eMarketer: Seniors Didn’t Catch the Wave

by David Weigelt

eMarketer released an article today titled “Few Senior Surfers Sighted.” “Not Internet-addicted?” That’s an interesting perspective. I don’t mean to suggest that seniors are “addicted” to using the Internet, but what this article infers is a bit of a stretch. The first element that piqued my interest is that it’s based on research from the Pew Research Center. Just six months ago, Pew published a pretty comprehensive study, titled Generations Online, indicating exactly the opposite of what eMarketer proposes: Seniors are responsible for the “biggest increase in internet use since 2005…While just over one-fourth (26%) of 70 to 75 year olds were online in 2005, 45% of that age group is currently online.”

What’s more is that eMarketer’s conclusions are based on a study that asked people if they had used the Internet in the past 24 hours, which is hardly an indicator for overall Internet usage and, in my opinion, not a factor that warrants such bold conclusions.

I implore you to take a look at one of our previous posts on Pew’s 2009 Generations Online report. You can also download the full report here.


One Response to eMarketer: Seniors Didn’t Catch the Wave

  1. If they did not catch the wave, then they must BE THE WAVE. And, it is the marketers who need to get on their wave.

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