1 Computers, the Internet, and the 50+ Population Shereen Remez Robert Prisuta AARP Knowledge Management March, 2003

2 In 1995 there were 68 million people 50+ By 2014 there will be 106 million people 50+ Population Age

3 Confluence of Two Major Trends  Boomer Wave  Internet Revolution

4 Computer Use by Age Source: U.S. Bureau of the Census, Current Population Survey, 2001

5 Internet Use by Age Source: U.S. Bureau of the Census, Current Population Survey, 2001

6 Variations in Computer Use Among 50+ Source: U.S. Bureau of the Census, Current Population Survey, 2001

Variations in Internet Use Among 50+ Source: U.S. Bureau of the Census, Current Population Survey, 2001

International Use of Internet Source: U.S. Bureau of the Census, Current Population Survey, 2001

9 Key Internet Demographics  Gender – Equal overall, but differences by age  Age<20 – no gender differences  Age – more female users than male  Ages >55 – more male users than female  Race/Ethnicity  Higher use among non-Hispanic Whites, Asian American/Pacific Islanders  Lower use among African Americans, Hispanics

10 Key Internet Demographics  Employment Status  Using the computer at work is the most important factor  Income  Higher incomes = higher use  Education  Higher education = higher use  Urban/Rural use similar, but lower use in urban/central city households  Marital Status  Highest use among married couples with children<18

11 Why People Say They Don’t Use the Internet Source: U.S. Bureau of the Census, Current Population Survey, 2001 * Less than one percent

12 Uses of Internet Among 50+ Source: U.S. Bureau of the Census, Current Population Survey, 2001

13 Uses of Internet Among 50+  50+ more likely to use Internet to check health information (43%)  Just as likely to use  Less likely to play games, job search, participate in chatrooms or list servs, view television or movies, listen to the radio or trade/invest on line

14 Demographics of Top 100 Websites by Category Type of Site All Ages Entertainment28%19% Shopping16%14% Services/Resources15%19%13% Education9%6% News/Information7%6% Society/Community6%9%13%4% Source: Comscore, December 2002

15 Demographics of Top 100 Websites by Category Type of Site Health % % 65+ 4% Total 2% Computers/Electronic5% Travel3%4%2% Home & Living2% Finance/Investing5%8%5% Automotive2% Source: Comscore, December 2002

16 Top Ten Internet Sites by Age Total Microsoft Ebay GeocitiesAmazon Geocities AmazonGeocities Amazon Windowsmedia Source: Comscore, December 2002

17 Top Ten Internet Sites by Age, Continued Digitalcity Digitalcity 65+ Digitalcity Total Digitalcity KazaaClassmates Kazaa ClassmatesCNN Classmates TripodReal Tripod CNNMapquestKazaaReal Source: Comscore, December 2002

(27%)55-64 (11%)65+ (7%) Bible46%AARP34%Haband34% Guitarnotes46%Winner33%Mamarocks33% Zibgib45%Merck-medco29%Promiseofgod30% Hawaiianair44%Vantagetravel29%Vantagetravel28% Marriottrewards44%Getfreesoftware29%Llerrah27% Viewpointforum43%Gasupusa28%Kissedbyanan gel 25% Surveywriter43%Mamarocks28%Talltexian24% NYPL (NY Public Library) 43%123inkjets27%Zacks24% Docguide43%101funpages27%Agoora-inc24% Cookingclub42%tvinventions27%Ashland23% Top Ten Internet Sites by Proportion of Visitors in Each Age Group

19 Favorite Topics of Interest to Individuals 50+  Getting the most from your computer – 73%  Budget Travel – 68%  Planning Ahead – 66%  Nutrition – 62%  Active Living – 62%  Alternative Medicine – 61%  Finding Information on the Internet – 61%  Favorite Hobby or Pastime -- 61%  Mastering an Advanced Skill -- 52%  Getting More Enjoyment out of Life --51%  Having a Healthy Diet and Nutrition -- 50%

20 Most Important Features of a Web Site for Internet Users 50+ Average of 1-10 scale, 10=extremely important Source: Visitor Profile and Evaluation of AARP Webplace, AARP, 1998

21 Least Important Features of a Web Site for Internet Users 50+ Source: Visitor Profile and Evaluation of AARP Webplace, AARP, 1998

22 People 45+ Represent a Substantial Share of the Market MarketMarket Share 45+Leading Age Segment Annual Spending Computer Information Services 51%45-54$2.8 billion Computer Software/Accessories (non-business) 53%45-54$1.3 billion Computer System Repair 61%45-64$.2 billion Computers and Hardware (non- business) 53%45-54$11.1 billion Total: $15.4 billion

23 The 50+ Population and the IT Market  8% of adults 50+ plan to buy a computer in the next 12 months.  Almost one in four (22%) plan a computer system upgrade in the next 12 months.  One in four (25%) have made an on-line purchase in the last 12 months (9% made purchases totaling $500 or more).  Almost one in ten (9%) have made 10 or more on-line purchases in the last 12 months. Source: Scarborough Research 2003

24 Conclusions  Internet use among people 50+ will grow dramatically in the near future as boomers age.  Mass appeal sites have been successful in attracting all age groups, including people 50+.  The age mix of niche site users varies greatly.  Practical considerations are the primary concern when people 50+ evaluate a web site.