What We Do Online

New research shows over 55s are catching up with youth on the internet.

68 per cent of all European internet users aged 55 years and over now use broadband at their main point of internet connection and broadband adoption amongst this group is growing at a faster rate than the average European internet user, reveals research from the European Interactive Advertising Association (EIAA) announced in July 2007.

This rapid increase in broadband is leading to major changes in the way over 55s are communicating and spending their leisure time, helping to close the 'digital divide'. The EIAA 'Silver Surfers Report' explores these changes and reveals interesting insights into this generation's digital lifestyles.

Over 55s now spend an average of 8.8 hours online per week - a growth of 18 per cent since 2004 - and 78 per cent of the time they spend online is for personal reasons rather than work. One in four log on to the internet in a typical week and weekend use is growing at a rate of 19 per cent a year.

The internet is quickly becoming a key communication tool for this generation and they are developing a much deeper level of involvement with online content. Use of online forums has seen significant growth of 113 per cent since 2005, with 17 percent of over 55s now regularly visiting these sites. The research also dispels the myth that social networking is the domain of the young, nearly one in five visit sites such as MySpace and Bebo at least once a month - not that far behind the younger digital generation of 16-34 year old internet users, 28 per cent of whom regularly access social networking sites.

Making the most of the convenience and costs savings of VoIP is becoming rapidly more popular with this generation. 14 per cent now regularly make calls over the internet, illustrating 100 per cent year on year growth and further evidence that this group is becoming ever more tech savvy.

Over 55s are also making the most of the entertainment available online. 21 per cent now listen to the radio online, 7 per cent have downloaded TV programmes and films - 40 per cent year on year growth since 2005 and 7 per cent are enjoying online gaming.

The research reveals the wide array of websites that the over 55s are using to enrich different areas of their life. Travel and holiday sites are particularly popular with this group - an indication of the increased leisure time and disposable income that many of this group enjoy. 60 per cent visit travel sites and 55 per cent visit holiday sites, higher than the average European internet users. 47 per cent have bought travel tickets online and 32 per cent have bought a holiday online.

Using email and carrying out searches online seems to be second nature, with 83 per cent regularly carrying out both activities. Keeping up to date with current affairs and news is also important, with nearly two thirds of over 55s visiting online news sites.

61 per cent of users of all media aged 55 and over cite that the internet provides what they want quickly and saves time and more and more are carrying out some of their day to day tasks online. Over half of all of these users now use online banking and finance sites. 74 per cent of internet users aged 55 and over have shopped online, buying an average of seven items in a six month period. 38 per cent are using price comparison sites and books and electrical goods prove popular online goods.

There is huge growth in usage of online tools made popular by Web 2.0, and the EIAA expect this to continue as the internet plays an even bigger part in the daily lives of over 55s.

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