Computers, the Internet, and the 50+ Population

1. Computers, the Internet, and the50+ Population Shereen Remez Robert Prisuta AARP Knowledge Management March, 2003

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

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

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

8. 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 20-55 – 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 * Less than one percent Source: U.S. Bureau of the Census, Current Population Survey, 2001

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 email • 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 Source: Comscore, December 2002

15. Demographics of Top 100 Websites by Category Source: Comscore, December 2002

16. Top Ten Internet Sites by Age Source: Comscore, December 2002

17. Top Ten Internet Sites by Age, Continued Source: Comscore, December 2002

18. 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 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.