Older Generations Drive Internet Growth

Younger users may have been the earlier adopters of the Internet, but those aged 55 and above are the key to its current US growth, according to results from The Media Audit, an ongoing survey by US firm International Demographics, Inc.

The Audit regularly surveys 80 plus metropolitan markets with a combined population of more than 130 million adults, 61.2% (79.9m) of whom visit the Internet regularly. According to Bob Jordan, President of the research company, 'That's up from 54.9% in 2000 and most of the new growth is coming from those over 55 years of age'.

The 55 to 64 age classification has increased from 9.5 to 11.3% of the total Internet audience in the past four years. The percentage of those in that same age group who access the Internet regularly increased from 45.8% in 2000 to 56.7% in 2003. The equivalent figures for 65 to 74 year olds are 5.4% of total audience (up from 4.6%) and 35.9% (op from 26.2%) who access the Internet regularly.

'The computer is a much more democratic appliance than it was a few years ago', says Jordan, 'but, it has its limits. Income and the presence or absence of children in the home has a significant impact on Internet use'. The Media Audit data shows that 55.6% of married, age 35 plus, households without children access the computer regularly. Among households with children the percentage that accesses the Internet regularly is 65.1%. Among households with annual incomes of $50,000 or more the Internet access rate is 78.6% compared to 61.3% among all adults.

The Media Audit is a syndicated ratings service providing qualitative data for media web sites as well as for traditional media. Although not a national survey, its results traditionally track national findings. Its web site is at www.themediaaudit.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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