They changed the world in their youth and will continue to do so as they get older…As the UK’s population continues to get older and more acquainted with the internet, the power of the older online consumer is set to grow considerably according to the UK’s largest website for the over-50s, 50Connect. Presently internet usage among the over-65s is considerably lower than it is for the 45-60 age group. In the United States 65.9% of 50-64 year olds are online, compared to just 27.7% aged 65+. However, by 2008 73.7% of 50-64 year olds will be online along with 34.1% of the 65+ age group. As this demographic shift to an older population continues, 50Connect believe the internet will become increasingly more important to marketers looking to target the over-50s, especially in the following areas: • Pensions and Investments – Financial planning is continuing to grow online. • Property – Whether buying property abroad or downsizing in the UK as the Baby Boomers get older the market and demand online will continue to grow. • Health Care – Residential care, nursing homes and health products are all likely to be marketed far more online in the future. • Equity Release

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