The 55+ drive up U.S. Web growth

A very interesting analysis from International Demographics showing that whilst young people drove the early stages of Internet growth in the U.S, in the last four years, most new growth in Web adoption came from people aged 55+. This is the most detailed analysis of Internet use, by age that I have seen for some time. I have attached a summary chart to this blog.

Interestingly, if you look at the cumulative numbers of people using the Internet, starting with the oldest age group you find that those aged 40ish and above represent over 50% of all users.

This same research organisation issued a press release in November that said: “The 50 plus age group is increasing in numbers, increasing in affluence, increasingly better educated and spending more time shopping online.” Here are few other nuggets:

The group (50+) has grown from 35.6 percent of the adults in our metro markets in 2000 to 36.4 percent in 2003.

The percentage of the 50+ with annual incomes of $50,000 or more increased from 32.7 in 2000 to 35.9 in 2004. The percent with incomes of $75,000 or more increased during the same years from 17.8 percent to 20.6 percent. Those with annual incomes of $100,000 or more increased from 9.6 percent to 11.8 percent.

Those who logged on regularly increased from 29.8 percent in 2000 to 47.0 percent in 2004. Those who made at least one purchase via the Internet during the past year increased from 17.1 percent to 31.1 percent. Those making five or more purchases during the past year increased from 8.4 percent to 17.3 percent.

The 55+ are on a roll.

Dick Stroud www.20plus30.com

International Demographics