Table of Contents
Executive Summary
- US Baby Boomer Internet Users and Penetration, 2008-2013 (millions and %
of population)
- Key Questions
The eMarketer View
- Key eMarketer Numbers-Boomers Online
Boomer Internet Users
- US Baby Boomer Population, 2008-2013 (millions and % of total)
- US Older and Younger Boomer Population, 2008-2013 (millions and % of total)
- US Older and Younger Boomer Internet Users and Penetration, 2008-2013
(millions and % of population)
- US Internet User Penetration, by Generation, May 2008 (% of population in
each group)
- US Internet Users, by Age, September 2008 (thousands and % of total)
- Gender
- US Internet Users Ages 45-64, by Gender, September 2008 (thousands)
- US Older Female Consumers with Internet Access, 1998-2008 (% of
respondents)
- Online Activities of US Female Internet Users, by Generation, March 2008
(% of respondents)
- Access
- Demographic Profile of US At-Home Broadband Users, June-September 2007
(% of Internet users in each group)
- Demographic Profile of US Internet Users, by Access Technology,
June-September 2007 (% of respondents)
- Income and Spending
- US Affluent Baby Boomer* Households, 2004 & 2007 (millions and % of
total households**)
- US Affluent Baby Boomer* Households, by Income, 2004 & 2007 (% of
respondents)
Attitudes Toward Advertising and the Internet
- US Baby Boomers' Attitudes Toward Advertising, Q1 2008 (% of respondents)
- US Internet Users Ages 35+ Who Believe Online Advertising Is Focused on
Younger Age Group, by Age, February 2008 (% of respondents in each group)
- Demographic Profile of US Internet Users Who Are Likely to Click on Online
Ads, by Format, August 2008 (% of respondents)
- Comfort of US Internet Users with Websites* that Target Ads or Content to
Personal Interests Based on Usage, by Generation, March 2008 (% of respondents
in each group)
- Comfort of US Internet Users with Websites* with Privacy and Security
Policies that Target Ads or Content to Personal Interests Based on Usage, by
Generation, March 2008 (% of respondents in each group)
- Content
- Leading Factors in Determining Whether or Not to Trust Website Content
According to US Internet Users Ages 40+, May 2008 (% of respondents)
- US Internet Users Who Believe Online Content Is Focused on Own Age
Group, by Age, February 2008 (% of respondents in each group)
- US Consumer Attitudes Regarding Ad-Supported vs. Paid-For Online
Content, by Age, October 2007 (% of respondents*)
Media and Mobile Usage
- Demographic Profile of US Adult Consumers, by Average Time Spent per Day*
with Major Media, January 2008 (minutes)
- Frequency of TV Watching Among US Adults, by Age, December 2007-January
2008 (% of respondents in each group)
- US Weekly TV, Online TV and Network TV Website Viewers, by Age, June 2008
(% of respondents in each group)
- Emerging Media Used* by US Internet Users, by Age, December 2007 (% of
respondents in each group)
- Average Daily Exclusive* Media Usage at Home According to US Consumers, by
Age, 2008 (% of time spent with each media)
- Leading Types of Online Content Used by US Internet Users Ages 55+,
February 2008 (% of respondents)
- Media that Influence Online Searches According to US Internet Users, by
Age, December 2007 (% of respondents in each group)
- Mobile Communications
- US Consumers with Cable* or Satellite TV Who Consider Their Mobile Phone
an Entertainment Device, by Generation, December 2007 (% of respondents in
each group)
- Preferred Consumer Electronics of US Internet Users, by Generation,
December 2007 (% of respondents)
- Average Monthly Calls Made/Received and Text Messages Sent/Received per
US Mobile Phone Subscriber, by Age, Q2 2008
- Text Messaging US Households, by Household Type, December 2007-January
2008 (% of respondents in each group)
Online Activities
- Online Activities that Interest US Internet Users Ages 40+, May 2008 (% of
respondents)
- Online Activities that Do Not Interest US Internet Users Ages 40+, May
2008 (% of respondents)
- US Internet Users Who Say the Internet Has Improved Their Connections to
Others "a Lot," by Age, December 2007-January 2008 (% of respondents in each
group)
- E-Mail
- Methods Used After Online Searches to Communicate with Others About
Products According to US Internet Users, by Age, December 2007 (% of
respondents in each group)
- Digital Channel Preferred by US Internet Users for Messaging, by Age,
February 2008 (% of respondents in each group)
- US Adults Who Have Forwarded an E-Mail Marketing Message to Another
Adult, by Age, 2007 (% of respondents)
- Gaming
- US Female Internet Users Who Visited Online Gaming Sites, by Age, August
2007 & August 2008 (thousands of unique visitors and % change)
- Social Networking
- US Internet Users Ages 40+ Who Use Social Networking Sites, May 2008 (%
of respondents)
- Leading Reasons for Not Using Social Networking Sites According to US
Internet Users Ages 40+, May 2008 (% of respondents)
- Social Media Usage Among US Adult Internet Users, by Generation,
December 2007 (% of respondents)
- Lawyers Worldwide Who Are Interested in Joining an Online Professional
Social Network Designed Specifically for Lawyers, by Age, 2008 (% of
respondents in each group)
- US At-Work Internet Users Who Use Social Networking Sites to Communicate
with Colleagues, Customers, Suppliers and/or Prospects, by Age, 2008 (% of
respondents)
- Visitors Worldwide to Select Social Networking Sites, by Age and Gender,
June 2008 (% of total)
- Blogging
- Bloggers Worldwide, by Age, July-August 2008 (% of respondents)
- Demographic Profile of US Bloggers*, January 2008 (% of respondents)
- US Internet Users Who Read Political Blogs, by Age and Political Party,
January 2008 (% of respondents)
- Buying Online
- Positive and Negative Attitudes of US Internet Users Toward Online
Shopping, by Age, August-September 2007 (% of respondents in each group)
- US Affluent Baby Boomers* Who Buy Online, 2004 & 2007 (% of respondents)
- Select Online and Mobile Activities of US Online Buyers, by Age,
July-August 2008 (% of respondents in each group)
- Health and Wellness
- US Internet Users Who Search Online for Wellness* Information, by Age
and Gender, May 2008 (% of respondents in each group)
- US Internet Users Ages 40+ Who Have Seen a Health-Related* TV Commercial
and Visited a Website for More Information, Fall 2007 (% of respondents)
- US Internet Users Ages 40+ Who Have Seen a Health-Related* Online Ad and
Clicked on It for More Information, Fall 2007 (% of respondents)
Conclusion
Endnotes
- 099604 | 099605
- US Baby Boomer Internet Users and Penetration, 2008-2013 (millions and %
of population)
- US Older and Younger Boomer Internet Users and Penetration, 2008-2013
(millions and % of population)
- 99870
- Key eMarketer Numbers-Boomers Online
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