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BizReport : Research archives : November 18, 2009

CTAM: Mature Americans active online

Senior citizens in the U.S. are more likely than any other age group to engage in e-commerce activity online, according to new data from the Cable & Telecommunications Association for Marketing (CTAM).

by Helen Leggatt

While the online behaviors of younger users are studied in detail, relatively little is known about how the more mature American engages with technology. The spending power of Matures and Boomers, and its effect on advertising and marketing, is now under the spotlight as their online activity increases.

Matures, those aged 65 and older are embracing the Internet and putting it to good use for both managing their personal lives and for entertainment purposes. In the recent CTAM study, 77% said that they go online to shop - more than any other age group - reports eMarketer.

In addition Matures, often referred to as Seniors, regularly use email (94%), check online for health and medical information (71%), read news online (70%), and
manage their finances and banking online (59%). Almost half go online to play free games.

Tags: advertising, demographic, e-commerce, Internet behavior, Internet use, marketing, research

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