1 Computers, the Internet, and the 50+ Population Shereen Remez Robert Prisuta AARP Knowledge...
-
Upload
clementine-murphy -
Category
Documents
-
view
213 -
download
0
Transcript of 1 Computers, the Internet, and the 50+ Population Shereen Remez Robert Prisuta AARP Knowledge...
1
Computers, the Internet, and theComputers, the Internet, and the50+ Population50+ Population
Shereen RemezRobert Prisuta
AARP Knowledge ManagementMarch, 2003
2
68
80
106
0
20
40
60
80
100
120
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Millio
ns
In 1995 there were 68 million people 50+
By 2014 there will be 106 million people 50+
Population Age 50+ - 1995-2014Population Age 50+ - 1995-2014
3
Confluence of Two Major TrendsConfluence of Two Major TrendsConfluence of Two Major TrendsConfluence of Two Major Trends
Boomer Wave
Internet Revolution
4
Computer Use by AgeComputer Use by AgeComputer Use by AgeComputer Use by Age
59%
71%
85%93%
58%
71%
58%
70%
28%
43%
54%
66%
0%
20%
40%
60%
80%
100%
3 - 8 9 - 17 18 - 24 25 - 49 50+ Total
Age
19972001
Source: U.S. Bureau of the Census, Current Population Survey, 2001
5
Internet Use by AgeInternet Use by AgeInternet Use by AgeInternet Use by Age
7%
28%33%
69%
32%
65%
27%
64%
11%
37%
22%
54%
0%
20%
40%
60%
80%
100%
3 - 8 9 - 17 18 - 24 25 - 49 50+ Total
Age
19972001
Source: U.S. Bureau of the Census, Current Population Survey, 2001
6
Variations in Computer Variations in Computer Use Among 50+Use Among 50+
Variations in Computer Variations in Computer Use Among 50+Use Among 50+
58%
70%
50%
65%
40%
60%
20%
40%
15%
31%
9%
20%
7%12%
0%
20%
40%
60%
80%
100%
50 55 60 65 70 75 80
Age
19972001
Source: U.S. Bureau of the Census, Current Population Survey, 2001
Variations in Internet Variations in Internet Use Among 50+Use Among 50+
Variations in Internet Variations in Internet Use Among 50+Use Among 50+
28%
60%
20%
58%
14%
45%
8%
32%
5%
20%
3%
18%
2%
10%
0%
20%
40%
60%
80%
100%
50 55 60 65 70 75 80
Age
19972001
Source: U.S. Bureau of the Census, Current Population Survey, 2001
International Use of InternetInternational Use of Internet
10%
21%
23%
25%
27%
29%
29%
31%
36%
40%
40%
47%
48%
51%
54%
54%
58%
0% 10% 20% 30% 40% 50% 60% 70%
Greece
Portugal
Spain
France
Iceland
Germany
Belgium
EU Average
Luxembourg
Ireland
UK
US
Austria
Finland
Netherlands
Denmark
Sweden
Source: U.S. Bureau of the Census, Current Population Survey, 2001
9
Key Internet DemographicsKey Internet Demographics
Gender – Equal overall, but differences by age Age<20 – no gender differences Age 20-55 – more female users than male Ages >55 – more male users than female
Race/Ethnicity Higher use among non-Hispanic Whites, Asian
American/Pacific Islanders Lower use among African Americans, Hispanics
10
Key Internet DemographicsKey Internet Demographics Employment Status
Using the computer at work is the most important factor
Income Higher incomes = higher use
Education Higher education = higher use
Urban/Rural use similar, but lower use in urban/central city households
Marital Status Highest use among married couples with children<18
11
Why People Say They Don’t Use the Why People Say They Don’t Use the InternetInternet
Why People Say They Don’t Use the Why People Say They Don’t Use the InternetInternet
14%
2%
1%
3%
7%
4%
25%
4%
1%
1%
2%
8%
6%
69%53%
0% 20% 40% 60% 80% 100%
don't want to
too expensive
can use elsewhere
concern w/ children
computer not capable
lack of knowledge
other
no computer Total55+
Source: U.S. Bureau of the Census, Current Population Survey, 2001
* Less than one percent
12
Uses of Internet Among 50+Uses of Internet Among 50+
6%
13%
41%
72%
90%
0% 20% 40% 60% 80% 100%
Employment Search
Online Banking
Products/ServicesPurchase
Products/ServicesInformation Search
E Mail
Source: U.S. Bureau of the Census, Current Population Survey, 2001
13
Uses of Internet Among 50+Uses of Internet Among 50+
50+ more likely to use Internet to check health information (43%)
Just as likely to use email Less likely to play games, job
search, participate in chatrooms or list servs, view television or movies, listen to the radio or trade/invest on line
14
Demographics of Top 100 Websites by Demographics of Top 100 Websites by CategoryCategory
Type of Site 45-54 55-64 65+ All Ages
Entertainment 28% 19%
Shopping 16% 14%
Services/Resources 15% 19% 13%
Education 9% 6%
News/Information 7% 6%
Society/Community 6% 9% 13% 4%
Source: Comscore, December 2002
15
Demographics of Top 100 Websites by Demographics of Top 100 Websites by CategoryCategory
Type of Site
Health
45-54
6%
55-64
5%
65+
4%
Total
2%
Computers/Electronic 5% 5%
Travel 3% 4% 2%
Home & Living 2% 2% 2%
Finance/Investing 5% 8% 5%
Automotive 2%
Source: Comscore, December 2002
16
Top Ten Internet Sites by AgeTop Ten Internet Sites by Age
45-54 55-64 65+ Total
Microsoft Microsoft Microsoft Microsoft
Ebay Ebay Ebay Ebay
Geocities Amazon Amazon Geocities
Amazon Geocities Geocities Amazon
Windowsmedia Windowsmedia Windowsmedia Windowsmedia
Source: Comscore, December 2002
17
Top Ten Internet Sites by Age, Top Ten Internet Sites by Age, ContinuedContinued
45-54
Digitalcity
55-64
Digitalcity
65+
Digitalcity
Total
Digitalcity
Kazaa Classmates Classmates Kazaa
Classmates CNN CNN Classmates
Tripod Real Real Tripod
CNN Mapquest Kazaa Real
Source: Comscore, December 2002
18
45-54 (27%) 55-64 (11%) 65+ (7%)Bible 46% AARP 34% Haband 34%
Guitarnotes 46% Winner 33% Mamarocks 33%
Zibgib 45% Merck-medco 29% Promiseofgod 30%
Hawaiianair 44% Vantagetravel 29% Vantagetravel 28%
Marriottrewards 44% Getfreesoftware 29% Llerrah 27%
Viewpointforum 43% Gasupusa 28% Kissedbyanangel
25%
Surveywriter 43% Mamarocks 28% Talltexian 24%
NYPL (NY Public Library) 43% 123inkjets 27% Zacks 24%
Docguide 43% 101funpages 27% Agoora-inc 24%
Cookingclub 42% tvinventions 27% Ashland 23%
Top Ten Internet Sites by Proportion of Visitors in Each Age GroupTop Ten Internet Sites by Proportion of Visitors in Each Age Group
19
Favorite Topics of Interest to Favorite Topics of Interest to Individuals 50+Individuals 50+
Favorite Topics of Interest to Favorite Topics of Interest to Individuals 50+Individuals 50+
Getting the most from your computer – 73% Budget Travel – 68% Planning Ahead – 66% Nutrition – 62% Active Living – 62% Alternative Medicine – 61% Finding Information on the Internet – 61% Favorite Hobby or Pastime -- 61% Mastering an Advanced Skill -- 52% Getting More Enjoyment out of Life --51% Having a Healthy Diet and Nutrition -- 50%
20
Most Important Features of a Web Most Important Features of a Web Site for Internet Users 50+Site for Internet Users 50+
7.9
8.0
8.0
8.0
8.0
8.1
8.1
8.2
8.3
8.5
0 1 2 3 4 5 6 7 8 9 10
Detailed information
Comprehensive information
Loads quickly
Search results fast
Value for time
Well organized
Good advice
Ease of Navigation
Relevant search results
Up to date
Average of 1-10 scale, 10=extremely important
Source: Visitor Profile and Evaluation of AARP Webplace, AARP, 1998
21
Least Important Features of a Web Least Important Features of a Web Site for Internet Users 50+Site for Internet Users 50+
4.3
4.5
5.6
6.1
6.6
6.7
6.8
0 1 2 3 4 5 6 7 8 9 10
Contests/Surveys
Feel part of community
Fun to use
Looks appealing
Interactive
Geared to me
Good reputation
Source: Visitor Profile and Evaluation of AARP Webplace, AARP, 1998
22
People 45+ Represent a People 45+ Represent a Substantial Share of the MarketSubstantial Share of the Market
Market Market Share 45+ Leading Age Segment
Annual Spending
Computer Information Services
51% 45-54 $2.8 billion
Computer Software/Accessories (non-business)
53% 45-54 $1.3 billion
Computer System Repair
61% 45-64 $ .2 billion
Computers and Hardware (non-business)
53% 45-54 $11.1 billion
Total: $15.4 billion
23
The 50+ Population and The 50+ Population and the IT Marketthe IT Market
8% of adults 50+ plan to buy a computer in the next 12 months.
Almost one in four (22%) plan a computer system upgrade in the next 12 months.
One in four (25%) have made an on-line purchase in the last 12 months (9% made purchases totaling $500 or more).
Almost one in ten (9%) have made 10 or more on-line purchases in the last 12 months.
Source: Scarborough Research 2003
24
ConclusionsConclusions
Internet use among people 50+ will grow dramatically in the near future 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.
Practical considerations are the primary concern when people 50+ evaluate a web site.