73% of Third Agers in the U.S. shop online, study says
Third Agers—those U.S. adults in their early-40s through mid-60s—play a major role in online retailing, according to a new study by market research firm ThirdAge Inc. and JWT Boom, a marketing services firm that specializes in Baby Boomers. 73% of Third Agers shop online and 86% research products online before purchasing online, the report says.
There are about 108 million people in the U.S. over the age of 45, representing more than 40% of the population, ThirdAge says.
Third Agers also are very tech-savvy when it comes to the Internet, with 72% accessing the web via broadband at home, according to the study. “Third Agers are regularly stereotyped as being technophobes and slow to jump on the technology bandwagon,” says Sharon Whitely, CEO of ThirdAge. “However, not only are they online, they’re surprisingly a formidable presence on the Internet.”
Other major online activities of Third Agers include browsing the web (95%), staying in touch with family and friends (95%), seeking out information (92%), and reading articles (91%).
The survey also found that 92% have read about a web site in a print article and then visited online, 89% have seen a print ad and later visit the online site, 83% have seen a web site advertised on television and later visited it online, and 65% will visit a web site address after hearing it on a radio.
ThirdAge surveyed more than 1,210 adults ages 40-plus for the study.
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