New internet population dominated by those over 50

According to a survey carried out by UKOM (UK Online Measurement Company) the user population of the internet has risen dramatically, from 36.9 million to 38.8 million in the last year. Of this overall increase, over half (53%) comprised of people over the age of 50, who now account for 31% of the UK's entire online community.

This is an interesting development, as it signifies a move away from the common consideration of the internet as a youth-centric domain, in which the older you are, the less welcome you will be. This is a logical development as we have reached a stage where the world wide web is no longer a bamboozling world decipherable only by bright young things, but an everyday commodity on which masses of information and services are available to all who wish to access them.

It appears that older members of society are becoming more comfortable and confident with the internet. The latter is manifested in the general growth in online retail sales which rose by 22% in May 2010. This is in line with the increase in new online customers. A growth in trust and the confidence to divulge credit/debit card details online is opening doors to those who were, until recently, digitally unaware.

The development of sites more specifically aimed at a 50+ market is also a ranking factor in the recent silver surfer boom. The survey revealed that there are a number of preferred sites which attract a higher level of traffic from the over 50 age group. These include saga.co.uk, and realage.com, both of whom offer services specifically aimed at an older audience. These websites account for a 78% and 89% respective market share in the 50+ age group.

For SEO purposes, this survey cannot be ignored. Such a rise in internet usage by those over 50 calls for a strategy which allows for the improved accommodation of this age group. In an article published on the QuoteBoffin website, it is revealed that many of us plan a continuation of work past the retirement age, with many looking to self-employment as a preferred option. In this case, it may be that the number of OAP internet users will require SEO services in order to promote their new business venture online.

If this becomes the reality, search engine marketers must take heed of the new digitally literate demographic.

However, there remains a far way to go in the campaign against “digital exclusion”, a cause championed by British charity Age UK, who estimate that approximately 70% of over 65's have never been online. Martha Lane Fox, founder of Lastminute.com, is set to continue in her government appointed role as UK Digital Champion according to The Telegraph website. Her objective is to successfully bridge the “digital divide”, and to get 10 million people who have never used the internet, online.

So, with the figures rising, and likely to continue to do so in the future, it would be unwise to ignore the latest online audience additions. Coupled with the growing popularity of the idea of “part-tirement”, it will become necessary to cater for the older generation of online participants.