If you think older Americans are not using the Internet, think again. These facts show that older Americans are more active than ever online.
Let’s put to rest the fallacy that older Americans are not using the Internet.
As I speak with Indiana small business owners some will still comment that their business has an older clientele and those customers are not using the Internet.
Therefore, these owners say, they do not need to include the Internet in their marketing strategy.
Let’s examine the facts.
The Pew Research Center is one of the most respected sources for the study of trends in America. The Pew Internet & American Life Project in 2012 addressed usage of the Internet by older Americans.
Here are a few of their findings:
- 53% of Americans 65 and older use the Internet or email.
- 70% of online Americans 65 and older use the Internet daily.
- 34% of Americans 76 and older use the Internet.
- 69% of Americans 65 and older own a cell phone which is up from 57% in 2010
But, what about social media usage? Isn’t it only for young people? Let’s see what Pew found out:
- Senior Americans who are online are one of the fastest growing groups of social media users. From 2009 to 2011 Pew saw a 150% increase in social networking site usage by this group.
- 34% of Internet users 65 years old or older use networking sites such as Facebook and LinkedIn.
- 18% of online Americans 65 and older use networking sites on a typical day.
Is email marketing in the future for your Indiana business? Maybe it should be. Pew had these startling observations to share:
- 86% of Internet users 65 and older use email.
- 48% of Internet users 65 and older use email on a daily basis.
Communicating with your older customer base over the Internet should not be ignored.
Over half of Americans 65 and older are using the Internet for some purpose. They are becoming more and more comfortable with this new channel of marketing.
Expect these usage numbers to continue an upward trend as Pew does future studies of this key older demographic.