Seniors’ Online Behavior Mirroring Teens
By Robbin Goodman, Makovsky + Company
The BBC recently reported the death of the world’s oldest blogger – Australian Olive Riley, age 108. You can find photos and remembrances of Olive at http://www.allaboutolive.com.au/ as well as her blog entries. Most of her fan base was in the U.S. and reportedly she received a great deal of attention because of U.S. blogger Kim Komando.
For those who think blogging and social networks are only for the 20- and 30-somethings, a recent study from Jeff Cole’s Center for the Digital Future at the USC Annenberg School for Communication, states that “Internet users 50+ are rapidly closing the digital divide with booming online activity,” and that the community involvement of this age group even exceeds that of teenagers, at least in some categories. The study found:
However, while seniors represent a lucrative market, two-thirds of consumers aged 50-69 researched their online purchase in stores first, according to the Center for the Digital Future.
Technorati Tags: seniors, Olive Riley, world's oldest blogger, Kim Komando, Jeff Cole, Center for the Digital Future, USC Annenberg School, internet users, communications
The BBC recently reported the death of the world’s oldest blogger – Australian Olive Riley, age 108. You can find photos and remembrances of Olive at http://www.allaboutolive.com.au/ as well as her blog entries. Most of her fan base was in the U.S. and reportedly she received a great deal of attention because of U.S. blogger Kim Komando.
For those who think blogging and social networks are only for the 20- and 30-somethings, a recent study from Jeff Cole’s Center for the Digital Future at the USC Annenberg School for Communication, states that “Internet users 50+ are rapidly closing the digital divide with booming online activity,” and that the community involvement of this age group even exceeds that of teenagers, at least in some categories. The study found:
- Users 50+ are online news junkies. 42% of those 50+ check the Internet for news daily or several times a day, compared to 18% of users under 20.
- They love their online communities. Those 50+ report extensive involvement in their communities: 58% log in to their online community daily or several times a day, compared to 47% of those under 20 years of age.
- A significant number have increased their social activism. Participation in online communities has increased social activism for 30% of members 50 and older, compared to 29% who are under the age of 20. (Presidential candidates take note!)
- They’re maintaining social relationships online. Among users under 50 years of age, 46% said the internet is important or very important in maintaining their social relationships – identical to those over 70. Over 70!
However, while seniors represent a lucrative market, two-thirds of consumers aged 50-69 researched their online purchase in stores first, according to the Center for the Digital Future.
Technorati Tags: seniors, Olive Riley, world's oldest blogger, Kim Komando, Jeff Cole, Center for the Digital Future, USC Annenberg School, internet users, communications
posted by Online Fluency at 1:02 PM
Robbin Goodman is Executive Vice President and a partner at New York-based 
1 Comments:
I'm a SVP at a branding agency and increasingly we incorporate social media into our brand engagement strategies. However, in my off-hours life, I'm looking for way to decrease not increase the constant barrage of messages that stream onto my iPhone or computer. My significant other (also 50+) has fully embraced technologies such as Twitter and can't seem to get enough. For now, I remain Tweet-free.
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