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The Score: Adults 55+ Adapting Online

comScore Networks
The Score: Adults 55+ Adapting Online comScore Networks

As the internet continues to cement itself as a backbone of American life, those who were once considered less tech-savvy appear to be embracing the web. Older generations -- often thought to be less adept at navigating the internet than their younger counterparts -- are showing that this stereotype no longer applies. Not only are increasing numbers of adults age 55 and older (adults 55+) spending more time online, but their behavior suggests that they are rapidly adopting many of the newer technologies and applications of the emerging web 2.0 landscape.

  •  In July 2006, 31.3 million adults 55+ went online, a 24-percent increase versus last year.  In comparison, the total U.S. internet population increased just 3 percent during that same time frame.

  • Blogs, the top gaining category among adults 55+, saw traffic more than double (up 113 percent) in the past year to nine million visitors. Other highly-trafficked categories among this demographic include Multimedia sites, drawing15.4 million visitors (up 70 percent), and Photo sites, which attracted 10 million visitors (up 53 percent).

  • The list of top gaining sites among adults 55+ reveals that this demographic is increasing their engagement with user-generated content. Seven of the top ten gaining sites involve user-generated content, including: video-sharing (Bolt Media, MySpace.com); photo-sharing (PhotoBucket.com LLC, MySpace.com ImageShack.us); blogs (MySpace.com, Six Apart Sites); classifieds (Craigslist.org, MySpace.com); and wikis (Wikipedia.org).

About comScore Networks
comScore Networks provides unparalleled insight into consumer behavior and attitudes. This capability is based on a massive, global cross-section of more than two million consumers who have given comScore explicit permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its patent-pending technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as AOL, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Nestlé, Bank of America, Universal McCann, the United States Postal Service, GlaxoSmithKline and Orbitz. To be in touch directly, email comScore.


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