Health Populi

Tuesday, May 6, 2008

A profile of silver surfers: don't discount older web-searchers

There's a growing cadre of older people online, and they're an attractive demographic, according to Focalyst, a joint venture of the AARP and Millward Brown, a market research and branding company. The researchers found that "matures" spend 750,000,000 minutes a day on the Internet (sounds like a song from Rent--the AARP version of 525,600 Minutes).

Focalyst calls the group of people age 62 and over "Matures Online." The Insight Report: April 2008 finds that matures are just as likely to be persuaded by an Internet ad as younger consumers. Is this what Martha would consider a "good thing" or not-so-good? Well, it is what it is.

Regardless of where you sit on that that response, here's a remarkable fact: 1 in 4 Americans over 80 is online.

The table details Focalyst's findings on what older people do online:

- 6 in 10 matures use search engines

- 6 in 10 matures keep in touch online with family and friends

- 1 in 2 matures gathers information

- 2 in 5 look for health information.

Focalyst found "greater purchase intent" when it comes to older people looking at specific categories of online ads, especially pharmaceutical advertising and insurance. This signifies greater engagement in these topics, which is not surprising. However, there is also substantial engagement in categories such as consumer goods, travel, and entertainment -- including movies, TV and games (Scrabulous or Sudoku, anyone?).

Health Populi's Hot Points: TV and print are still the top 2 used media among matures, but the Internet is growing as "media channel of choice," according to Focalyst. By 2011, the number of online uses 62+ will grow 51%.

The data on health conditions and aging is well-known. As boomers age into the mature cohort, they will use the Internet for health and wellness applications. Games will continue to be developed that target health: see Robert Wood Johnson Foundation's excellent ongoing work into games and health. Ignore this trend, marketers, at your peril.

posted by Jane Sarasohn-Kahn at 5:34 AM

4 Comments:

  • Hey Jane! Thanks..I'll be humming tunes from Rent all morning! ;)

    Given the health activity from this group, and the demographic shifts that we're under, it's remarkable that more companies don't focus on their health needs online. Eons is about the only site I can think of...and they are not a pureplay health site. Do you know of health sites that are doing a good job addressing the health needs of silver surfers?

    Jude
    Trusera : The Power of Been There

    By Blogger heyjudeseattle, At May 6, 2008 10:46 AM  

  • Nice post. I would love it if this data is accurate. The survey research in the Focalyst presentation you cited looks interesting. I'd be a little bit more convinced if they'd used a 95% confidence interval with their analysis rather than 90% before they called it statistically significant. At any rate I would love to see the data in this be predictive because I believe there's great power in the internet medium.
    Thanks, Mark

    By Anonymous Anonymous, At May 6, 2008 11:44 AM  

  • Jude, RE: health sites targeting older people and health...first, I think you and your colleagues in the health story-telling space could address this market very well. I would also look to the AARP, which sponsored this survey, for more developments in the information technology and health record space. They are targeting IT and health in some way, but have been quiet about what they plan. I would also watch the women's-oriented lifestyle sites where much is happening -- esp. at the change-of-life/menopausal issues, first spurred by controversies about hormone replacement therapy. While I don't see the need for an older-specific site for me (a young Boomer), there will be a proliferation of sites for various tastes and predilections.

    By Blogger Jane Sarasohn-Kahn, At May 6, 2008 11:57 AM  

  • Mark, RE: the statistical significant and confidence interval...I'd look at the data in terms of direction and gross size, not at the specific percentages per se. They're still fairly compelling. JSK

    By Blogger Jane Sarasohn-Kahn, At May 6, 2008 11:58 AM  

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