Uses email everyday, reads a couple of blogs relating to his industry and his Blackberry very rarely leaves his side. He's been using email and the web for 10 years, he's had a mobile phone for just as long.
A quick profile of one of millions of over 40's and 50's working across Australia and the world.
So why do we assume that their not online? Why do we assume that the Internet is the domain of the under 30's? It is totally flawed.
In the UK in 2008 I conducted research with over 400 baby boomers, 85% of which were active online, and the level of frustration about their perceived digital understanding was incredible.
We've been running display and search campaigns for Travel brands targeting over 50's for the last 6 months, with incredible results - both in ROI and brand engagement terms. And as recently as this month drove 35,000 unique 50somethings to a travel website. Plenty of proof close to home...
Further afield, recent statistics from the US (Emarketer) show that 78% of over 50s are active online in some form, up from 68% in 2005.
If we wanted any more evidence, Nigel's 84 year old Dad just bought an iphone, to back up the Ipod and Macbook he bought last year. Oh and my 63 year old Mum texted me yesterday "our wireless modem is broken so no Internet for 3 days. NIGHTMARE".
Tell us your views.
Nic
