CTAM Report Finds That 77 Percent of Senior Citizens Shop Online

ALEXANDRIA, VA, Oct 29 (MARKET WIRE) --
Seniors aged 65 and older (also referred to as "Matures") have made the
Internet an integral part of their everyday lives. In a recent study, 77
percent report that they shop online. In fact, Matures lead all other
generational groups when it comes to this online activity. They regularly
use email (94 percent), go to the Internet to look up health and medical
information (71 percent), read news (70 percent), and manage their
finances and banking (59 percent). Matures also turn to the Internet for
gaming; approximately half (47 percent) of online Matures regularly play
free online games.

Boomers (ages 45 - 64) are heavy online users as well, with 93 percent
using email and 71 percent shopping online. Other regular online
activities of Boomers are going to the Internet to read news (73
percent), gather information (67 percent) and pay bills (66 percent).
Three out of ten (30 percent) regularly watch videos online, and 39
percent regularly go to networking Web sites, forums, message boards and
chat rooms.

These findings come from the CTAM Pulse report that includes data from the
"Life Stages & Life Styles: Turning General Differences Into Media
Opportunities," and analyzes four generational groups.

"The technology adoption behaviors of the younger generations is studied
frequently and their impact on advertising and marketing is widely known,"
said CTAM President and CEO Char Beales. "But this study is unique in that
it reveals opportunity among the Boomers and Matures, who have significant
purchasing power, are active online and more comfortable with technology
than often reported."

Boomers are tech-savvy and just as likely as the younger generations to
own a digital camera, DVD player and cell phone. While younger
generations are more likely to send and receive text messages, 92 percent
of Millennials (18 - 29) and 76 percent Gen Xers (30 - 44), half of all
Boomers (48 percent) text, and a surprising 18 percent of Matures engage
in this activity. Although all groups are high subscribers to cable TV
service, the youngest generation, Millennials (61 percent), is the
highest group to subscribe to cable TV service.

This CTAM research was partnered with BoomerEyes, a division of C&R
Research and is based on a total of 1,500 online interviews from June 3
through June 14, 2009.

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Contact:
Diana Cronan
Director of Communications and Media Relations
CTAM
Email Contact
703-837-6575

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