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Older Adults Are a Growing Internet Population
A recent survey by International Demographics, reported by ClickZ, shows that Americans aged 55 and older are becoming an increasing share of the online market. That study showed that 56.7% of adults 55-64 use the internet regularly. That’s not much lower than the 70.8% of 25-34 year olds, which is the peak of the usage curve. In the 65-74 age range, 35.9% are “regular” users. Even 15.9% of Americans 75 and older are regular users. Robert Jordan, president of International Demographics, said that this older online market “continues to grow, and so will opportunities to market to that demographic in coming years.” Memo to Mr. Jordan: There is already a great opportunity open to that demographic – the charities they have supported via direct mail for the last twenty years! There are three great demographic myths that many nonprofits use to justify their under-investment in internet marketing: NPA has been regularly reporting on the fallacy of the first statement for years. Remember, today’s seniors were teenagers when Lindberg flew across the Atlantic. As young adults, they invented the jet engine. Later, they created the atomic bomb. After they defeated Hitler and Tojo, they invented television. Before they retired, they put a man on the moon, and returned him safely to earth. OK, maybe they regret inventing television, but the point is, they aren’t technophobes! And while they didn’t invent the internet (didn’t Al Gore do that?) they use it to manage their portfolios, email their grandkids, and buy the cheapest airline tickets to Florida. They’re waiting to hear from you online… or from your competitors. December 2004 | |
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