New Study: breaking down the generations online

March 9, 2009

Even though they make up the biggest single audience online (30%),  Generation Y is not the most dominating group when it comes to various common Internet activities.  According to the Pew project data memo titled Generations Online in 2009, older generations are online more than ever and more active than at any time in history.  A few interesting tidbits from the report:

• Half the Internet population is between 18 and 44 years old
• 45% of 70-75 year olds are now online (almost a 20% increase over 2005)
• 93% of kids 12-17 are online (6% increase over 2005) which is the highest of any age group
• Not suprising, the lowest particicpation belongs to those ever 76 at 27% (but that is a 10% increase over 2005)
• 84% of people in their 30s are online, 82% of 40 year olds and 75% of 50 year olds
• Online communities, blogs, text and instant messaging is impacting teen email usage.  Dropped to 73% saying they use email from 89% in 2005
• Older generations are significantly more likely to participate in online banking (67% of Generation X), search health information and make travel plans
• 38%of Generation Y downloads videos, Generation X is gaining ground with 31%
• Internet users 18-32 are going online more than ever to perform research related to their job, about 51% as compared to 44% in 2005

Some of the numbers are not earth shattering new information but some are pretty interesting.  One thing is clear, we (humans) users of the Internet are exponentially growing and getting more interactive.  Surely the audience your company or organization is trying to reach fits into one of these categories that are spending an awful lot of time online.  Does your online strategy put your best foot forward to interact with these various demographics?  If not...don't sleep on it.