The Score: Boomers' Interests Online

The oldest members of the Baby Boom Generation turn 60 this year, and with many continuing to live active and engaged lifestyles, aging adults represent an important demographic for advertisers and marketers. For most, retirement marks a significant paradigm shift in people’s daily lives. It usually means more time spent at home and more free time for other pursuits. And for many, after decades in the workforce, it means having discretionary dollars to fund their passions. The benefits of retirement must be balanced, however, with increasing concerns over their long-term health. The internet habits of aging adults reflect their shifting lifestyle paradigm, as traffic patterns reveal interests including Home, Travel and Health.

• Adults 45 to 64 were 24 percent more likely than average to visit sites in the Home category. Among specific internet properties, they indexed 31 percent higher than average for E.W. Scripps, which includes entities such as HGTV, Food Network, DIY, and Fine Living. They are also 26 percent more likely to visit Home Depot, Inc.
  
  
• This age group also indexed high for visitation in two Health-related categories. They are 32 percent more likely than average to visit sites in the Pharmacy category, and 25 percent more likely to visit sites in the Health Care category.
  
  
• As a result of their new-found free time, it’s no surprise to see that adults 45 to 64 also show a preference for visiting travel-related sites. They are 29 percent more likely to visit Airline sites, and 23 percent more likely to visit Travel-- Ground/Cruise sites. Among the top 100 internet properties, Southwest.com ranked second, as adults 45 to 64 were 28 percent more likely than average to visit the site.
  
  
• This demographic group is also comfortable with ecommerce. Several of the categories they are likely to visit involve online transactions, including; Online Trading, Airlines and Retail/Malls.
  
  
• Engaging in intellectual pursuits online is also popular among these consumers. Adults 45 to 64 are 33 percent more likely than average to visit the Politics category, and 26 percent more likely to visit the Religion category.

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.