Infographic what-older-people-do-online.creating results
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What do (older) people do online? This infographic illustrates facts about email, social & web use -- all broken out by age group. ...

What do (older) people do online? This infographic illustrates facts about email, social & web use -- all broken out by age group.

Statistics and insights into the social media, email and online activities of baby boomers, seniors and other generations help you know where to spend your marketing time and money.

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Infographic what-older-people-do-online.creating results Infographic Transcript

  • 1. What areSocial, Silver Surfers doing online?Think people over 50 are tech-hating, bumbling luddites? Think again. Baby boomers and seniors are onlinein force. As the country goes gray (10,000 Americans turn 65 every day) NOW is the time for marketersto understand what Social, Silver Surfers – your targets – are doing on the web. They’re online more than you may have suspected. % of U.S. Population % of Internet Population 25-34 35-44 45-54 55-64 65 & olderSource: 2010 Generations Online, Pew Internet and American Life Project ©2012 Creating Results, LLC TOP ONLINE ACTIVITIES by generation Millenials Gen X Younger Boomers Older Boomers Silent Generation Greatest Generation Source: 2010 Generations Online, Pew Internet and American Life Project; 2012 AdWeek Data Points ©2012 Creating Results, LLC96 72 94 75 91 73 93 90 75 88 63 Email Buy Products 92 61 87 75 86 73 87 69 82 56 72 41 Use Search Engines Government Websites 28 62 68 62 74 58 81 56 70 44 67 35 Seek Health Info Bank Online 85 80 84 66 84 62 85 55 76 44 59 20 News Watch Videos 64 83 67 62 70 50 67 43 61 34 53 16 Book Travel Use Social Networks TELL ME ABOUT IT!Baby boomers and seniors have a lot to say about what they read online and about their experiences withyour products and services. Top ways they express their opinions: Kinda Cool! Not my fav. 20% Age 65-74 24% 12% Age 55-64 65-74 25%13% 40-54 Loved it! 30%Age 75+ Hated it! Age 45-54 6% 26% 75+ 55-64 People Who Use Comments User Reviews as a Social Share Tool Every Day...61% of seniors age 50-65 20% of seniors age 50-65 98% of seniors age 50-65and 46% of seniors age 65+ and 13% of seniors age 65+ and 98% of seniors age 65+use email. visit social networks. watch TV.Source: 2010 Generations Online, Pew Internet and American Life Project; Nielsen ©2012 Creating Results, LLCTHEY’VE GOT MAIL.The older you get, the more likely you are to see good ol’ fashionedemail as a sharing tool. Email Sent Per Generation Source: eMarketer ©2012 Creating Results, LLC 39% 65-74 54% 75+Use Email as a Social Share Tool 2%Source: eMarketer ©2012 Creating Results, LLC 40-54 4% 55-64To connect or not connect.That is the question.“I don’t give a flying #&%@ whether or not afriend of mine is a ‘fan’ of the local Piggly Wiggly.It has zero effect on my decision making.”– Baby boomer respondent to survey 25% 23% 25%Reasons for Trying Social Networks 7% 18% Work/Career Family Invites Curiosity 13% Connect w/Friends Friends Invite Other 14% Source: Creating Results - Social, Silver Surfers; October 2010 ©2012 Creating Results, LLCFriend, follower or foe?Your brand wants to reach the large and affluent over 50 consumers group. But most do not want tointeract with you on social networks. That “no thanks” feeling gets stronger as you get older.Will They Engage with Brands on Social Networks? YES 14% MAYBE 19% MAYBE/N O 27% NO 40% 5% 4% 7% 23% Reasons Not to Become a Fan/Follower9% Time Consuming Advertising Overload Don’t Call Me9% 16% Social vs. Commercial Not Interested Privacy Not Personal N/A Privacy/Safety 13% 14% Source: Creating Results - Social, Silver Surfers; October 2010 ©2012 Creating Results, LLC Top Online Social Networks – % of User Base by Age 18-24 8 18 22 32 9 3 25-34 35-44 45-54 15 22 24 24 63 55-64 65+ 4 16 31 31 12 5 50 28 11 5 6 8 25 28 25 8 3 Source: May 2012 Google Ad planner; plusdemographics.com ©2012 Creating Results, LLCGet Better Marketing Results with 50+ Consumers. MatureMarketingMatters.com @creatingresults Created by