Statistica reports that in 2019, 66% of people on the planet over 65 years of age are active internet users. Another study published by Verto found that 31% of Baby boomers actively shop online. Another study found that 66% of people 50 – 64 years of age and 47% of people over 65 years of age are active users of social media

These findings fly in the face of suggestions made to me by many business-people that older people tend not to use the internet, shop online, or engage with social media. Nothing could be further from the truth. This is highlighted in study after study. Despite the evidence, many still do not believe it.

Certainly, Baby Boomers got off to a slower to start in terms of e-commerce, social media, and the range of things they use the internet for, however, in 2019 they are the fastest growing segment in terms of internet use, e-commerce and social media. Further, like younger demographics, they are increasingly using mobile devices to engage with the internet.

More than half of these people engage with social media daily.

It is a fiction to suggest that older people do not interact with the internet, social media or e-commerce. While older people use it less, usage is growing.

THOUGHT

Understand who uses the internet, how they use it, and what they use it for. Also consider that while only 5% of marketing targets them, people over 50 generate 50% of total consumer spending.