Technical PM Mike Reese on how baby boomers are embracing eCommerce...

A survey published in Information Week presents a significant change in our perception of the typical internet user. No longer can online marketers and solution builders tailor their efforts towards an audience that grew up with the internet. The baby boomers are making their presence felt in the online community.

Since 2005, this older generation has made significant leaps in online usage. In fact, the survey reveals that baby boomers are just as likely to make travel arrangements online.  Here a few stats from the article:

1.     The largest increase of internet usage has come from the 70 – 75 age group. In 2005 only 26% of this age group used the internet, compared to 46% in 2008.

2.     The 3 largest uses from this group are 1 – Search, 2 – Email and 3 – Health Information Research

3.     As you would expect, generation Y users are more likely to perform social networking and use the internet for entertainment purposes.

Internet usage from older generations will never match that of the up and coming generations that rely heavily on the internet for their daily activities.  What this survey proves however, is that you cannot count out potential audiences because of age. An eCommerce company may not want to utilize themes and communication that appeal to only younger generations - the older folks are right behind them…