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Older Boomers Increase Web Usage
On-demand and increased confidence in online information drives surging 55+ use of the Web.
ABOUT 61 PERCENT OF ONLINE users age 55 and older say they use the Web more heavily now than one year ago, according to a new study by Burst! Media. The study, based on a recent survey of 1,000 Web users at least 55 years of age, also found that the vast majority of respondents--65.5 percent--visit more Web sites now than last year, with about one in three--34.5 percent--saying they visit "many more" sites today than last year.
At the same time, many Web users in that age group have cut back on their use of traditional media, according to Burst! Media. About 44 percent told researchers they spend less time watching TV today than one year ago, while about 44 percent spend less time reading newspapers and around 37 percent spend less time reading magazines.
Why is this age group turning to the Web? The greatest proportion of respondents--around 69 percent--said the on-demand nature of the Web gave it an edge, while around 68 percent of respondents thought the Web had more accurate information than offline media. About 60 percent thought the Internet was superior because it offered content that couldn't be found in other media.
An eMarketer report released last May also concluded that older boomers and adults in their early 60s tended to be Web-savvy. That report found that about two-thirds of adults between the ages of 50 and 64 use the Web.
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posted by Unknown @ Friday, December 30, 2005,
