While over one-quarter of the US online audience is made up of Baby Boomers (45-64 years), a new survey from Burst Media found that they’re spending considerable time on the web, with three out of five (62.6%) spending more than five hours online per week.
However, only 14% of Boomers feel that the content on the Internet is focused on people their age. The survey also showed that they have a similar perception about online advertising, with only 9.9% saying it is focused on their age demographic and nearly half (48.2%) said that internet advertising is geared towards younger consumers. So if your looking to reach seniors who might be interested in reverse mortgages, where do you you advertise?
According to the survey more than half are viewing local/national news (55.8%) content, two out of five (41.6%) are viewing shopping/comparison shopping content, and 40.2% are viewing health information.
The information is certainly interesting but because all of the respondents were Internet users and this was an online survey, the information could be skewed a bit. If Burst decided to include offline users in the survey, the numbers could be slightly different’.
