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
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Variations in Computer Use Among 50
Source U.S. Bureau of the Census, Current
Population Survey, 2001
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Variations in Internet Use Among 50
Source U.S. Bureau of the Census, Current
Population Survey, 2001
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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
• Agelt20 no gender differences
• Age 20-55 more female users than male
• Ages gt55 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 childrenlt18

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Why People Say They Dont Use the Internet
Less than one percent
Source U.S. Bureau of the Census, Current
Population Survey, 2001
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Uses of Internet Among 50
Source U.S. Bureau of the Census, Current
Population Survey, 2001
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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

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Demographics of Top 100 Websites by Category
Type of Site 45-54 55-64 65 All Ages
Entertainment 28 19
Shopping 16 14
Services/Resources 15 19 13
Education 9 6
News/Information 7 6
Society/Community 6 9 13 4
Source Comscore, December 2002
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Demographics of Top 100 Websites by Category
Type of Site Health 45-54 6 55-64 5 65 4 Total 2
Computers/Electronic 5 5
Travel 3 4 2
Home Living 2 2 2
Finance/Investing 5 8 5
Automotive 2
Source Comscore, December 2002
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Top Ten Internet Sites by Age
45-54 55-64 65 Total
Microsoft Microsoft Microsoft Microsoft
Ebay Ebay Ebay Ebay
Geocities Amazon Amazon Geocities
Amazon Geocities Geocities Amazon
Windowsmedia Windowsmedia Windowsmedia Windowsmedia
Source Comscore, December 2002
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Top Ten Internet Sites by Age, Continued
45-54 Digitalcity 55-64 Digitalcity 65 Digitalcity Total Digitalcity
Kazaa Classmates Classmates Kazaa
Classmates CNN CNN Classmates
Tripod Real Real Tripod
CNN Mapquest Kazaa Real
Source Comscore, December 2002
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Top Ten Internet Sites by Proportion of Visitors
in Each Age Group
45-54 (27) 45-54 (27) 55-64 (11) 55-64 (11) 65 (7) 65 (7)
Bible 46 AARP 34 Haband 34
Guitarnotes 46 Winner 33 Mamarocks 33
Zibgib 45 Merck-medco 29 Promiseofgod 30
Hawaiianair 44 Vantagetravel 29 Vantagetravel 28
Marriottrewards 44 Getfreesoftware 29 Llerrah 27
Viewpointforum 43 Gasupusa 28 Kissedbyanangel 25
Surveywriter 43 Mamarocks 28 Talltexian 24
NYPL (NY Public Library) 43 123inkjets 27 Zacks 24
Docguide 43 101funpages 27 Agoora-inc 24
Cookingclub 42 tvinventions 27 Ashland 23
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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

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Most Important Features of a Web Site for
Internet Users 50
Average of 1-10 scale, 10extremely important
Source Visitor Profile and Evaluation of AARP
Webplace, AARP, 1998
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Least Important Features of a Web Site for
Internet Users 50
Source Visitor Profile and Evaluation of AARP
Webplace, AARP, 1998
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People 45 Represent a Substantial Share of the
Market
Market Market 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
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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
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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.