The latest news from the Pew Internet and American Life Project will not surprise a colleague who has a 90+ year old father who regularly "Tweets" his family.
Older Americans are going online more than ever before.
According to the study, in the past three years the 'hockey stick' in Internet adoption has been in the 70+ demographic. 70+, folks. God love 'em, these are the same folks that still re-use aluminum foil. Growth in Internet use among people ages 70 to 74 increased by 19% and for those above 75 (b.1924!) growth clocked in at 10%.
Other studies concur that older demographic groups spend more time online than their younger counterparts and while many go online to get health information and visit government Websites, the growth actually stems from use of the Internet for activities such as games, watch movies, use social networking sites or read blogs.
The assumptions and biases that the Internet, social networking and digital media are all tools to reach younger demographics needs to be readdressed by marketers as in this economy particularly, no opportunity to reach out to prospective customers should go unexplored.
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