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BizReport : Internet : May 21, 2013

European silver surfers' media consumption moving online

A new survey from trade body IAB Europe reveals that there is a demographic that is spending a lot more time online today than they were several years ago - silver surfers.

by Helen Leggatt

European residents age 55 and over spent 39% more time online last year than they did in 2004, found the 'Silver Surfers: Closing the Digital Divide' report from IAB Europe. In 2004, silver surfers spent 7.5 hours each week online, rising to 9.7 hours in 2008, and 10.1 hours in 2012.

Of the 74.3 million adults aged 55+ that go online in Europe, 70% are surfing during prime time television hours and spend 10.4 hours per week online. In comparison, the over-55s spend 19.5 hours each week watching television, 14 hours per week listening to the radio and 5.6 hours each week reading newspapers.

The report data shows that silver surfers' media consumption, including news, movies, television and radio, is moving online with most enjoying content via a PC (35%).

However, some savvy silver surfers are using mobile phones (5%) and tablets (3%) to access the Internet. Overall, 58% of silver surfers own an Internet-enabled smarthphone.

Other key findings from the report include:

- More men (44%) than women (31%) age 55+ go online in Europe;

- Men spend more time online than women - 10.9 hours compared to 9.8 hours;

- The Internet plays an important role in brand decisions for travel tickets (55%), electrical goods (54%), holidays (48%), and financial products (43%);

- 79% use email daily;

- 37% use social networks daily;

- 36% make telephone calls using Skype.

Key statistics from the report can be found online.

Image via Shutterstock

Tags: demographics, Europe, Internet use, mobile, silver surfer

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