In the four weeks ending May 20, older people, or ‘silver surfers’, made up 15.7% of visits to all categories of website, according to the latest analysis from Hitwise UK, the online competitive intelligence service.
Silver surfers – people aged 55 or over – were attracted most to Google, followed by MSN Hotmail and then eBay UK, which Hitwise believes shows the acceptance of internet only brands by the older generation.
Heather Hopkins, director of research for Hitwise UK, said: “Search engines, email, and portals are the most popular destinations no matter what the age group.
“Comparing the top ten sites visited by silver surfers with those visited by the 18-24 age group, there was only one difference -MySpace, the popular social networking site.”
Cruise travel websites attract the largest percentage of silver surfers – 38% in the past four weeks, which is more than twice the average for all categories of websites.
The lifestyle – Families category is the second favourite type of website among the older generation, with genealogy sites also popular.
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