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| The Internet is not grey: survey |
May 1, 2007 |
Adults older than 50 are, according to the U.S. Department of Commerce, the fastest growing demographic in terms of Internet use, but apparently they have not yet caught up to their offspring. A study by Ipsos Reid, Older Canadians and the Internet, concludes older citizens lag significantly behind those in other age groups when it comes to online usage and proficiency.
Only 61 per cent of Canadian adults aged 55 or older have access to the Internet from any location, compared to 88 per cent of adults aged 18 to 54. This gap has narrowed slightly in the past three years but the change is not statistically significant. Also, older online adults spend nearly 35 per cent less time online per week than younger Canadians (8.7 hours vs. 13.3 hours respectively).
“Some experts would like us to believe the Internet is a universal medium that can reach all Canadians, whether it be for a marketing, communications or social perspective, but our research shows there are considerable flaws in this thinking,” said Steve Mossop, president of Market Research Canada West.
“The Internet is by no means universal and there are important gaps, like the older Canadians segment, that simply cannot be ignored.”
Also, only one in eight online adults aged 55 and older claim expert/very skilled experience and knowledge of the Internet, compared to 35 per cent among 18 to 54 year olds. Those aged 55 and older are less likely to feel the Internet is an important part of their daily routine, with 41 per cent agreeing among those aged 55-plus vs. 53 per cent agree among those aged 18 to 54.
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