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Table of Contents
Executive Summary
- US Baby-Boomer* Internet Users, 2006-2011 (millions, % of boomer
population and % of total Internet users)
- US Internet Users Ages 62+, 2006-2011 (millions, % of population ages 62+
and % of total Internet users)
- Key Questions
The eMarketer View
- Key eMarketer Numbers - Baby Boomers* and Silver Surfers
- US Households with Discretionary Income, by Generation of Head of
Household, 2006
- Internet Usage among US Older Adults and Seniors, March 2000-March 2007 (%
of respondents)
Boomers and Over-60s at a Glance
- US Baby-Boomer* Internet Users, 2006-2011 (millions, % of boomer
population and % of total Internet users)
- US Internet Users Ages 62+, 2006-2011 (millions, % of population ages 62+
and % of total Internet users)
- Demographic Profile of US Adult Internet Users* vs. All Adults,
July-October 2007 (% of respondents)
- US Internet Users, by Age, July 2007 (thousands and % of total (1))
- US Population, by Age, July 2000-July 2006 (millions)
Media Usage
- Types of Advertising that Cause US Consumers to Visit Web Sites, by Age,
February 23, 2007-March 6, 2007 (% of respondents in each group)
- Time Spent Using Select Media per Day by US Adult Internet Users, by Age,
January 2007 (mean hours)
- Main Source of Information about Companies or Products Used by US Adult
Internet Users, by Age, January 2007 (% of respondents in each group)
- Select News and Information Sources Used by US Small Business* Owners, by
Age, March 2007 (% of respondents in each group)
- Media Resources that Will Be Used by US Adult Internet Users for
Information on 2008 Presidential Candidates, by Age, August 2007 (% of
respondents in each group)
- US Consumer Attitudes on Print vs. Online Advertising, by Age, February
23, 2007-March 6, 2007 (% of respondents in each group)
- Online Activities Performed Weekly* according to US Consumers, by Age,
February 23, 2007-March 6, 2007 (% of respondents in each group)
- Select Weekly Online Activities* of US Internet Users, by Age,
February-March 2007 (% of respondents in each group)
- US Baby Boomer Internet* Users, by Age and Frequency, November-December
2006 (% of respondents in each group)
- Select Online Activities* of US Baby Boomers, November-December 2006 (% of
respondents in each group)
- US Female Baby-Boomer Internet Users Who Spend 15+ Hours per Week Online,
by Age, 2007 (% of respondents in each group)
- US Multitasking* Adult Home Internet Users, by Age and Gender, October
2007 (% of respondents in each group)
- Online Activities of US Adults Ages 40+, 2007 (% of respondents)
- Media that US Male Baby Boomers* Turn to First When Making a Purchase
Decision, 2004 & 2006 (% of respondents)
- Media that US Female Baby Boomers* Turn to First When Making a Purchase
Decision, 2004 & 2006 (% of respondents)
- Integration of Offline and Online Marketing to the Behavior of US Female
Baby Boomer Internet Users, 2007 (% of respondents)
- US Internet Users Who Are Interested in Easily Connecting Household TV to
the Internet*, by Age, February-March 2007 (% of respondents in each group)
Internet Usage
- Change* in Time Spent Using Select Media by US Baby Boomers, June-July
2007 (% of respondents)
- E-Commerce and Spending
- US Consumer Spending by Echo Boomers vs. Baby Boomers, 2007 & 2015
(trillions)
- US Consumers Who Have $100,000+ of Investable Assets, by Age and Gender,
2006 (% of respondents in each group)
- US Online Shoppers, by Age and Gender, September 2007 (% of respondents
in each group)
- US Female Consumers Who Shop Online for Beauty Products, by Age, 2007 (%
of respondents)
- Number of Online Purchases Made by Retired US Consumers, 2003 & 2006 (%
of respondents)
- Online Buyer* Internet Households in the US, by Generation, 2005-2011
(millions)
- Online Banking
- Banking Channel Used Most Often according to US Adults, by Age, July
2007 (% of respondents)
- Demographic Profile of US Internet Users Who Visited Banking and
Financial Web Sites, July 29-August 25, 2007 (% of total)
- Online Health Resources
- US Adult Internet Users Who Use the Internet As a Health Information
Resource, by Age and Gender, August 2007 (% of respondents in each group)
- US Adult Internet Users Who Have Researched a Health-Related Topic
Online in the Past Year, by Age, September 2006 (% of respondents)
- Most Valuable Health Information Resources Used by US Baby Boomer* and
Senior** Consumers, 2007 (% of respondents in each group)
- Methods Used by US Adults Ages 40+ to Get Information about Health and
Wellness, 2007 (% of respondents)
- US Female Baby-Boomer Internet Users Who Use the TV for Health
Information, by Age, 2007 (% of respondents in each group)
- Online Travel
- Demographic Profile of US Internet Users Who Visit Travel Web Sites,
February 2007 (thousands of unique visitors and % of total audience)
- Demographic Profile of US Internet Users Who Visited Travel Web Sites,
April 2007 (% of total)
- Online Video
- Demographic Profile of US Online Video Viewers, February-March 2007 (%
of respondents in each group)
- US Female Baby Boomer Internet Users Who Are Interested in Watching
Online Video, by Age, 2007 (% of respondents in each group)
- Select Online Video Activities of US Online Video Viewers, by Gender and
Age, February-March 2007 (% of respondents in each group)
- User-Generated Content
- US Internet Users Who Are Increasingly Creating Their Own User-Generated
Content*, by Age, February-March 2007 (% of respondents)
- Percent of Time Spent Online at User-Generated Sites vs.
Company-Generated Sites according to US Internet Users, by Age,
February-March 2007
- US Internet Users Who Read Consumer-Generated Online Reviews, by Age,
August-September 2007 (% of respondents in each group)
- Social Networking
- US Female Baby-Boomer Internet Users Who Are Interested in Social
Networking, by Age, 2007 (% of respondents in each group)
- Music Downloading
- Music Formats Purchased by US Baby Boomer* Internet Users, May-June 2007
(% of respondents)
- US Female Baby Boomer Internet Users Who Are Interested in Downloading
Music, by Age, 2007 (% of respondents in each group)
- Expected Time Spent by US Baby Boomers Listening to Select Music Formats
in the Next Six Months, June-July 2007 (% of respondents)
- US Internet Users Who Are Interested in Easily* Moving Entertainment
Content** to Any Device or Platform, by Age, February-March 2007 (% of
respondents in each group)
- US Internet Users Who Are Interested in an Entertainment and
Communications Device with which Anyone Can Be Contacted*, by Age,
February-March 2007 (% of respondents in each group)
- Demographic Profile of US Internet Users Who Visit Global News Web
Sites, June 2007 (thousands of unique visitors and % of total audience)
- Time Spent* Reading Select Media according to US Consumers, by Age,
February 23, 2007-March 6, 2007 (mean number of hours per week)
Mobile Activities
- Select Categories of Products Purchased by US Adult Internet Users via
Mobile Phone, by Age, June-July 2007 (% of respondents in each group)
- Mobile Phone Penetration among US Adult Consumers, by Age, July 2007 (% of
respondents in each group)
- Select Content Features on Mobile Phones of US Adult Mobile Phone Users,
by Age, July 2007 (% of respondents in each group)
- Select Daily Mobile Content Activities of US Adult Mobile Phone Users, by
Age, July 2007 (% of respondents in each group)
- Mobile Phone Users in North America Who Use Mobile Phone Data Services*,
by Age, 2006 (% of respondents in each group)
Word of Mouth
- Average Number of People that US Internet Users Tell* about a TV Show or
Web Site They Enjoy, by Age, February-March 2007
- Select Types of Media that US Internet Users Frequently Discuss with
Friends, Family and/or Colleagues, by Age, February-March 2007 (% of
respondents in each group)
- Select Communication Methods Used* by US Baby Boomers** to Recommend
Products or Services, by Age, November-December 2006 (% of respondents in each
group)
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