McAfee, a PC security company, commissioned a study on the 50+ crowd to find out how their digital profile compares to the younger generations. While their purpose was to show that the older users need the same protection as younger ones (they sell security products after all) they also shed some light on internet use by a critical demographic for healthcare marketers.
A word of warning, the statistics quoted have to be among online users. We know from PEW Internet Project data that 97% of boomers and seniors are not online, but what the McAfee data shows is that, for those that are, their behavior is remarkably similar to the younger cohorts.
Online boomers and seniors spend a lot of time there:
They are not afraid to interact:
- Almost nine in 10 said they had made a purchase online
- Almost eight in 10 had accessed their bank account
- More than three-quarters had paid bills online
- 80% are on social networks
- 97% go online daily
Boomers’ affinity for financial transactions online indicates a growing sense of comfort with a variety of activities on the web among this group.
But, they are a bit less mobile:
Other news from eMarketer:
- Gamers largest tablet audience – can’t we just call them people yet?
- Big data used to reveal consumer behaviors
- Facebook provides news, but not on purpose
Other news on Boomers from Digital Rx:
- 86% of online boomers used the internet for health research
- The march to social saturation continues
- Are boomers and seniors really online?
- Google research: reaching boomers and seniors online