Hitwise reports today that “silver surfers” aged 55+ are poised to become the largest age demographic of Internet users in the UK. Heather Hopkins, VP of Research for Hitwise UK reports that this population segment has grown 54% over the last two years, now composting 29% of the Internet usage in the UK.
What are seniors looking at? The same things as everyone else, in large part: search engines, adult sites and shopping & classified sites. However, they do spend more time than other demographics on sites about travel and news & media sites. As Heather says, “Cruise, Family, Stocks and Shares, E-Greetings and Yachting and Boating websites receive the highest concentration of visits from silver surfers. Cruise websites, for example, received 48% of their traffic from UK Internet users aged 55+ in the four weeks to 12th May 2007.”
Always good to remember who your target audience is and how (and where) you can appeal to them.