Not only in the US, but also in Europe more and more "Silver Surfers" explore the web: Research announced today from the European Interactive Advertising Association (EIAA) reveals the following:
- 68% of all European internet users aged 55 years and over now use broadband at their main point of internet connection
-Broadband adoption amongst silver surfers is growing at a faster rate than the average European internet user (26% year on year growth compared to 14%).
-This older demographic now spends an average of 8.8 hours online per week - a growth of 18% since 2004 - and 78% of the time they spend 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 a rate of 19% year on year....
-Over half (53%) of all of these users now use online banking and finance sites. 74% of internet users aged 55 and over have shopped online, buying an average of 7 items and spending €830 in a six month period; well above the average online shopper (€750).
-38% are using price comparison sites and books (29%) and electrical goods (18%) prove popular online goods. "