2 million more Britons come online in the last 12 months

The UK Online Measurement Company (UKOM) have released figures showing that nearly two million more Britons have come online in the last 12 months, almost half of them being over the age of 50. Further facts from their findings:

  • The net audience now stands at 38.8 million
  • The majority of internet newbies were made up of over-50s, with more men than women joining up.
  • Over-50s account for 31% of the UK net audience

Of the new 1.9 million surfers:

  • Men over 50 accounted for 38%
  • Women over 50 accounted for 15%
  • Women aged 21-34 for 14%
  • Girls aged 12-20 made up 12% of the total.

There is still the perception that sites like Facebook and the general use of the internet are ‘just for kids’ but increase research, like discussed here, is showing that this just isn’t the case. As the internet is getting older with its audiences, where does this age group reside? According to UKOM they can be found on a range of sites including travel, genealogy, fashion, video and community sites.

Health website RealAge and community site Saga are among the most popular with an over-50s market share of 89% and 78% respectively. Other popular sites include:

  • Flixxy
  • Saga
  • WA Shearings
  • Fifty Plus
  • FamilySearch
  • Hand Picked Hotels
  • Lurpak
  • JacquieLawson
  • Cruise.co.uk

Have brands and agencies embraced the shift in market audience? Are they still ignoring this marketing and focussing their efforts on the younger generation? What do you think?

Original report at the BBC website