Respondents Who Believe Web Content is Focused Towards People their Own Age (% of respondents)
Age % of Respondents
18-24 76.0%
25-34 73.9
35-44 55.7
45-54 35.4
55-64 22.9
65+ 12.0
Source: BurstMedia, February 2008
Similar to the content findings, 75.9% of respondents 18-34 years say websites are designed for people their age. Among respondents 35-45 year this perception slips to 55.2%.
Only 36.9% of respondents 45-54 years believe websites are designed for people their age
19.9% of respondents 55 years and older say websites are designed for people their age.
Overall, only 38.6% of respondents believe online advertising is focused on people their age. It is only among respondents 18-24 and 25-34 years that a majority believes online advertising is focused on their age groups, 56.6% and 56.5% respectively.
Among respondents 35 years and older the prevailing perception is that online advertising is focused on younger age segments.
43.8% of respondents 35-44 years, say online advertising is focused on people their ages
52.9% say online advertising is focused on people younger
72.5% of respondents 45-54 years say online advertising is focused on people younger than they are
83.2% of respondents 55 years and older feel the focus is on younger people
Overall, three out of five of respondents are visiting more websites in a typical week than they were one year ago. An expanded catalogue of sites visited is not only a phenomenon of the young, but is found among all age segments. In fact, 62.8% of respondents 55 years and older say they are visiting more sites today in a typical week of web surfing than they were one year ago.
Number of Sites Visited During Typical Week Compared to One Year Ago (% of Respondents)
Sites Visited % of Respondents
Many more 33.8%
A few more 25.8
About the same 26.2
Fewer 7.2
Not sure 7.0
Source: BurstMedia, February 2008
Local/national news is the most popular content consumed online with half (48.9%) of respondents regularly seeking it out. There are differences in the types of content consumed by age segments. Among respondents 18-34 years, entertainment information (44.7%) is the most regularly sought online content, followed by:
Local/national news (40.1%)
Online games (38.1%)
Shopping/product information (36.1%)
Information for work (35.0%)
Online communities such as social networks, forums and blogs (31.4%)
Local/national news (54.2%) is the most popular online content for respondents 35-54 years. Other types of online content sought by this age group include:
Shopping/product information (44.8%)
Information for work (42.7%)
Health information (37.1%)
Entertainment information (37.0%)
Travel information (33.7%)
Local/national news is by far the most popular online content for respondents 55 years and older - with over one-half (55.9%) of this segment saying they regularly seek it out online. Other types of content sought include:
Shopping/product information (44.0%)
Health information (42.5%)
International news (38.9%)
Travel information (38.2%)
Food information/recipes (34.1%)
Two-thirds (67.7%) of respondents say their daily routine would be disrupted if their Internet access was taken away and not available for one week (42.9% say "significantly"). This survey findings are consistent among all age segments, with the oldest segment looking very much like the youngest segment
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