The truth about boomers and the internet

Is this what you think of when you picture baby boomers using the internet? An old lady struggling with the font size, keyboard pressure and lingo?! Well a recent survey of almost 6,000 members by YourLifeChoices, the retirement experts, revealed how retirees and pre-retirees are using the internet and the results may surprise you!

With more time on their hands to spend on hobbies and interests, retirees are turning to the internet as a source of entertainment, a means to keep in touch with friends and family and a key research tool. This sees them accessing the internet daily (over 94%), mostly from home.

Social networking is being embraced by this generation with over 98% of respondents using Facebook every week. But Instagram and Twitter should not be ignored with a growing number or respondents also suggesting they use these services weekly. 

The best times to reach this market on the internet is the late morning (8-11am) and early evening (5-8pm), which makes sense given that the majority of respondents are fully retired. However, don’t forget the not insignificant (37%) proportion of this market who are still working part-time or full-time and are likely to have different browsing habits to the fully retired.

Whilst globally, 2015 has been the tipping point with more mobile users than desktops, desktops/laptops are still the most popular device to access YourLifeChoices content for our readers at present. However this may not be the case for long with a significant and growing number of users accessing the site via tablets (25%) and mobiles (16%). Advertisers trying to reach this audience should ensure they don’t overlook these channels in their marketing plans to reach all their intended audiences.

With a loyal audience of over 220,000 Unique Visitors a month and over 135,000 subscribers to our popular Enewsletters, YourLifeChoices knows the retiree and pre-retiree market like no one else in Australia. Contact us to find out more about our regular in-depth boomers research and how best to reach this valuable and unique audience through our extensive display advertising opportunities.

Sources: YLC Digital World Survey and Google Analytics Oct 15

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YourLifeChoices Media Kit

Lara Gray
Digital strategist Lara Gray is a multi-tasking, mother of one with a passion for all things digital. She’s a lover of a healthy lifestyle but can’t resist good cheese and a glass of red.

Written by Lara Gray



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