Broadband News

Silver surfers to be largest group online

So-called ‘silver surfers’ – internet users aged 55 and over – are to become the largest group of web-users, according to a recent report from Hitwise.

The group already accounts for 22% of UK website visits, and is apparently set to overtake 35 – 44 year olds (who currently make up 23.5% of visits). This figure has risen by 54% over the last two years.

Heather Hopkins, VP of Research at Hitwise, said: “Silver surfers show a particular fondness for Travel and News and Media websites, with these categories ranking higher among silver surfers. Last week, 27% of visits to Travel websites and 24% of visits to News and Media websites were from those aged 55+."

Silver surfers are more likely to visit websites relating to money and leisure pursuits, compared to other demographic groups.

The highest concentrations of web-users over 55 years old are to be found at websites about family, stocks and shares, e-greetings, yachting, boating and cruises. In fact, in the four weeks up to May 12th 2007, cruise websites received 48% of their traffic from this age group.

Chris Eagle, Commercial Manager at www.broadbandchoices.co.uk, commented: “This is very interesting research with surprising results! Consumers on a pension should make sure they’re using the right internet package by using our simple download monitor. It’s surprising how much money you can save just by using a different provider.”