many of whom are already organising their finances and booking holidays online. However, they do need to research their audience in order to tailor their sites, products and services more carefully". Absolutely right.
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