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Media Consumption Amongst Over-55s - UK - August 2010

As the UK population ages, this report takes an in-depth look at the media consumption and attitudes towards media of over-55s, covering their use of TV, radio, newspapers, magazines and the internet. It aims to show how the media preferences and habits of over-55s differ from the general population and how products and services can be tailored to suit them. It also aims to identify where, in the context of commercial media, advertisers can most effectively target the over-55 market.Over-55s feel excluded by many advertising and marketing campaigns, with 41% agreeing that “most advertising and marketing isn’t relevant to people in my age group”, compared to 30% of the population overall.

  • The key reading material for over-55s in newspapers and magazines is news/current affairs, TV guides, social/human interest stories, competitions/crosswords and games, business and finance, personal finance, weekend supplements, humour, travel, columnists and cookery/gardening features. Over-55s show above-average interest in all these areas.
  • Over-55s are more likely than the overall internet population to research holidays and travel online, to use financial advice sites and price-comparison sites. Almost a quarter of over-55 web users have done family history research in the last three months.
  • Over-55 internet users are slightly ‘ahead of the curve’ when it comes to online banking, travel purchases and most other e-commerce products. However, they are still lagging behind in their use of online grocery delivery services.
  • Over-55s are far less likely than younger consumers to reduce their use of traditional media as a result of time spent online. Nevertheless, a third of over-55 internet users do say they use less traditional media – these consumers are most likely to be male, ABC1 and not yet fully retired.
  • An ‘entertainment-averse’ 44% of over-55s use the internet for practical purposes only, compared to 27% of the overall population, while 43% of over-55s use the web for entertainment compared to 68% overall. ABC1 surfers are the most practical.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Wisdom on the web
              • Useful advertising
              • Market in Brief

                • Ageing, youth-centric Britain
                  • Loyalty to print
                    • TV – more than just background noise
                      • Senior radioheads
                        • Broadband Boomers and silver surfers
                          • Family connections
                            • Practical purposes trump entertainment
                              • No lack of trust
                              • Internal Market Environment

                                • Key points
                                  • Declining print media base
                                    • Figure 1: Newspapers – average daily (Mon-Sat) net circulation, December 2004-December 2009
                                  • Online newspaper usage
                                    • Figure 2: Daily usage for leading online newspaper websites, April 2010
                                  • What papers do older people read?
                                    • Figure 3: UK national newspapers – total daily readership, by socio-economic group, gender and age, July-December 2009
                                  • Magazine circulation also in decline
                                    • Figure 4: Top 100 actively purchased magazines, total average net circulation, December 2004-December 2009
                                  • What magazines do older people read?
                                    • Figure 5: Leading UK consumer magazines with readership aged 45+, by socio-economic group and gender, March 2010
                                  • Digital UK
                                    • Figure 6: TV platforms, 2004-09
                                  • Over-65s embrace Freeview but lag behind in pay-TV
                                    • Figure 7: Types of TV received by UK households, Q1 2010
                                  • Older Sky subscribers prefer sports to movies
                                    • Figure 8: Subscription to Sky channels, by age, Q1 2010
                                  • Age of mobile
                                    • Figure 9: UK mobile penetration, by gender, age and socio-economic group, Q1 2010
                                    • Figure 10: Use of mobile phone during the past week, by age, Q1 2010
                                  • Radio renaissance
                                    • Figure 11: Frequency of radio listening, by age, Q1 2010
                                  • Digital radio challenge
                                    • DAB hands
                                      • Figure 12: Type of radio used, by age, Q1 2010
                                    • Broadband Boomers
                                      • Figure 13: Broadband penetration, by demographics, 2004-09
                                    • Institutionalised ageism and youth-centricity
                                    • Broader Market Environment

                                      • Key points
                                        • Fragile recovery
                                          • Figure 14: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                        • Consumer anxiety
                                          • Figure 15: GfK NOP Consumer Confidence Index, July 2009-June 2010
                                        • Public sector job threats
                                          • Figure 16: Employment and unemployment, by gender, 2005-15
                                        • The ageing of Britain
                                          • Figure 17: Trends in the age structure of the UK population, by gender, 2005-15
                                        • Boomer bulge
                                          • Time for browsing
                                            • Live forever
                                              • AB rise
                                                • Figure 18: Forecast adult population trends, by socio-economic group, 2005-15
                                              • Older singles
                                                • Figure 19: UK households, by size, 2005-15
                                            • Companies and Products Targeting Over-55s

                                              • Key points
                                                • New media – technology for older users
                                                  • New media – over-50s’ web portals
                                                    • New media – online social networking for over-50s
                                                      • Friends Reunited
                                                        • New/old media for over-50s
                                                          • Saga Group
                                                            • Figure 20: Saga Magazine circulation, 2004-09
                                                          • Yours magazine
                                                            • Figure 21: Yours magazine circulation, 2004-09
                                                          • Mature Times
                                                            • Figure 22: The Oldie circulation, 2004-09
                                                            • Figure 23: Daily Mail/Mail on Sunday circulation, 2004-09
                                                        • Advertising to Over-55s

                                                          • Key points
                                                            • Lust for life
                                                              • Nostalgia-fest
                                                                • Age-inclusive fashion
                                                                  • (Extra)ordinary people
                                                                    • Always a woman
                                                                    • What do Over-55s Watch on TV?

                                                                      • Key points
                                                                        • Serious TV watchers
                                                                          • All resopndents
                                                                            • Figure 24: Programmes watched on television, June 2010
                                                                          • Over-55s
                                                                            • Figure 25: Programmes watched on television – over-55s, June 2010
                                                                        • What do Over-55s Listen to on the Radio?

                                                                          • Key points
                                                                            • ABC1 radio listeners
                                                                              • All respondents
                                                                                • Figure 26: Programmes listened to on the radio, June 2010
                                                                              • Over-55s
                                                                                • Figure 27: Programmes listened to on the radio – over-55s, June 2010
                                                                            • What do Over-55s Read in Newspapers and Magazines?

                                                                              • Key point
                                                                                • Crossword buffs
                                                                                  • All respondents
                                                                                    • Figure 28: Types of stories or content read in newspapers or magazines, June 2010
                                                                                  • Over-55s
                                                                                    • Figure 29: Types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                • What do Over-55s do on the Internet?

                                                                                  • Key points
                                                                                    • Online bargain hunters
                                                                                      • Figure 30: Internet activities done in the last three months, June 2010
                                                                                    • Family history fanatics
                                                                                      • Serious scope for development
                                                                                        • Online/offline relationships
                                                                                        • What do Over-55s Buy on the Internet?

                                                                                          • Key points
                                                                                            • Grocery lag
                                                                                              • Figure 31: Online financial transactions in the last three months, June 2010
                                                                                            • Lifestyle radio and e-commerce
                                                                                            • How Has Internet Usage Changed The Media Habits of Over-55s?

                                                                                              • Key points
                                                                                                • Internet enriches more than replaces
                                                                                                  • Figure 32: Impact of the internet on traditional media use, June 2010
                                                                                              • How Do Over-55s Use Traditional Media?

                                                                                                • Key points
                                                                                                  • Tech-savvy over-55s
                                                                                                    • Figure 33: Attitudes towards TV, radio and newspapers/magazines, June 2010
                                                                                                  • Full concentration on TV…
                                                                                                    • ...but not on radio
                                                                                                    • How Do Over-55s Use The Internet?

                                                                                                      • Key points
                                                                                                        • Ask the family
                                                                                                          • Figure 34: Statements on internet usage habits, June 2010
                                                                                                      • Attitudes of Over-55s Towards Using the Internet

                                                                                                        • Key points
                                                                                                          • Practical over-55 surfers
                                                                                                            • All respondents
                                                                                                              • Figure 35: Attitudes towards the internet, June 2010
                                                                                                            • Over-55s
                                                                                                              • Figure 36: Attitudes towards the internet – over-55s, June 2010
                                                                                                            • Stick with what they know
                                                                                                            • Attitudes of over-55s Toward Media in General

                                                                                                              • Key points
                                                                                                                • Tangible preference
                                                                                                                  • All respondents
                                                                                                                    • Figure 37: Attitudes towards the media in general, June 2010
                                                                                                                  • Over-55s
                                                                                                                    • Figure 38: Attitudes towards the media in general – over-55s, June 2010
                                                                                                                  • Irrelevant advertising
                                                                                                                  • Appendix – What do Over-55s Watch on TV?

                                                                                                                      • Figure 39: Most popular programmes watched on television, by demographics, June 2010
                                                                                                                      • Figure 40: Next most popular programmes watched on television, by demographics, June 2010
                                                                                                                      • Figure 41: Other programmes watched on television, by demographics, June 2010
                                                                                                                      • Figure 42: Most popular programmes watched on television – over-55s, by demographics, June 2010
                                                                                                                      • Figure 43: Next most popular programmes watched on television – over-55s, by demographics, June 2010
                                                                                                                      • Figure 44: Other programmes watched on television – over-55s, by demographics, June 2010
                                                                                                                      • Figure 45: Programmes watched on television, by most popular programmes watched on television – over-55s, June 2010
                                                                                                                      • Figure 46: Programmes watched on television, by next most popular programmes watched on television – over-55s, June 2010
                                                                                                                      • Figure 47: Programmes watched on television, by other programmes watched on television – over-55s, June 2010
                                                                                                                      • Figure 48: Programmes watched on television, by least popular programmes watched on television – over-55s, June 2010
                                                                                                                  • Appendix – What Do Over-55s Listen To on The Radio?

                                                                                                                      • Figure 49: Most popular programmes listened to on the radio, by demographics, June 2010
                                                                                                                      • Figure 50: Next most popular programmes listened to on the radio, by demographics, June 2010
                                                                                                                      • Figure 51: Most popular programmes listened to on the radio – over-55s, by demographics, June 2010
                                                                                                                      • Figure 52: Next most popular programmes listened to on the radio – over-55s, by demographics, June 2010
                                                                                                                      • Figure 53: Programmes watched on television, by most popular programmes listened to on the radio – over-55s, June 2010
                                                                                                                      • Figure 54: Programmes watched on television, by next most popular programmes listened to on the radio – over-55s, June 2010
                                                                                                                      • Figure 55: Programmes watched on television, by other programmes listened to on the radio – over-55s, June 2010
                                                                                                                      • Figure 56: Programmes listened to on the radio, by most popular programmes listened to on the radio – over-55s, June 2010
                                                                                                                      • Figure 57: Programmes listened to on the radio, by next most popular programmes listened to on the radio – over-55s, June 2010
                                                                                                                      • Figure 58: Programmes listened to on the radio, by other programmes listened to on the radio – over-55s, June 2010
                                                                                                                  • Appendix – What do Over-55s Read in Newspapers and Magazines?

                                                                                                                      • Figure 59: Most popular types of stories or content read in newspapers or magazines, by demographics, June 2010
                                                                                                                      • Figure 60: Next most popular types of stories or content read in newspapers or magazines, by demographics, June 2010
                                                                                                                      • Figure 61: Other types of stories or content read in newspapers or magazines, by demographics, June 2010
                                                                                                                      • Figure 62: Least popular types of stories or content read in newspapers or magazines, by demographics, June 2010
                                                                                                                      • Figure 63: Most popular types of stories or content read in newspapers or magazines – over-55s, by demographics, June 2010
                                                                                                                      • Figure 64: Next most popular types of stories or content read in newspapers or magazines – over-55s, by demographics, June 2010
                                                                                                                      • Figure 65: Other types of stories or content read in newspapers or magazines – over-55s, by demographics, June 2010
                                                                                                                      • Figure 66: Least popular types of stories or content read in newspapers or magazines – over-55s, by demographics, June 2010
                                                                                                                      • Figure 67: Programmes watched on television, by most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 68: Programmes watched on television, by next most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 69: Programmes watched on television, by other types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 70: Programmes watched on television, by least popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 71: Programmes listened to on the radio, by most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 72: Programmes listened to on the radio, by next most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 73: Programmes listened to on the radio, by other types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 74: Programmes listened to on the radio, by least popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 75: Types of stories or content read in newspapers or magazines, by most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 76: Types of stories or content read in newspapers or magazines, by next most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 77: Types of stories or content read in newspapers or magazines, by other types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 78: Types of stories or content read in newspapers or magazines, by least popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                  • Appendix – What do Over-55s Do on the Internet?

                                                                                                                      • Figure 79: Most popular internet activities done in the last three months, by demographics, June 2010
                                                                                                                      • Figure 80: Next most popular internet activities done in the last three months, by demographics, June 2010
                                                                                                                      • Figure 81: Other internet activities done in the last three months, by demographics, June 2010
                                                                                                                      • Figure 82: Most popular internet activities done in the last three months – over-55s, by demographics, June 2010
                                                                                                                      • Figure 83: Next most popular internet activities done in the last three months – over-55s, by demographics, June 2010
                                                                                                                      • Figure 84: Other internet activities done in the last three months – over-55s, by demographics, June 2010
                                                                                                                      • Figure 85: Internet activities done in the last three months, by most popular programmes watched on television – over-55s, June 2010
                                                                                                                      • Figure 86: Internet activities done in the last three months, by next most popular programmes watched on television – over-55s, June 2010
                                                                                                                      • Figure 87: Internet activities done in the last three months, by other programmes watched on television – over-55s, June 2010
                                                                                                                      • Figure 88: Internet activities done in the last three months, by least popular programmes watched on television – over-55s, June 2010
                                                                                                                      • Figure 89: Internet activities done in the last three months, by most popular programmes listened to on the radio – over-55s, June 2010
                                                                                                                      • Figure 90: Internet activities done in the last three months, by next most popular programmes listened to on the radio – over-55s, June 2010
                                                                                                                      • Figure 91: Internet activities done in the last three months, by other programmes listened to on the radio – over-55s, June 2010
                                                                                                                      • Figure 92: Internet activities done in the last three months, by most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 93: Internet activities done in the last three months, by next most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 94: Internet activities done in the last three months, by next most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 95: Internet activities done in the last three months, by other types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 96: Internet activities done in the last three months, by least popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 97: Internet activities done in the last three months, by most popular internet activities done in the last three months – over-55s, June 2010
                                                                                                                      • Figure 98: Internet activities done in the last three months, by next most popular internet activities done in the last three months – over-55s, June 2010
                                                                                                                      • Figure 99: Internet activities done in the last three months, by other internet activities done in the last three months – over-55s, June 2010
                                                                                                                      • Figure 100: Internet activities done in the last three months, by least popular internet activities done in the last three months – over-55s, June 2010
                                                                                                                  • Appendix – What do Over-55s Buy on the Internet?

                                                                                                                      • Figure 101: Most popular online financial transactions in the last three months, by demographics, June 2010
                                                                                                                      • Figure 102: Next most popular online financial transactions in the last three months, by demographics, June 2010
                                                                                                                      • Figure 103: Online financial transactions in the last three months – over-55s, by demographics, June 2010
                                                                                                                      • Figure 104: Online financial transactions in the last three months, by most popular programmes watched on television – over-55s, June 2010
                                                                                                                      • Figure 105: Online financial transactions in the last three months, by next most popular programmes watched on television – over-55s, June 2010
                                                                                                                      • Figure 106: Online financial transactions in the last three months, by other programmes watched on television – over-55s, June 2010
                                                                                                                      • Figure 107: Online financial transactions in the last three months, by least popular programmes watched on television – over-55s, June 2010
                                                                                                                      • Figure 108: Online financial transactions in the last three months, by most popular programmes listened to on the radio – over-55s, June 2010
                                                                                                                      • Figure 109: Online financial transactions in the last three months, by next most popular programmes listened to on the radio – over-55s, June 2010
                                                                                                                      • Figure 110: Online financial transactions in the last three months, by other programmes listened to on the radio – over-55s, June 2010
                                                                                                                      • Figure 111: Online financial transactions in the last three months, by most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 112: Online financial transactions in the last three months, by next most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 113: Online financial transactions in the last three months, by next most popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 114: Online financial transactions in the last three months, by other types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 115: Online financial transactions in the last three months, by least popular types of stories or content read in newspapers or magazines – over-55s, June 2010
                                                                                                                      • Figure 116: Online financial transactions in the last three months, by most popular internet activities done in the last three months – over-55s, June 2010
                                                                                                                      • Figure 117: Online financial transactions in the last three months, by next most popular internet activities done in the last three months – over-55s, June 2010
                                                                                                                      • Figure 118: Online financial transactions in the last three months, by other internet activities done in the last three months – over-55s, June 2010
                                                                                                                      • Figure 119: Online financial transactions in the last three months, by least popular internet activities done in the last three months – over-55s, June 2010
                                                                                                                      • Figure 120: Online financial transactions in the last three months, by online financial transactions in the last three months – over-55s, June 2010
                                                                                                                  • Appendix – How Has Internet Usage Changed The Media Habits of Over-55s?

                                                                                                                      • Figure 121: Impact of the internet on traditional media use, by demographics, June 2010
                                                                                                                      • Figure 122: Impact of the internet on traditional media use – over-55s, by demographics, June 2010
                                                                                                                      • Figure 123: Programmes watched on television, by impact of the internet on traditional media use – over-55s, June 2010
                                                                                                                      • Figure 124: Programmes listened to on the radio, by impact of the internet on traditional media use – over-55s, June 2010
                                                                                                                      • Figure 125: Types of stories or content read in newspapers or magazines, by impact of the internet on traditional media use – over-55s, June 2010
                                                                                                                      • Figure 126: Internet activities done in the last three months, by impact of the internet on traditional media use – over-55s, June 2010
                                                                                                                      • Figure 127: Online financial transactions in the last three months, by impact of the internet on traditional media use – over-55s, June 2010
                                                                                                                  • Appendix – How Do Over-55s Use Traditional Media?

                                                                                                                      • Figure 128: Most popular attitudes towards TV, radio and newspapers/magazines, by demographics, June 2010
                                                                                                                      • Figure 129: Next most popular attitudes towards TV, radio and newspapers/magazines, by demographics, June 2010
                                                                                                                      • Figure 130: Most popular attitudes towards TV, radio and newspapers/magazines – over-55s, by demographics, June 2010
                                                                                                                      • Figure 131: Next most popular attitudes towards TV, radio and newspapers/magazines – over-55s, by demographics, June 2010
                                                                                                                      • Figure 132: Programmes watched on television, by most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
                                                                                                                      • Figure 133: Programmes watched on television, by next most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
                                                                                                                      • Figure 134: Programmes listened to on the radio, by most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
                                                                                                                      • Figure 135: Programmes listened to on the radio, by next most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
                                                                                                                      • Figure 136: Types of stories or content read in newspapers or magazines, by most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
                                                                                                                      • Figure 137: Types of stories or content read in newspapers or magazines, by next most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
                                                                                                                      • Figure 138: Internet activities done in the last three months, by most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
                                                                                                                      • Figure 139: Internet activities done in the last three months, by next most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
                                                                                                                      • Figure 140: Online financial transactions in the last three months, by most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
                                                                                                                      • Figure 141: Online financial transactions in the last three months, by next most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
                                                                                                                      • Figure 142: Attitudes towards TV, radio and newspapers/magazines, by impact of the internet on traditional media use – over-55s, June 2010
                                                                                                                      • Figure 143: Attitudes towards TV, radio and newspapers/magazines, by most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
                                                                                                                      • Figure 144: Attitudes towards TV, radio and newspapers/magazines, by next most popular attitudes towards TV, radio and newspapers/magazines – over-55s, June 2010
                                                                                                                  • Appendix – How Do Over-55s Use The Internet?

                                                                                                                      • Figure 145: Most popular statements on internet usage habits, by demographics, June 2010
                                                                                                                      • Figure 146: Next most popular statements on internet usage habits, by demographics, June 2010
                                                                                                                      • Figure 147: Statements on internet usage habits – over-55s, by demographics, June 2010
                                                                                                                      • Figure 148: Programmes watched on television, by statements on internet usage habits – over-55s, June 2010
                                                                                                                      • Figure 149: Programmes listened to on the radio. by statements on internet usage habits – over-55s, June 2010
                                                                                                                      • Figure 150: Types of stories or content read in newspapers or magazines, by statements on internet usage habits – over-55s, June 2010
                                                                                                                      • Figure 151: Internet activities done in the last three months, by statements on internet usage habits – over-55s, June 2010
                                                                                                                      • Figure 152: Online financial transactions in the last three months, by statements on internet usage habits – over-55s, June 2010
                                                                                                                      • Figure 153: Statements on internet usage habits, by impact of the internet on traditional media use – over-55s, June 2010
                                                                                                                      • Figure 154: Attitudes towards TV, radio and newspapers/magazines, by statements on internet usage habits – over-55s, June 2010
                                                                                                                      • Figure 155: Statements on internet usage habits, by statements on internet usage habits – over-55s, June 2010
                                                                                                                  • Appendix – Attitudes of Over-55s Towards Using the Internet

                                                                                                                      • Figure 156: Most popular attitudes towards the internet, by demographics, June 2010
                                                                                                                      • Figure 157: Next most popular attitudes towards the internet, by demographics, June 2010
                                                                                                                      • Figure 158: Most popular attitudes towards the internet – over-55s, by demographics, June 2010
                                                                                                                      • Figure 159: Next most popular attitudes towards the internet – over-55s, by demographics, June 2010
                                                                                                                      • Figure 160: Programmes watched on television, by most popular attitudes towards the internet – over-55s, June 2010
                                                                                                                      • Figure 161: Programmes watched on television, by next most popular attitudes towards the internet – over-55s, June 2010
                                                                                                                      • Figure 162: Programmes listened to on the radio, by most popular attitudes towards the internet – over-55s, June 2010
                                                                                                                      • Figure 163: Programmes listened to on the radio, by next most popular attitudes towards the internet – over-55s, June 2010
                                                                                                                      • Figure 164: Types of stories or content read in newspapers or magazines, by most popular attitudes towards the internet – over-55s, June 2010
                                                                                                                      • Figure 165: Types of stories or content read in newspapers or magazines, by next most popular attitudes towards the internet – over-55s, June 2010
                                                                                                                      • Figure 166: Internet activities done in the last three months, by most popular attitudes towards the internet – over-55s, June 2010
                                                                                                                      • Figure 167: Internet activities done in the last three months, by next most popular attitudes towards the internet – over-55s, June 2010
                                                                                                                      • Figure 168: Online financial transactions in the last three months, by most popular attitudes towards the internet – over-55s, June 2010
                                                                                                                      • Figure 169: Online financial transactions in the last three months, by next most popular attitudes towards the internet – over-55s, June 2010
                                                                                                                      • Figure 170: Attitudes towards the internet, by impact of the internet on traditional media use – over-55s, June 2010
                                                                                                                      • Figure 171: Attitudes towards TV, radio and newspapers/magazines, by most popular attitudes towards the internet – over-55s, June 2010
                                                                                                                      • Figure 172: Attitudes towards TV, radio and newspapers/magazines, by next most popular attitudes towards the internet – over-55s, June 2010
                                                                                                                      • Figure 173: Statements on internet usage habits, by most popular attitudes towards the internet – over-55s, June 2010
                                                                                                                      • Figure 174: Statements on internet usage habits, by next most popular attitudes towards the internet – over-55s, June 2010
                                                                                                                      • Figure 175: Attitudes towards the internet, by most popular attitudes towards the internet – over-55s, June 2010
                                                                                                                      • Figure 176: Attitudes towards the internet, by next most popular attitudes towards the internet – over-55s, June 2010
                                                                                                                  • Appendix – Attitudes of over-55s Toward Media in General

                                                                                                                      • Figure 177: Most popular attitudes towards the media in general, by demographics, June 2010
                                                                                                                      • Figure 178: Next most popular attitudes towards the media in general, by demographics, June 2010
                                                                                                                      • Figure 179: Most popular attitudes towards the media in general – over-55s, by demographics, June 2010
                                                                                                                      • Figure 180: Next most popular attitudes towards the media in general – over-55s, by demographics, June 2010
                                                                                                                      • Figure 181: Programmes watched on television, by most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 182: Programmes watched on television, by next most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 183: Programmes listened to on the radio, by most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 184: Programmes listened to on the radio, by next most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 185: Types of stories or content read in newspapers or magazines, by most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 186: Types of stories or content read in newspapers or magazines, by next most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 187: Internet activities done in the last three months, by most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 188: Internet activities done in the last three months, by next most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 189: Online financial transactions in the last three months, by most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 190: Online financial transactions in the last three months, by next most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 191: Attitudes towards the media in general, by impact of the internet on traditional media use – over-55s, June 2010
                                                                                                                      • Figure 192: Attitudes towards TV, radio and newspapers/magazines, by most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 193: Attitudes towards TV, radio and newspapers/magazines, by next most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 194: Statements on internet usage habits, by most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 195: Statements on internet usage habits, by next most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 196: Attitudes towards the internet, by most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 197: Attitudes towards the internet, by next most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 198: Attitudes towards the media in general, by most popular attitudes towards the media in general – over-55s, June 2010
                                                                                                                      • Figure 199: Attitudes towards the media in general, by next most popular attitudes towards the media in general – over-55s, June 2010

                                                                                                                  Companies Covered

                                                                                                                  • Acromas Holdings
                                                                                                                  • Age Concern England
                                                                                                                  • Aldi Stores Ltd (UK & Ireland)
                                                                                                                  • Alliance Boots
                                                                                                                  • America Online UK (AOL UK)
                                                                                                                  • Apple Computer UK Ltd
                                                                                                                  • Asda Group Ltd
                                                                                                                  • Associated Newspapers Ltd
                                                                                                                  • Audit Bureau of Circulations
                                                                                                                  • Auto Trader
                                                                                                                  • Automobile Association (AA)
                                                                                                                  • Aviva Plc
                                                                                                                  • Bebo Inc
                                                                                                                  • British Airways Plc
                                                                                                                  • British Bakeries Ltd
                                                                                                                  • British Broadcasting Corporation (BBC)
                                                                                                                  • British Market Research Bureau (BMRB)
                                                                                                                  • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                  • BUPA
                                                                                                                  • Channel 4
                                                                                                                  • Chartered Institute of Personnel and Development [CIPD]
                                                                                                                  • Christian Aid
                                                                                                                  • Co-operative Group
                                                                                                                  • Condé Nast Publications Inc.
                                                                                                                  • Cosmopolitan
                                                                                                                  • Council of Mortgage Lenders
                                                                                                                  • Daily Express
                                                                                                                  • Daily Mail
                                                                                                                  • Daily Star (The)
                                                                                                                  • DC Thomson & Co Ltd
                                                                                                                  • English National Opera
                                                                                                                  • Evening Standard
                                                                                                                  • Facebook, Inc.
                                                                                                                  • Financial Times Group
                                                                                                                  • Freeview
                                                                                                                  • FriendsReunited
                                                                                                                  • Genes Reunited
                                                                                                                  • Gfk NOP
                                                                                                                  • Good Housekeeping
                                                                                                                  • Google UK
                                                                                                                  • Government Actuary's Department (GAD)
                                                                                                                  • Great Rail Journeys
                                                                                                                  • Guardian Media Group
                                                                                                                  • Institute of Practitioners in Advertising
                                                                                                                  • ITV plc
                                                                                                                  • J. Sainsbury
                                                                                                                  • Jaguar Cars Limited
                                                                                                                  • John Lewis Plc (department store)
                                                                                                                  • Kantar Media
                                                                                                                  • Kelkoo S.A.
                                                                                                                  • Kingfisher UK & Ireland
                                                                                                                  • Lidl (UK)
                                                                                                                  • Loot
                                                                                                                  • LOVEFiLM International Ltd
                                                                                                                  • LVMH Moët Hennessy Louis Vuitton SA
                                                                                                                  • Marks & Spencer
                                                                                                                  • Metro (The)
                                                                                                                  • mmO2 plc
                                                                                                                  • National Geographic Society
                                                                                                                  • Netto Foodstores Ltd
                                                                                                                  • News International PLC
                                                                                                                  • Nintendo UK Entertainment Ltd
                                                                                                                  • Observer (The)
                                                                                                                  • Ofcom
                                                                                                                  • Orange plc (UK)
                                                                                                                  • Reader's Digest Association, Inc. (The)
                                                                                                                  • Retirement Insurance Advisory Service (RIAS)
                                                                                                                  • Saga Group
                                                                                                                  • Sagem SA
                                                                                                                  • Samsung Electronics (UK) Ltd
                                                                                                                  • Skype Technologies S.A.
                                                                                                                  • Sony (UK) Ltd
                                                                                                                  • Spotify AB
                                                                                                                  • Swan Hellenic
                                                                                                                  • T-Mobile (UK) Ltd
                                                                                                                  • Telegraph Group Limited
                                                                                                                  • Teletext Holidays
                                                                                                                  • Tesco Plc
                                                                                                                  • The Sun
                                                                                                                  • The Times Newspaper
                                                                                                                  • Tiscali UK
                                                                                                                  • Virgin Atlantic Airways Limited
                                                                                                                  • Virgin Media Ltd
                                                                                                                  • Virgin Mobile
                                                                                                                  • Vodafone Group Plc (UK)
                                                                                                                  • Waitrose
                                                                                                                  • Weight Watchers Ltd. (UK)
                                                                                                                  • Wessex Computers
                                                                                                                  • Witan Investments
                                                                                                                  • Wm Morrison Supermarkets
                                                                                                                  • YouTube, Inc.

                                                                                                                  Media Consumption Amongst Over-55s - UK - August 2010

                                                                                                                  £1,995.00 (Excl.Tax)