Silver surfers spend online, but 'iLifers' play online.
3 February 2011 | by The Retail BulletinThe under 25’s, the ‘iLifer’ generation who have never experienced life without the internet, are driving some of the newer uses of the Internet such as online gaming, music & mo vie downloading, and social networking (which itself grew by over 250% in the last two years). But it is the older ages that dominate Search and Shopping, with 3 over 55’s shopping online for every 2 under 25’s.
8 out of every 10 people now have the internet, the same proportion of the population that have landline telephones. Access grew faster in 2010, up by 2.75 million, than in 2009 which was over 100,000 less new users. The fastest growing group of all is actually the over 65 age group, now representing over 1 in 10 British users. Yet even with this growth, the lower social grades and income groups are twice as likely not to have the internet than any other group.
Commenting on the latest findings at the publication of their latest report, Mike Hare, Research Director, said “Our latest figures are starting to reveal distinct differences in attitude to the internet between the generations. While the Silver Surfers tend towards the more practical and economic benefits, iLifers regard the internet as a source of entertainment and social activity. But this difference in attitude has implications for the Marketing Industry, which should take note that even though Silver Surfers are more likely to shop online, they are 70% more likely to find internet advertising unacceptable”.
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