Abstract
The Baby Boomers and Silver Surfers report examines the trends driving
increased usage by these two massive, affluent and still-vital demographic
segments of the US online population.
Over the next five years, the number of US baby boomers who use the Internet
at least once a month will grow by more than 5 million, rising from 58.2
million in 2006 to 63.7 million in 2011.
Over-60s will also be a large and growing segment of the US Internet culture,
growing from 17.7 million Internet users in 2006 to 25.3 million by 2011.
Key questions the “Baby Boomers and Silver Surfers” report answers:
- How many US boomers and over-60s will be online in the next five years?
- What will drive growth in these segments of the US Internet population?
- What online and mobile activities are most prevalent among boomers and
silver surfers?
- How do researchers quantify the spending power of the boomer and silver
surfer generations?
- How will the aging of the US population affect Internet usage and media
consumption patterns among boomers and silver surfers?
- And many others.....
eMarketer Reports- On Target and Up to Date
The Baby Boomers and Silver Surfers report aggregates the latest data
from marketing and communications researchers with eMarketer analysis to
provide the information you need to make smart, accurate business decisions.
Table of Contents
Executive Summary
- US Baby-Boomer* Internet Users, 2006-2011 (millions, % of boomer
population and % of total Internet users)
- US Internet Users Ages 62+, 2006-2011 (millions, % of population ages 62+
and % of total Internet users)
- Key Questions
The eMarketer View
- Key eMarketer Numbers - Baby Boomers* and Silver Surfers
- US Households with Discretionary Income, by Generation of Head of
Household, 2006
- Internet Usage among US Older Adults and Seniors, March 2000-March 2007 (%
of respondents)
Boomers and Over-60s at a Glance
- US Baby-Boomer* Internet Users, 2006-2011 (millions, % of boomer
population and % of total Internet users)
- US Internet Users Ages 62+, 2006-2011 (millions, % of population ages 62+
and % of total Internet users)
- Demographic Profile of US Adult Internet Users* vs. All Adults,
July-October 2007 (% of respondents)
- US Internet Users, by Age, July 2007 (thousands and % of total (1))
- US Population, by Age, July 2000-July 2006 (millions)
Media Usage
- Types of Advertising that Cause US Consumers to Visit Web Sites, by Age,
February 23, 2007-March 6, 2007 (% of respondents in each group)
- Time Spent Using Select Media per Day by US Adult Internet Users, by Age,
January 2007 (mean hours)
- Main Source of Information about Companies or Products Used by US Adult
Internet Users, by Age, January 2007 (% of respondents in each group)
- Select News and Information Sources Used by US Small Business* Owners, by
Age, March 2007 (% of respondents in each group)
- Media Resources that Will Be Used by US Adult Internet Users for
Information on 2008 Presidential Candidates, by Age, August 2007 (% of
respondents in each group)
- US Consumer Attitudes on Print vs. Online Advertising, by Age, February
23, 2007-March 6, 2007 (% of respondents in each group)
- Online Activities Performed Weekly* according to US Consumers, by Age,
February 23, 2007-March 6, 2007 (% of respondents in each group)
- Select Weekly Online Activities* of US Internet Users, by Age,
February-March 2007 (% of respondents in each group)
- US Baby Boomer Internet* Users, by Age and Frequency, November-December
2006 (% of respondents in each group)
- Select Online Activities* of US Baby Boomers, November-December 2006 (% of
respondents in each group)
- US Female Baby-Boomer Internet Users Who Spend 15+ Hours per Week Online,
by Age, 2007 (% of respondents in each group)
- US Multitasking* Adult Home Internet Users, by Age and Gender, October
2007 (% of respondents in each group)
- Online Activities of US Adults Ages 40+, 2007 (% of respondents)
- Media that US Male Baby Boomers* Turn to First When Making a Purchase
Decision, 2004 & 2006 (% of respondents)
- Media that US Female Baby Boomers* Turn to First When Making a Purchase
Decision, 2004 & 2006 (% of respondents)
- Integration of Offline and Online Marketing to the Behavior of US Female
Baby Boomer Internet Users, 2007 (% of respondents)
- US Internet Users Who Are Interested in Easily Connecting Household TV to
the Internet*, by Age, February-March 2007 (% of respondents in each group)
Internet Usage
- Change* in Time Spent Using Select Media by US Baby Boomers, June-July
2007 (% of respondents)
- E-Commerce and Spending
- US Consumer Spending by Echo Boomers vs. Baby Boomers, 2007 & 2015
(trillions)
- US Consumers Who Have $100,000+ of Investable Assets, by Age and Gender,
2006 (% of respondents in each group)
- US Online Shoppers, by Age and Gender, September 2007 (% of respondents
in each group)
- US Female Consumers Who Shop Online for Beauty Products, by Age, 2007 (%
of respondents)
- Number of Online Purchases Made by Retired US Consumers, 2003 & 2006 (%
of respondents)
- Online Buyer* Internet Households in the US, by Generation, 2005-2011
(millions)
- Online Banking
- Banking Channel Used Most Often according to US Adults, by Age, July
2007 (% of respondents)
- Demographic Profile of US Internet Users Who Visited Banking and
Financial Web Sites, July 29-August 25, 2007 (% of total)
- Online Health Resources
- US Adult Internet Users Who Use the Internet As a Health Information
Resource, by Age and Gender, August 2007 (% of respondents in each group)
- US Adult Internet Users Who Have Researched a Health-Related Topic
Online in the Past Year, by Age, September 2006 (% of respondents)
- Most Valuable Health Information Resources Used by US Baby Boomer* and
Senior** Consumers, 2007 (% of respondents in each group)
- Methods Used by US Adults Ages 40+ to Get Information about Health and
Wellness, 2007 (% of respondents)
- US Female Baby-Boomer Internet Users Who Use the TV for Health
Information, by Age, 2007 (% of respondents in each group)
- Online Travel
- Demographic Profile of US Internet Users Who Visit Travel Web Sites,
February 2007 (thousands of unique visitors and % of total audience)
- Demographic Profile of US Internet Users Who Visited Travel Web Sites,
April 2007 (% of total)
- Online Video
- Demographic Profile of US Online Video Viewers, February-March 2007 (%
of respondents in each group)
- US Female Baby Boomer Internet Users Who Are Interested in Watching
Online Video, by Age, 2007 (% of respondents in each group)
- Select Online Video Activities of US Online Video Viewers, by Gender and
Age, February-March 2007 (% of respondents in each group)
- User-Generated Content
- US Internet Users Who Are Increasingly Creating Their Own User-Generated
Content*, by Age, February-March 2007 (% of respondents)
- Percent of Time Spent Online at User-Generated Sites vs.
Company-Generated Sites according to US Internet Users, by Age,
February-March 2007
- US Internet Users Who Read Consumer-Generated Online Reviews, by Age,
August-September 2007 (% of respondents in each group)
- Social Networking
- US Female Baby-Boomer Internet Users Who Are Interested in Social
Networking, by Age, 2007 (% of respondents in each group)
- Music Downloading
- Music Formats Purchased by US Baby Boomer* Internet Users, May-June 2007
(% of respondents)
- US Female Baby Boomer Internet Users Who Are Interested in Downloading
Music, by Age, 2007 (% of respondents in each group)
- Expected Time Spent by US Baby Boomers Listening to Select Music Formats
in the Next Six Months, June-July 2007 (% of respondents)
- US Internet Users Who Are Interested in Easily* Moving Entertainment
Content** to Any Device or Platform, by Age, February-March 2007 (% of
respondents in each group)
- US Internet Users Who Are Interested in an Entertainment and
Communications Device with which Anyone Can Be Contacted*, by Age,
February-March 2007 (% of respondents in each group)
- Demographic Profile of US Internet Users Who Visit Global News Web
Sites, June 2007 (thousands of unique visitors and % of total audience)
- Time Spent* Reading Select Media according to US Consumers, by Age,
February 23, 2007-March 6, 2007 (mean number of hours per week)
Mobile Activities
- Select Categories of Products Purchased by US Adult Internet Users via
Mobile Phone, by Age, June-July 2007 (% of respondents in each group)
- Mobile Phone Penetration among US Adult Consumers, by Age, July 2007 (% of
respondents in each group)
- Select Content Features on Mobile Phones of US Adult Mobile Phone Users,
by Age, July 2007 (% of respondents in each group)
- Select Daily Mobile Content Activities of US Adult Mobile Phone Users, by
Age, July 2007 (% of respondents in each group)
- Mobile Phone Users in North America Who Use Mobile Phone Data Services*,
by Age, 2006 (% of respondents in each group)
Word of Mouth
- Average Number of People that US Internet Users Tell* about a TV Show or
Web Site They Enjoy, by Age, February-March 2007
- Select Types of Media that US Internet Users Frequently Discuss with
Friends, Family and/or Colleagues, by Age, February-March 2007 (% of
respondents in each group)
- Select Communication Methods Used* by US Baby Boomers** to Recommend
Products or Services, by Age, November-December 2006 (% of respondents in each
group)
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