Does online ageism exist?

Is web content aimed at all ages or is it being targeted mainly toward younger users? Recent data from Burst Media has the answer.

by Helen Leggatt

It appears that Internet users feel that most online content is focused on the younger generations. In a survey of over 13,000 Internet users aged 18 or older found the majority believe website design and online content and advertising is geared towards younger users.

Survey results (.pdf) found that the younger age groups felt that online content is focused on their generations. Of 18-24 year olds, over three-quarters (76%) agreed this to be the case as did 74% of 25-34 year olds.

Those over 45 years of age clearly felt that online content was not focused towards their age groups – 35% of “Young Boomers (45-54 years) and 19% of those aged 55 and older.

Jarvis Coffin, CEO of Burst Media, feels that opportunities to market to different age groups are being overlooked by web publishers, including the use of simple navigation and web design for sites targeting the over-45s.

“The Internet is the proverbial big tent - made up of lots of audience segments with differing content interests,” said Coffin. “A major audience segment, such as adults over 45, should not be crying out for content."

"Clearly there is an opportunity for talented web publishers to develop engaging content that resonates with older web audiences. Likewise, there is also an opportunity for advertisers - older audiences are using the Internet and it makes senses for marketers keen on reaching them to seriously consider the web to deliver their advertising message," he added.