Don’t neglect the silver surfers. That’s the advice from on-line marketing specialists for travel companies looking to make an impact on the Web.
The image of older people using the TV remote control to programme the microwave is out of date. The over-55s are in fact the most active sector when it comes to on-line shopping.
Research carried out by media planning and buying firm Jones Britton Breckon Company showed that of the UK Internet users who claimed to have purchased on-line in the last six months, 32% fell into the over-54 age group. This compares to just 10% of 15-19-year-olds and 27% of 25-44 year olds.
JBBCmanaging partner Richard Britton said: “On-line shopping is more prevalent among older people. For a start they have access to a credit card which many younger users don’t have.
“They are generally more affluent and have more leisure time,”he added.