Older Adults On-line: Trends

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Older Adults On-line Trends Behaviors
Robert Prisuta AARP Knowledge Management July 19,
2004
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Population Age 50 - 1995-2014
In 1995 there were 68 million people 50 By 2014
there will be 106 million people 50
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Computer/Internet Use by Age
(1-4 hrs. most typical)
Source Scarborough Research, 2004.
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Internet Audience by Age
Source Scarborough Research, 2004.
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AARP Members and the Internet
Source AARP Member Data, 2003.
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Web site Preference Categories of 50 Internet
Users
News/ Information
Lifestyle/Travel/Hobbies
Finance/Business
Source Comscore, 2004.
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Web site Preference Categories of 50 Internet
Users
Source Comscore, 2004
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Health Sites by Number of 50 Internet Users

• WebMd.com
• eDiets.com
• AOLHealth.com
• Drugstore.com
• WeightWatchers.com
• RealAge.com

Source Comscore, 2004.
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WebMD.com
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eDiets.com
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drugstore.com
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WeightWatchers.com
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RealAge.com
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Health Sites by Percentage of 50 Internet Users

• MedcoHealth.com
• AARP.org
• Caremark.com
• Medicare.gov
• BestHealthySamples.com

Source Comscore, 2004.
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Medcohealth.com
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AARP.org
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Caremark.com
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Medicare.gov
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BestHealthySamples.com
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Top Internet Sites Visited by 50 (May 2, 2004)

• eBay.com (retail)
• Amazon.com (retail)
• Weather.com
• Weatherbug.com (desktop)
• Expedia.com

• Disney.com
• iVillage.com
• eUniverse.com (investments)
• CNet.com (technology)
• Orbitz.com (travel)

Source Comscore, 2004.
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eBay.com
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Amazon.com
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Weather.com
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Expedia.com
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iVillage.com
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Top Internet Sites - High Proportions of 50
Users(May 2004)

• Peoplesite.com (people finder)
• Dateswaps.com (supports dating website)
• SpicyJokes.com (humor)
• Greetings100.com (greeting cards)
• WePraiseHim.com (faith/religion)

• WRC.com-(international road racing)
• RHS.org.uk (royal horticulture society)
• ESticker.com (sticker fun)
• _at_MyPlace.com (chat/host site)
• Speedway.com (fast food chain)

Source Comscore, 2004.
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RHS.org.uk
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eSticker.com
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_at_Myplace.com
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PeopleSite.com
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SpicyJokes.com
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Greetings100.com
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WePraiseHim.com
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Speedway.com
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Top AARP.org Search Terms (July 2004)

• Games
• Life Insurance
• Insurance
• Auto Insurance
• Reverse Mortgage

• Health Insurance
• Car Rental
• Retirement Community
• Retirement
• Puzzles

Source Comscore, 2004.
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Conclusions

• Internet use among people 50 is growing
  dramatically 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.

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Robert Prisuta Knowledge Management, Membership
Group [phone] Thank You