Increasing broadband use by older generation

Broadband use by people over 55 years old is now growing at a faster rate than the average European Internet user (26% year-on-year growth compared to 14%). New research from the European Interactive Advertising Association has found that 68% of people over 55 have a broadband connection. The study involved 7,036 random telephone interviews across the UK and northern Europe.

This older demographic spends an average of 8.8 hours online per week, a figure which has grown by 18% since 2004. Approximately 78% of the time spent 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 the rate of 19% year-on-year.

Older users are making the most of the entertainment available online. Around 21% listen to the radio online, and 7% use online gaming. TV programmes and films are downloaded by 7%, a figure which has grown by 40% year-on-year since 2005.

A much deeper lever of understanding with online content is being developed, and online forums are regularly visited by 17% of people over 55. Social networking sites such as MySpace and Bebo are visited at least once a month by 18% of the older generation.

More than 83% regularly use email and carry out searches online. Online news sites are visited by 61% of the older generation users.

Making the most of the convenience and costs savings of VoIP is becoming rapidly more popular with this older generation. Calls over the internet are regularly made by 14%, a 100% year-on-year growth and further evidence that this group is becoming much more technically aware.

The research reveals the wide array of websites that the older demographic are using. Travel and holiday sites are particularly popular with this group, an indication of the increased leisure time and disposable income that this group enjoy. Their research also converts into purchases, with 47% having bought travel tickets online and 32% having bought a holiday online.