Demographic Profile: Older Adults Online

Jupiter's Online Behavior & Demographics reports provide data and analysis on key audience segments of the online population, with relevant data drawn from a variety of sources: Jupiter forecasts, Media Metrix data, and Jupiter Consumer Surveys. This report analyzes the attributes and online behavior of older adult users, focusing on individuals, ages 55 and over, except where noted. While neither the largest nor the most highly penetrated segment of the population, older users constitute an increasingly attractive target market, given changing US demographics and the segment's substantial disposable income. In this report, Jupiter examines which sites this segment visits, what activities are most popular with them, and how much money they spend online. Key Questions How large is the older adult online population today and what will it grow to by 2007? How much are older users spending online today and how much will they spend in 2007? Which activities are disproportionately popular among older users? Which Web sites attract the greatest concentration of older users? Lead Analyst: Andrew Peach, Vipul Patel