Fifthmoon Targets Growing Population Of Over-50s Internet Users

Hot on the heels of recent research about so-called “Silver Surfers” (see Silver Surfers’ Speed Catches Advertisers Unaware) has come the launch of a website, www.fifthmoon.com aimed at the growing number of internet users aged 50 and over.

The site’s primary aim is to act as a forum for the views and concerns of this community, which is thought to be growing by 12,000 per day. It launched yesterday with a campaign about age discrimination against those aged 50 and over, but the site also carries lifestyle and financial articles.

Co-founder Simon Clegg, said, “The Over-Fifties are one of the most active users of the internet for information and e-commerce purposes. It therefore provides an excellent mechanism for fifthmoon.com to collect and disseminate timely information.”

Although the site asks users to register, at present it carries no advertising. Advertising potential appears to be present however, as the founders provide the following statistics about their target audience:

• The over 50s group represent 40% of consumer spending- £145bn per year.
• 60% of all UK savings and investments are held by people over the age of 50.
• The average household income after tax for the over 50s group is £36,000 (against £20,000 for the rest of the population)
• 80% of all e-commerce transactions are carried out by people over the age of 45 (Reuters Business Briefing)
• 3.5 million of those over 50 regularly use the internet in Britain

Fifthmoon.com: www.fifthmoon.com

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