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What Women Want

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Women and men over the age of 50 are now the
fastest growing segment of the Internet audience.

Women over 50

The 50+ age group increased as a percent of the Internet audience from approximately 19 percent in 1997 to more than 25 percent in 2000. From 1997 to 2000 the age groups, 18 to 24, 25 to 34, 35 to 44 and, 45 to 54 maintained their superiority in numerical terms but declined or barely maintained their position as a percent of the total Internet audience.

In 1997, only 18 percent of those over age 50 in the 85 markets were accessing the Internet, by 2000 that had climbed to more than 38 percent. Of the total 50+ population in the 85 markets (44.5 million) 19.6 million, or 44 percent, are retired.

Nearly 33 percent of the 50+ group have annual incomes over $50,000 a year. Of the 56 percent still working, 8 percent are business owners, partners or corporate officers. Among those between the ages of 55 and 64, 31 percent have liquid assets (cash, stocks) in excess of $100,000 and 15 percent have liquid assets in excess of $250,000.

They also exceed the levels of travel, both domestic and international, experienced by the general population. They still like Buicks, Cadillacs, and Lincolns more than most of the population. More than 47 percent own cell phones and they are warming up to buying on the Internet.

(Source: The Media Audit


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