Award Highlights The Rise Of The Older Web User

Posted on: 05 June 2008 by awarded eSuperbrands status. Award recognises growing Influence of over-45s online.

For Immediate Release: 23rd August 2005, the UK’s leading website for the over 45s has been awarded a prestigious accolade recognising the site as one of the leading online brands in Britain. was chosen by the eSuperbrands Council - made up of online experts, among them Michael Murphy CEO Friends Reunited and founder, Brent Hoberman, to join an exclusive group of online businesses who have excelled in creating a strong online brand.

The award is recognition of the continued rise of the older web surfer, estimated to be a quarter of the entire UK online population, and further removes the long held notion that all internet users are young.

“The internet is a medium for all age groups, as, unlike a lot of television nowadays, it has something to offer all interests,” comments 50connect CEO and founder, Philip Cooper.

“We are extremely pleased to be awarded the prestigious eSuperbrands accolade. Not only is it recognition for all of our efforts as a company, but it also demonstrates that there’s more to the over 50s than slippers, pensions and woolly jumpers.”

Launching in the UK in October 2000,’s refreshing brand of features on topics like sex tips, adventure holidays and how to download music, pioneered engaging online content for the over 45s and soon attracted thousands of visitors.

The first website of its kind to launch in the UK, 50connect is now a thriving online community attracting 940,000 unique monthly visitors, making it the largest website of its type in the UK.

Mr. Cooper believes 50connect’s success, demonstrating the feasibility of targeting older consumers online, is slowly bringing about a change in the industry.

Says Mr. Cooper, “Traditionally, most advertisers, be it in TV, Radio, Press or Online, see the 18-24 year old age group as the Holy Grail, and largely ignore older consumers.

“But as the population ages and older age groups become more comfortable and more numerous online, in the future, any advertising campaign that fails to target the mature market will only partially succeed.”

The eSuperbrand Council define an eSuperbrand as; ‘brands which are primarily dedicated to internet related activity, and have elevated themselves above most others in their field through offering both emotional and physical advantages, which consumers recognise and want.’


For more information, photographs, logos and interview opportunities contact Dale Lovell on 01753 850606. is the leading online portal for the over 45s. With 947,000 monthly users, 50connect offers the most significant research point for the attitudes of today’s over 45s.

For more information on visit: is just one of a select online group, chosen from thousands of brands originally considered to gain eSuperbrand status.

The 2005/6 council members, who chose 50connect as an eSuperbrand are:

.net, Lisa Jones, Editor.
AOL, Tomothy Ryan, Director – Brand Marketing.
Ask Jeeves, Rachel Johnson, VP of Marketing.
Digital Marketing Group, John Owen, Chairman and Partner.
Friends Reunited, Michael Murphy, CEO.
Glue London, James Sanderson, Commercial Director.
Guardian Newspapers, Simon Waldman, Director of Digital Publishing., Brent Hoberman, Joint Founder.
Netratings Ic, David Day, European Managing Director.
NTL, Steve Perry, Director of Marketing Services.
Tiscali UK Ltd, Jody Haskayne, Director of PR.

For more information on Superbrands visit:

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