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Old vs Young on the Net - UK - May 2010

  • Over the past five years, internet penetration among over-65 year-olds has doubled to two in five in this age group. Take-up among those aged 55-64 is higher still, and both continue to grow.
  • Over-55 year-olds demonstrate having a below-average number of technology-related devices in the home. However those aged 45-54 have one of the highest, boding well for increased usage of gadgets among older age groups in the years ahead.
  • Companies are making their products more inclusive. Third parties are developing skins and apps for the Apple iPhone to encourage use among the visually impaired. Nintendo has created a larger-screen version of its DSi console. And Intel has launched a device that translates the printed page into audio format.
  • Facebook has achieved near saturation across all internet users who regularly use social networks. Nearly half the over 55-yr-old internet users surveyed are Facebook users.
  • The use of outside specialist help for IT problems remains low below the age of 45. Older age groups are more likely to seek professionals to fix their technical problems but, they are more likely to favour local specialists over out of town stores.
  • The main reason older and younger age groups go online is to keep in touch with friends and family. Doubtless, this is related to the hectic social lives of 18-24 year olds, but parents and children wanting to keep in touch with each other may be another factor at work here.

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Table of contents

  1. Issues in the Market

      • Definition
        • Abbreviations
        • Future Opportunities

          • The ‘bob-a-job’ system gets remixed for the 21st century
            • Encouraging gadget ownership amongst silver surfers
            • Market in Brief

              • Old? Me?
                • The over-55s to account for one in three Britons by 2014
                  • The ‘digital divide’ starts to narrow
                    • An age group with specific tendencies in tech ownership and usage
                      • Online habits – set in their ways or open to change?
                        • Not different, just average (mostly) when it comes to shopping
                        • Internal Market Environment

                          • Key points
                            • Digital divide still in place
                              • Figure 1: Internet penetration, by age, April 2002-January 2010
                            • Many older users already embracing broadband
                              • Figure 2: British internet penetration, by gender, socio-economic group, age, region and working status, 2005-10
                              • Figure 3: Attitudes towards broadband service providers, by gender and age, January 2010
                            • Marketing to silver surfers online
                              • Figure 4: Total online internet activity, by age, February 2010
                          • Broader Market Environment

                            • Key points
                              • An aging population…
                                • Figure 5: Trends in the age structure of the UK population, 2005-15
                              • …and an increasingly wealthy one
                                • Figure 6: Forecast adult population trends, by socio-economic group, 2005-15
                            • Ownership of Technology

                              • Key points
                                • Games for the mind – and the older body
                                  • Figure 7: Technology that consumers have in home, by age, February 2010
                                • Older consumers tune into digital radio
                                  • Silver surfers own HD-ready TVs by default
                                    • TV time-shifting habits differ by age
                                      • Technology ownership repertoire
                                        • Figure 8: Repertoire of devices consumers have at home, by gender, age and socio-economic group, February 2010
                                      • Age helps determine choice of phone contract or pay-as-you-go
                                        • Figure 9: Types of mobile phone deals used, by age, November 2009
                                    • Online Browsing Behaviours

                                      • Key points
                                        • The young and old share increasing common traits
                                          • Figure 10: Types of activity undertaken on the internet in the last three months, by age, January 2010
                                        • Social networks appeal across all age groups
                                          • Figure 11: Repertoire of use of social networks in general, by gender and age, February 2010
                                        • Project Canvas looks to maximise potential of internet TV
                                          • Older users more likely to handle finances online
                                            • Physical discs versus downloads
                                              • Figure 12: Selected attitudes towards listening to music or radio, by gender and age, February 2010
                                            • Making digital files relevant to older generations
                                              • Figure 13: Total unique visitors to selected download services, by age, April 2010
                                          • Who’s Innovating?

                                            • Key points
                                              • The Apple iPad – a computer for everyone?
                                                • Targeting the elderly with tailored devices
                                                  • Digital Unite brings generations together through Schools for Silver Surfers
                                                    • Electronics companies turn their design thoughts to older needs
                                                      • Robots to help out with tasks and provide companionship
                                                        • Google gets its hands dirty with print…
                                                          • …while BBC Radio 2 encourages Terry Wogan’s TOGs to get online
                                                          • Companies and Products

                                                              • Major players
                                                                • Age Concern
                                                                  • Digital Unite (DU)
                                                                    • Third Age Trust
                                                                      • Social networks for older people
                                                                        • Finerday
                                                                          • Friends Reunited
                                                                            • Saga
                                                                            • When Consumers Started Browsing Activities Online

                                                                              • Key points
                                                                                  • Figure 14: When started doing activities online, January 2010
                                                                                • C2DEs come late to the party, but 55-64-year-old internet users happy handling finances online
                                                                                  • Figure 15: Most popular when started doing activities online – last 2 years, by gender, age and socio-economic group, January 2010
                                                                                  • Figure 16: Most popular when started doing activities online – between 2 and 5 years ago by gender, age and socio-economic group, January 2010
                                                                                  • Figure 17: Most popular when started doing activities online – more than 5 years ago by gender, age and socio-economic group, January 2010
                                                                              • When Consumers Started Purchasing Activities Online

                                                                                • Key points
                                                                                  • Factors driving growth of online shopping
                                                                                    • Figure 18: When started doing purchasing online, January 2010
                                                                                  • E-commerce moves into the mainstream
                                                                                    • Figure 19: When started doing purchasing online – last 2 years, by gender, age and socio-economic group, January 2010
                                                                                    • Figure 20: When started doing purchasing online – between 2 and 5 years ago, by gender, age and socio-economic group, January 2010
                                                                                    • Figure 21: When started doing purchasing online – more than 5 years ago, by gender, age and socio-economic group, January 2010
                                                                                • Motivations for Using the Web

                                                                                  • Key points
                                                                                    • E-commerce and keeping in touch with friends and family drive activity
                                                                                      • Figure 22: Main motivations for using the internet, January 2010
                                                                                    • The young rate entertainment, while older users prioritise news
                                                                                      • Figure 23: Main motivations for using the internet, by gender and age, January 2010
                                                                                    • Bridging the generation gap
                                                                                    • Attitudes Towards Technical Problems

                                                                                      • Key points
                                                                                        • Equal numbers try to fix PC problems themselves, or ask family and friends
                                                                                          • Figure 24: Attitudes towards technical problems that arise when using a PC, January 2010
                                                                                        • Young and old have similar behaviours
                                                                                          • Figure 25: Attitudes towards technical problems that arise when using a PC, by gender and age, January 2010
                                                                                        • An emphasis on local help
                                                                                        • Appendix – When Consumers Started Browsing Activities Online

                                                                                            • Figure 26: Most popular when started doing activities online – last 2 years, by demographics, January 2010
                                                                                            • Figure 27: Next most popular when started doing activities online – last 2 years, by demographics, January 2010
                                                                                            • Figure 28: Other when started doing activities online – last 2 years, by demographics, January 2010
                                                                                            • Figure 29: Most popular when started doing activities online (between 3 and 5 years ago), by demographics, January 2010
                                                                                            • Figure 30: Next most popular when started doing activities online (between 3 and 5 years ago), by demographics, January 2010
                                                                                            • Figure 31: Most popular when started doing activities online – more than 5 years ago, by demographics, January 2010
                                                                                            • Figure 32: Next most popular when started doing activities online – more than 5 years ago, by demographics, January 2010
                                                                                        • Appendix – When Consumers Started Purchasing Activities Online

                                                                                            • Figure 33: Most popular when started doing purchasing online – last 2 years, by demographics, January 2010
                                                                                            • Figure 34: Next most popular when started doing purchasing online – last 2 years, by demographics, January 2010 (continued)
                                                                                            • Figure 35: When started doing purchasing online (between 3 and 5 years ago), by demographics, January 2010
                                                                                            • Figure 36: When started doing purchasing online – more than 5 years ago, by demographics, January 2010
                                                                                        • Appendix – Motivations for Using the Web

                                                                                            • Figure 37: Most popular main motivations for using the internet, by demographics, January 2010
                                                                                            • Figure 38: Next most popular main motivations for using the internet, by demographics, January 2010
                                                                                        • Appendix – Attitudes Towards Technical Problems

                                                                                            • Figure 39: Attitudes towards technical problems that arise when using a PC, by demographics, January 2010

                                                                                        Companies Covered

                                                                                        • Age Concern England
                                                                                        • Amazon.co.uk
                                                                                        • Apple Computer UK Ltd
                                                                                        • Argos
                                                                                        • Aviva Plc
                                                                                        • Boden UK
                                                                                        • British Broadcasting Corporation (BBC)
                                                                                        • British Sky Broadcasting Group plc (BSkyB)
                                                                                        • BT Group plc
                                                                                        • Channel 4
                                                                                        • Comet Group Ltd
                                                                                        • Currys
                                                                                        • EMI Group plc
                                                                                        • Facebook, Inc.
                                                                                        • Freeview
                                                                                        • FriendsReunited
                                                                                        • Fujitsu Limited
                                                                                        • Google UK
                                                                                        • Government Actuary's Department (GAD)
                                                                                        • HMV Retail Ltd
                                                                                        • Intel Corporation
                                                                                        • Japan Times Ltd
                                                                                        • Kantar Media
                                                                                        • Kingfisher UK & Ireland
                                                                                        • LinkedIn
                                                                                        • Market & Opinion Research International (MORI)
                                                                                        • McDonald's Restaurants Limited (UK)
                                                                                        • Microsoft Ltd (UK)
                                                                                        • Mobilelite Ltd
                                                                                        • MTV Europe (UK)
                                                                                        • News Corporation (The)
                                                                                        • Nintendo UK Entertainment Ltd
                                                                                        • Nokia Corporation (UK)
                                                                                        • Ofcom
                                                                                        • PayPal Inc.
                                                                                        • PC World (DSG UK Computing)
                                                                                        • Research in Motion Uk Ltd.
                                                                                        • Robosoft
                                                                                        • Saga Group
                                                                                        • Skype Technologies S.A.
                                                                                        • Sony (UK) Ltd
                                                                                        • TalkTalk Telecom Ltd.
                                                                                        • Tesco Plc
                                                                                        • The Carphone Warehouse Ltd
                                                                                        • The Carphone Warehouse Plc
                                                                                        • TomTom International B.V.
                                                                                        • Twitter, Inc.
                                                                                        • Virgin Media Ltd
                                                                                        • Visa Europe
                                                                                        • Volkswagen UK
                                                                                        • YouTube, Inc.

                                                                                        Old vs Young on the Net - UK - May 2010

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