Baby boomers spend more online than average online users despite comparable incomes, according to a new study from Jupiter Research.
37% of online baby boomers who bought products or services on the web said they spent more than $250 in the prior three months. That compares with 32% of online users in all age groups, Jupiter said. 76% of baby boomers have made online purchases of products or services.
Baby boomers—those born between 1945 and 1964—account for nearly one-third of the online population, making them the largest age group on the Internet, according to Jupiter. And they are as tenured as the average online user—48% have more than five years online experience, compared with 51% of total online adults.
Jupiter also found that the online baby boomer population skews younger than does the general baby boomer population—almost one-third were between 40 and 44 years old. About 52% of the online boomer population is female.
Jupiter surveyed 1,562 U.S. online users ages 40 to 59 years old for the study.
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