Matures online an overlooked audience

It’s not all knitting and tartan rugs after the age of 62, according Focalyst and Dynamic Logic’s recently released report, the Matures are online in force.

by Helen Leggatt

“Mature 62+ On the Internet: An Overlooked Audience” is definitely worth a read if you believe that the Mature population aren’t online and active.

So what are Matures getting up to online? Report findings were as follows:

59% use search engines
59% keep in touch with family/friends
47% gather information
43% news/current events/weather
41% travel planning/reservations
38% health and health-related information
33% exchange photos with family/friends
24% finance/online banking
23% paying bills
21% single/multiple-player games
17% investment/transactions
13% education/training

The report found that while there may not be as many “Connected Matures” when compared with younger generations, they are the fastest growing population and currently number around 17 million.

What’s more, they are just as likely to be influenced by an online ad as younger generations in general, and in certain categories such as travel, pharmaceuticals, CPGs and entertainment their purchase intent is higher.

"So for those who still believe that older consumers are not online, consider this: by 2011, it is projected that the number of online users ages 62+ will grow 51% - swelled by more Matures becoming connected and also by already-connected Boomers who will continue to be online. Considering the impact online advertising has on Connected Matures and their greater purchasing power, it is time to stop overlooking this important audience," concluded the report.