Internet usage among 50+
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Internet Usage among 50+ Special Flavours of the Internet Cake
Katalin Vamos50+ Lifestyle Club www.50felettfitten.hu
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50+ Lifestyle Club
Movement
Health
Community
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Who we are
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Internet usage and social media profile
Hungary Internet users USA Internet users
57-65 76%
50+ 20% 66-74 58%
75+ 30%
Hungary Social media USA Social media
57-65 43%
50+ 61% 66-74 34%
75+ 18%
Source: UPC – Ithaka 2011
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Internet usage among 50+ Hungarians
20 % online presence open to changes actively communicating with family members,
friends 60% using the internet every day internet phone usage: 24% frequently, 36%
rarely online banking, shopping activity low
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Importance of the internet in different areas of life
General information, news 4,35
Keeping in touch with relatives living far away 4,18
Keeping in touch with relatives living close 3,99
Informing about special interest, hobbies 3,87
Games 3,29
Sharing ideas, self-expression 2,58
Getting to know new people 2,49
Source: VMR Silver 1= not at all important
5 = very important
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Social media usage
total
social media
Source: Gemius, 2011
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Social media usage
61% of active 50+ internet users have social media profiles 66% of them log in every day
iwiw and Facebook profiles
average 41 min on working days, 60 min on weekends
likes, comments, watching profiles – more passive
engaged in civil movements, political activities, volunteering
searching for classmates, old friends
greeting friends, club life
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Typical features of a 50+ consumer
savings 65%
main motivation: is NOT to accommodate to new circumstances BUT
NOT TO BE excluded from usual statuses, relationships, situations
AND maintaning pleasure and performance
success-oriented
experience hunter, active
culturally active
volunteering
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Re-Teens
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Discoverers
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Experience hunters
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Oldies
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Kidadults
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50+ Lifestyle Club
Our Customers
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Blog Newsletter
Facebook Word of mouth
Our portfolio
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Online schedule
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Newsletter
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Newsletter statistics
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Group feeling
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Fun
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New passions
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Challenge
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Pleasure
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New friendships
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Enjoyment – fuel
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Self-fulfilment