The baby boomer and senior marketplace is online. They are emailing, using smart phones and tablets, purchasing products online and using social media. Here’s the proof:
• One-third of the 195.3 million Internet users in the U.S., adults aged 50+ represent the Web’s largest constituency (Jupiter Research).
• Two-thirds of Americans 50+ buy from e-retailers online (Pew).
• 89% of seniors 65+ have personal email and use it regularly (Nielsen).
• 72% of baby boomers have broadband Internet in their homes (ThirdAge and JWT Boom).
• 36% of adults 50+ own a smartphone (Pew).
• 44% of smartphone owners age 50+ access the Internet or check email daily from their device (Pew).
• Adults 45+ account for 34.7% of current tablet users (comScore TabLens).
• From 2004 – 2009, the number of seniors age 65+ actively using the Internet increased more than 55% (Nielsen).
• 27.4 million people age 55 and over engaged in social networking with nearly 19 million of those people using Facebook (comScore).
• Adults 50+ spend an average of $7 billion online annually (SeniorNet).
• 72% of adults 55-63 and even 47% age 73+ shop online (Forrester).
• 41% of Internet users 50-64 and 27% age 65+ say they watch videos online (Pew).
• The Internet is the most important source of information for baby boomers when they make major market purchases, such as automobiles or appliances (Zoomerang).
• 42% of all travel industry purchases happen online, and adults 50+ account for 80% of all luxury travel spending (Pew Internet and American Life Project).
• 82% of adults aged 50+ who use the Internet to research health and wellness information online (Pew Internet and American Life Project).
• The top four online websites for people over 60 are Google, Facebook, Yahoo and YouTube (AARP).
Consider how you can use the web, mobile and social media to reach this influential market.