Monday, September 17, 2007

Web use of Mosaic market segments

There is a good article in Daily Reckoning about online business and the 50-plus that references some research from Hitwise.

According to Hitwise UK the over-55s accounted for 22% of UK visits to all categories of websites during the four week period to 12 May 2007 and shows a growth of 40% since 2005 and 54% since 2005. This level of web activity is only just behind that of 35 to 44-year-olds (23.5%)

What really surprised me was the growth in Web use by some of the Experian Mosaic groups. ‘Twilight Subsistence’ (pensioners with little money) and ‘Grey Perspectives’ (pensioners with savings to supplement their pensions) have a increased their visits to Web sites by 29% over the past two years and the latter up by 30% over this same period.

This growth has resulted in a quarter of the online population being over 50 years of age, according to Nielsen/NetRatings. This means that there are 1.7 times more 50-plus year-olds than under-18s now active on the internet. That is a nice little faclet to quote in your next report about the 50-plus. Dick Stroud

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